Eastern European Perspectives on the Development of Public Relations: Other Voices

The commonality of political, social and economic systems in the nations of Eastern Europe until 1989 implies that there were shared or very similar experiences in the national development of public relations (PR). The breakdown of the Soviet bloc was followed in many nations by introduction of Western-style (or modern) PR practices. However, this book demonstrates different phenomena and interpretations as to when PR commenced or became identified as a defined practice. Some nations identify the arrival of PR as 1989 to 1991, whereas others tell of PR and PR-like practices for centuries and decades before, including the post-World War II era of communist or socialist management.

Public relations (PR) practices in Bulgaria commenced around 1989 and developed quickly with strong American influence, although a national style has evolved. Bulgarian PR practitioners have shown themselves to be increasingly competitive in Europe and in international competitions. The institutionalization of PR has been supported by development of professional bodies, education and a limited amount of research and publishing. Research has found that PR practices have been mainly technical and implementational rather than strategic. There is strong association of PR as being equivalent to publicity, possibly as a result of its simultaneous introduction and development alongside Western-style advertising.

Although Yugoslavia had been more open to market influences from the 1960s, it was not until the radical political cwwhanges of 1990–1991 had taken place that the marketing and advertising industry in Croatia started a period of increased growth and public relations (PR) was distinguished as a separate profession. Education has been gradually introduced and professional bodies are actively engaged in European discourse. Although communication is recognized as an important activity by government and businesses, Croatian practitioners are significantly less confident about their status and future than others in Europe.

The evolution of public relations (PR) in the Czech Republic can be traced back to the early 20th century, as exemplified by the Bata shoe company which used a wide range of internal and external communication. From mid-century until the 1990s, propaganda was the dominant model under Nazi and Communist regimes, although Western PR methods were applied to support export of manufactures and products. After 1989/90, there was a rush of Western agencies into Central and Eastern Europe market which brought a more international model of practice, which is now the dominant model.

This chapter focuses on the past 50 years of Hungarian public relations (PR), from the mid-1950s till today. The first part of the chapter details the development of public relations during the Communist period when it was considered as a tool to promote foreign trade, domestic commerce and tourism. The second part outlines some key dates and events in the history of democratic public relations in the context of the changing political, economic and media environments.

Using an econo-centric approach, this chapter argues that the socio-economic and political background of development of modern public relations (PR) in Poland (the transition from socialist/Communist political and socio-economic to capitalist/market economy system) has shaped the specific model/approach of transitional public relations. It periodizes development of modern public relations in three stages: 1990–1999, 2000–2009 and since 2010.

Although there is little evidence of Romanian public relations in a recognizably modern form before 1990, this chapter considers the pre-history of public relations (PR) in its emergent stages as ‘public engagement’, ‘public diplomacy’ and ‘propaganda’, followed by a review of the development of PR practices over the past quarter century.

Public relations (PR) is a new and developing field of communication practice that has emerged in Russia since the perestrojka era over 30 years ago. It has developed from the initial Western influences to have strong linkages with government at all levels. The growth of PR has been supported by ever-evolving educational resources at university level and a broad range of professional associations. Women, who took an early prominent role in PR’s introduction, have not been able to sustain leadership roles as the profession has grown. Practice models, possibly reflecting past propaganda influences have been top-down rather than dialogic.

The history of public relations in Slovenia, which as a nation has exerted great influence on the development of public relations (PR) in Central and Eastern Europe, is periodized in three eras — antecedents (before 1960), formative (1960s to 1990s) and modern (1990s onwards). It shows that there have been long-standing influences on modern PR, although current understandings of the practices are linked to Western models.

Public relations (PR) in Ukraine is understood widely as a form of propaganda. As a part of the tsarist Russian empire in the 19th century and then of the Soviet Union for more than seven decades of the 20th century, the nation has been exposed to a variety of propaganda. After independence in 1991, many entering PR employment came from propaganda and journalistic backgrounds which led to PR being performed as one-way publicity. There was also emphasis on political communication as parties formed and democratic processes evolved. Since then, indicators of increasing professionalization such as professional bodies and education and training have evolved. As well, international PR agencies have entered the market in support of international brands. Transparency of relations between PR practitioners, media operators and journalist has been problematic.