Intelligent communication: a six years history

LEARNING PR IN A “REAL” LEARNING PR IN A “REAL” ENVIRONMENT: INTELLIGENT ENVIRONMENT: INTELLIGENT

COMMUNICATIONCOMMUNICATION- a 6 years history - - a 6 years history -

Diana-Maria Cismaru, Diana-Maria Cismaru,

Associate Professor, Ph.D.Associate Professor, Ph.D.

The beginning: 2007The beginning: 2007

--Objective:Objective:

(a)(a) Illustration of concepts in first year, in the Illustration of concepts in first year, in the Theory of Organizations fieldTheory of Organizations field

(b)(b)Scientific experiment which compared Scientific experiment which compared three groups: a “real” organization, a three groups: a “real” organization, a “virtual” organization, and a control group. “virtual” organization, and a control group.

Aim: to see how improved the self-image of Aim: to see how improved the self-image of each group after activity.each group after activity.

Hypothesis: the self-image of the “real” Hypothesis: the self-image of the “real” organization will improve the most organization will improve the most (confirmed).(confirmed).

Structure (2007): 62 members/3 Structure (2007): 62 members/3 monthsmonthsOrganizational consultancyOrganizational consultancy- Diagnosis&ScenariosDiagnosis&Scenarios- HR DevelopmentHR Development- Internal communicationInternal communication- FinancialFinancial- PromotionPromotionCommunication (PR)Communication (PR)- Image analysisImage analysis- StrategiesStrategies- PlanningPlanning- SpeechwritingSpeechwriting- ProductionProduction- Web designWeb design

CharacteristicsCharacteristics

- RomanticRomantic

- EnthusiasticEnthusiastic

- High level of performanceHigh level of performance

- InvolvementInvolvement

- Power of simulation (“real” roles, Power of simulation (“real” roles, “real” conflict)“real” conflict)

- Important asset: web design launches Important asset: web design launches the blog the blog

Intelligent Communication blogIntelligent Communication blog

Structure (2008): 93 members/ 3 Structure (2008): 93 members/ 3 monthsmonths

General Departments: General Departments: - FinancialFinancial- PromotionPromotion- Human ResourcesHuman Resources- Web designWeb designOrganizational consultancy (5 Organizational consultancy (5

departments)departments)PR (6 departments)PR (6 departments)

CharacteristicsCharacteristics

• A rigid structure, too many members A rigid structure, too many members of department and too many of department and too many departments;departments;

• Fine level of performance;Fine level of performance;

• Very talented assistants and blog Very talented assistants and blog writers;writers;

Assistants: Meirosu Miruna & Andreea Assistants: Meirosu Miruna & Andreea NicolescuNicolescu

Structure (2009)Structure (2009)

• The same with 2008 but with less The same with 2008 but with less members (only 77);members (only 77);

• Working for private companies Working for private companies (simulated tasks): stores, local car (simulated tasks): stores, local car producer, furnishing company;producer, furnishing company;

• Still difficult with the feed-back, the Still difficult with the feed-back, the interaction inside the groupinteraction inside the group

General Assistant: Dionisia SanduGeneral Assistant: Dionisia Sandu

Structure (2010): 48 members/ 2 Structure (2010): 48 members/ 2 monthsmonthsTotally redesigned: only PR firmTotally redesigned: only PR firm

- Information (C+A+5)Information (C+A+5)

- Monitorization (C+4)Monitorization (C+4)

- Social Media (C+4)Social Media (C+4)

- E-PR (C+4)E-PR (C+4)

- Strategies (C+A+5)Strategies (C+A+5)

- Planning (C+A+4)Planning (C+A+4)

- Copywriting (C+A+7)Copywriting (C+A+7)

- Production (C+3)Production (C+3)

CharacteristicsCharacteristics

• High performance & patience (ex High performance & patience (ex monitorization for one year)monitorization for one year)

• Working for real NGOs & institutions Working for real NGOs & institutions (doubling Crystal Connections’ tasks)(doubling Crystal Connections’ tasks)

• Delivering fine ideas and plansDelivering fine ideas and plans

• Bad vertical communication (ex Web)Bad vertical communication (ex Web)

• Tried a new communication interfaceTried a new communication interface

Assistant manager: Burcea StelutaAssistant manager: Burcea Steluta

Structure (2011): 48 members/2 Structure (2011): 48 members/2 monthsmonthsExperiment with tolerance (autistic Experiment with tolerance (autistic

children); children);

The product of Video Department (video, 10 The product of Video Department (video, 10 minutes) has been exposed to the same minutes) has been exposed to the same group of 20 during seminar (3 groups, and group of 20 during seminar (3 groups, and a control group); a questionnaire was a control group); a questionnaire was applied before and after exposure;applied before and after exposure;

Hypothesis: intolerance is an effect of the Hypothesis: intolerance is an effect of the lack of information; as effect of exposure lack of information; as effect of exposure to comprehensive information, tolerance to comprehensive information, tolerance will increasewill increase

Conclusion: hypothesis rejectedConclusion: hypothesis rejected

CharacteristicsCharacteristicsUnequal performances & simulation: Unequal performances & simulation:

Social Media, E-PR, Design web - Social Media, E-PR, Design web - excellentexcellent

Deep barriers in internal Deep barriers in internal communication;communication;

Conflicts inside department and poor Conflicts inside department and poor presence of the executive assistantpresence of the executive assistant

Structure (2012): Structure (2012):

Transforms exclusively in e-PR company;Transforms exclusively in e-PR company;

Excludes departments of Strategies and Excludes departments of Strategies and Planning because of low quality results;Planning because of low quality results;

Includes a Simulation Department, a Includes a Simulation Department, a Photo department – separated from Photo department – separated from Video department;Video department;

Cooperative tasks limited for Cooperative tasks limited for departments;departments;

Assistant manager: Roxana BurdeanuAssistant manager: Roxana Burdeanu

Structure (2012): 48 members/2 Structure (2012): 48 members/2 monthsmonths

- SimulationSimulation

- MonitorizationMonitorization

- PromotionPromotion

- E-PR site managementE-PR site management

- Social MediaSocial Media

- Online magazineOnline magazine

- Photo & print departmentPhoto & print department

- Video departmentVideo department

ConclusionsConclusions

Intelligent Communication is an Intelligent Communication is an internal brand which began to be internal brand which began to be known outside of the faculty, as an known outside of the faculty, as an element of attraction for highschool element of attraction for highschool graduates;graduates;

A flexible formula and independent A flexible formula and independent tasks for teams are the best solution tasks for teams are the best solution for students;for students;

E-PR is the most attractive and E-PR is the most attractive and suitable area for students.suitable area for students.