Community radio stations: Unexploited PR opportunities on local level

Abstract

In modern Hungary - since it joined the European Union - concepts like communication, modernity, identity and social dialogue have been re-valued. The change in publicity structure was an important transformation process in the system changeover. During democratic transition, the role of mass media also changed. Old tools got a new role, thus enabling the appearance of new actors as well. For many years, the local media (serving democracy better on local levels than their national counterparts) seem to have been re-valued as a local, self-defining forum trying to build local communities and support their participation. Following the system changeover, opportunity was provided in Hungary to establish local commercial and also local community radio stations. The range of the local media became increasingly colorful. Existing county newspapers, local papers, advertising brochures and the newly established local television stations easily attracted the firms and organizations operating in their area, offering advertising and PR opportunities. On the other side, it can be observed that the PR staffs of these companies and civil organizations scarcely exploit the opportunities provided by the local community radio stations. When they do consider the radio, they usually (nearly always) consider commercial radio. Within the frames of accessibility and pluralism, a determinant characteristic of the community radio is the manner in which people participate in the operation of the station. Volunteers consider this 'work' a mission, are strongly devoted to the area and possess a serious opinion-forming force on the local level. Researches have proven that the popularity of these stations is higher among audience with higher education. I believe that the community radios - owing to their specific features - could be an appropriate and attractive area for the PR, offering success opportunity primarily on local levels. This study and presentation places special emphasis on the features of the community radios that could promote efficiency of the PR, thus encouraging organizations to become part of the local communities.