Roxana Burdeanu

1. LEARNING PR IN A “REAL”
ENVIRONMENT: INTELLIGENT
COMMUNICATION
- a 6 years history -
Diana-Maria Cismaru,
Associate Professor, Ph.D.

2. The beginning: 2007
-Objective:
(a) Illustration of concepts in first year, in the
Theory of Organizations field
(b) Scientific experiment which compared three
groups: a “real” organization, a “virtual”
organization, and a control group.
Aim: to see how improved the self-image of each
group after activity.
Hypothesis: the self-image of the “real”
organization will improve the most (confirmed).

3. Structure (2007): 62 members/3 months
Organizational consultancy
- Diagnosis&Scenarios
- HR Development
- Internal communication
- Financial
- Promotion
Communication (PR)
- Image analysis
- Strategies
- Planning
- Speechwriting
- Production
- Web design

4. Characteristics
- Romantic
- Enthusiastic
- High level of performance
- Involvement
- Power of simulation (“real” roles, “real”
conflict)
- Important asset: web design launches the
blog

5. Intelligent Communication blog

6. Structure (2008): 93 members/ 3 months
General Departments:
- Financial
- Promotion
- Human Resources
- Web design
Organizational consultancy (5 departments)
PR (6 departments)

7. Characteristics
• A rigid structure, too many members of
department and too many departments;
• Fine level of performance;
• Very talented assistants and blog writers;
Assistants: Meirosu Miruna & Andreea
Nicolescu

8. Structure (2009)
• The same with 2008 but with less
members (only 77);
• Working for private companies (simulated
tasks): stores, local car producer,
furnishing company;
• Still difficult with the feed-back, the
interaction inside the group
General Assistant: Dionisia Sandu

9. Structure (2010): 48 members/ 2 months
Totally redesigned: only PR firm
- Information (C+A+5)
- Monitorization (C+4)
- Social Media (C+4)
- E-PR (C+4)
- Strategies (C+A+5)
- Planning (C+A+4)
- Copywriting (C+A+7)
- Production (C+3)

10. Characteristics
• High performance & patience (ex
monitorization for one year)
• Working for real NGOs & institutions
(doubling Crystal Connections’ tasks)
• Delivering fine ideas and plans
• Bad vertical communication (ex Web)
• Tried a new communication interface
Assistant manager: Burcea Steluta

11. Structure (2011): 48 members/2 months
Experiment with tolerance (autistic children);
The product of Video Department (video, 10
minutes) has been exposed to the same group
of 20 during seminar (3 groups, and a control
group); a questionnaire was applied before and
after exposure;
Hypothesis: intolerance is an effect of the lack of
information; as effect of exposure to
comprehensive information, tolerance will
increase
Conclusion: hypothesis rejected

12. Characteristics
Unequal performances & simulation: Social
Media, E-PR, Design web - excellent
Deep barriers in internal communication;
Conflicts inside department and poor
presence of the executive assistant

13. Structure (2012):
Transforms exclusively in e-PR company;
Excludes departments of Strategies and
Planning because of low quality results;
Includes a Simulation Department, a Photo
department – separated from Video
department;
Cooperative tasks limited for departments;
Assistant manager: Roxana Burdeanu

14. Structure (2012): 48 members/2 months
- Simulation
- Monitorization
- Promotion
- E-PR site management
- Social Media
- Online magazine
- Photo & print department
- Video department

15. Conclusions
Intelligent Communication is an internal
brand which began to be known outside of
the faculty, as an element of attraction for
highschool graduates;
A flexible formula and independent tasks for
teams are the best solution for students;
E-PR is the most attractive and suitable
area for students.