Tams Bart

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PR in Hungary
Bucharest PR Conference 08.11.2004.

• Tamás Barát
• CERP Vice-President

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Public Relations
needs democracy



Democracy needs Public Relations
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Hungarian Public Relations

Association


Established 27.12.1990.by35
PR-Professionals
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The most important data's of the Hungarian
Public Relations Association



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The most important data's of the Hungarian
Public Relations Association



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• Features of the Hungarian pr-market
• PR turnover
  estimation max. 5 bHUF 20 m (2003)
• Management function
• The most popular field Media relation
• The most trendy field Crisis communication

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• The most important organizations, persons of
  the Hungarian pr-market
• PR Agencies, PR Consultancies (more than 60
  Agencies in Hungary) individual pr-experts
  (appr. 3000)
• In-house PR departments
• Publishers, Editors, Journalists, Events
  organizers etc.
• Hungarian Public Relations Association
• EDPR - Endowment for Development of Public
  Relations
• MAKSZ - Hungarian Association for Communication
• Collegium's of Hungarian PR Agencies

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The Hungaricum in the Hungarian
pr-market PRince Award International Public
Relations Film-, Video and Multimedia Festival
The Diamond Awards 1996 A passion to be
free - EU Commission 1997 The World of Skanska -
directed by Liv Ulman 1998 Slovenia Multimedia
CD Slovenia Touristic Board 2004 EU-robot
Hungary
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Collegium's of Hungarian PR Agencies

• Partnership of 12 multinational and medium
  size PR-Agencies
• Aims
• The quality of the PR in Hungary
• The quality of the manpower
• The clearness of the bids
• The clearness of the public purchases
• EU enlargement program
• The acknowledgement of the quality PR in Hungary

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Collegium's of Hungarian PR Agencies

• Süveg Hood Award
• 2003 Apró az Aprókért
• Small for smalls PR-campaign PEPPER
  Communications Ltd.
• 2004 Mindentudás Egyeteme
• The All knowledge University
• MH Communications Ltd.

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Endowment for Development of Public Relations

• Established by HPRA 1995
• Aims
• The development of the profession in Hungary
• The development of the quality of the manpower
• The development of the education at the
  professional, skilled worker, college and
  university level
• Publishing (professional books)
• PRince Award

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The main communications problems

in Hungary

• Old fashion thinking (45 years experience)
• The behaviour and the mentality of these society
  are feudalistic. The society is working in the
  capitalistic environment, with a feudalistic
  mentality, when the society has socialistic
  consideration.

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Old fashion thinking

• PR marketing, PR Journalism,
• Political marketing political communication
• PR agitation propaganda
• Budget
  
• There is not concentrated communication budget.
  
  Very often the PR budget is the part of
  marketing costs.

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Where the PR practitioners in Hungary come from

• Propaganda (political)
• Journalism
• Advertising
• Marketing

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Black PR
Business sphere Public sphere
Advertorial Corruption Agitation


propaganda
(political)
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Black PR
When the organisation pay to the Media
Journalists
Advertising Corruption Revolver
Journalism

Not to publish the article, wrong news
To publish negative news about the competitors

• To generate anti support against the competitors
• To destroy the image of the competitors

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Public relations is the conscious organisation
of communication.

• PR is a management function.
• The task of PR is To achieve mutual
  understanding and to establish a beneficial
  relationship, between the organisation and its
  publics and environment, through two-way
  communication.
• CERP

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Thank you for your kind attention