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Komunikat prasowy jako podstawowe narzędzie w działaniach media relations uczelni wyższych: Politechniki Wrocławskiej, Uniwersytetu Ekonomicznego, Uniwersytetu Przyrodniczego oraz Uniwersytetu Wrocławskiego

100%
Woźniak-Łojczuk E.
Dziennikarstwo i Media
|
2010
|
vol. 1
185-209
EN
The text describes one of the basic tools used in media relations, the press release. University relations with the media are important for two reasons: first, society must be informed about the functioning of universities as their development is tax-funded. Second, the release of information to the media is regulated by the Regulation of the Council of Ministers of 7 November 1995 which obliges universities to provide the public with reliable information on their operations. In the article, the author analyses press releases sent by promotion centres of four biggest Wrocław state universities: Wrocław University of Technology, Wrocław University of Economics, Wrocław University of Environmental and Life Sciences and the University of Wrocław. A synchronic comparison allows her to demonstrate similarities and differences in the structure of the messages. The analysis is preceded by a theoretical introduction which structures the knowledge on press releases, explains the basic rules of cooperation with editors, and distinguishes “media baits” and “attractiveness indexes”.
2

Public Relations as Viewed by Employees of Polish Welfare Institutions

88%
Szyszka M.
Communication Today
|
2016
|
vol. 7
|
issue 2
90–99
EN
The article discusses the issue of Public Relations (PR) and its use in Polish social welfare institutions. At present, we can observe that Polish social welfare industry faces serious problems related to its public image. This is due to: insufficient experience in Public Relations, lack of systemic actions towards improving the prestige of social work as well as creating the image of social welfare. The text offers a comparison of beliefs and opinions expressed by the employees of the Polish public welfare institutions; these opinions and views are related to PR and communication practices applied by their organisations. The opinions were collected through a nationwide survey. The results include very interesting findings: for instance, they confirm the thesis about the lack of regular and constructive communication and image-related activities carried out on the institutional level and low evaluation of their effectiveness. The conclusions, however, also point out that the respondents revealed that they are highly aware of the importance of PR operations as well as of the correlations between these operations and how their institutions are seen by the general public and by the media. This may be interpreted as prospects and chances for further application of communication tools in social policy institutions.
3
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Media relations jako forma komunikacji marketingowej biblioteki

75%
Wojciechowska M.
Toruńskie Studia Bibliologiczne
|
2009
|
vol. 2
|
issue 2(3)
81-91
EN
Public relations is a current issue not only in management of firms and business organizations, but also in library management. These activities help the library create positive image and built appropriate relations between users and librarians. In the paper there is introduced the media relations problem as an example method of marketing and public relations. The terms 'media relations' and 'publicity' as well as media types which can be used by libraries to build their image and to promote services are characterized. There is also presented data about creation of departments and positions in Polish libraries which purpose is to collaborate with mass media.
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