Possibilities of nonmarket production in PR - Estonia

While not currently working, I still do consider myself a possible future representative of the field of public relations aka communication in Estonia's business environment. Basically, when asked, I would say I'm a pr-man.

So what could (or should) be the projects or worktasks produced by nonmarket methods or strategies in my field of work?

The main way work is being done in Estonia's pr-field is quite parallel to software engineering. Firstly - you have a company, who needs to succeed some goals. The one of the important ways to achieve that goal is to gain public interest, trust and support etc. To do that, we - the pr-persons gather to a workteam (or do it ourselves in case of low investment by the client) and create a project, which consists of description of the "current situation", where we want to be and how would we get there from "current situation" (steps of actions are described).

My first idea is that nonmarket strategies could be applied in two steps in the process. At first - the company could avoid hiring pr-agency, and simply post their goal/problem to some sort of pr-related online community and there specialists in that field take action, offering steps or even strategies to get there.

Another possibility is for the pr-agency, once hired, to use the same community for gathering alternative ideas on the subject how to get to the goal, thus giving the opportunity to do the some work with lesser people and therefore more effectively/profitably.

In theory - this could (and also sounds) nicely. If a community can produce a operation system like Linux, then surely a pr-oriented community can offer helpful solutions for let's say a project like "Teeme Ära" to achieve them higher level of public knowledge, -participation etc.

But there are 2 main problems which come to my mind now. Firstly - we don't have this pr-oriented community in Estonia. We don't even have a pr-related publication in Estonia. We do have a alliance of people involved in pr (EPRA.ee) but this is not a very active one and it is inward-oriented.

There also cannot be an alternative to such a community, because communities outside Estonia do not comprehend our society's peculiarities therefore suggestions offered there can't be as successful as solutions offered by Estonians.

Secondly - main revenue (therefore clients) in pr In Estonia come from business-sector. Therefore the secrecy and the need for innovative (new, copyright) solutions is very high. I have great doubt that any specialist in Estonia would reveal his or hers innovative thoughts on a subject for no monetary reward. And also - we cannot talk about secrecy in terms of business-sphere consisting roughly about 700000 workers (people with money).

In conclusion - nonmarket solutions in the field of PR could definitely work on terms regarding public or third sector, where persons responsible for communication-related work would post their problem/request on a some-sort of pr-related online community (logically it would be owned by eg EPRA) where they could receive ideas on how to succeed achieving set goals.

Until we live in a closed society (in terms of language and movement of real-estate) nevertheless I see no possibility to use nonmarket strategies when dealing with enterprise sectors PR.

Bills need paying and like a known artist Chalice raps in his song - "got to be invited to a charity concert, which later on turned out to be a business summer days (ettevõtte suvepäevad)" (Superv6imed, Mis toimub kaenla all mul"