Download Global Public Relations

presents
REGISTRATION OVERVIEW:
Towards a New Global Public Relations
Model Teleseminar
Virtual Seminar
Monday, April 3, 2006
7:00 p.m. - 8:30 p.m. Eastern
6:00 p.m. - 7:30 p.m. Central
5:00 p.m. - 6:30 p.m. Mountain
4:00 p.m. - 5:30 p.m. Pacific
Presented by
Toni Muzi Falconi
Anne Gregory
James E. Grunig
Kirshnamurthy Sriramesh
Services provided by KRM Information Services, Inc.
11630
Towards a New Global Public Relations Model:
From Theory to Practice
April 3, 2006 - 7:00 pm Eastern Time
Moderated by Toni Muzi Falconi (Italy), chairman, Methodos
and professor of Public Affairs at LUMSA University in Rome
Panelists:
* USA - James Grunig, professor emeritus, University of Maryland, College
Park, Approaches to Global Public Relations
* United Kingdom - Professor Anne Gregory, professor, Leeds Metropolitan
University, The European Perspective
* Singapore - Sriramesh Krishnamurthy, associate professor, Nanyang
Technological University, Asia and Beyond
Program presented by Toni Muzi Falconi • The NYU School of Continuing and Professional
Studies • The Public Relations Society of America
Public Relations in the
Global Arena
James E. Grunig
Professor Emeritus
Department of Communication
University of Maryland
College Park, Maryland USA
Globalization of Public Relations
(Descriptive Studies)
Descriptive studies show cultural
differences.
Models of public relations describe
practice in many countries.
Press agentry is the one universal
model.
Limited and confused concepts.
1
Approaches to Global Public Relations
International
Public relations practitioners implement distinctive
programs in multiple countries, with each program
tailored to meet the differences in the individual
geographic area.
Global
Public relations superimposes an overall
perspective on a program executed in two or more
countries, recognizing the similarities among
publics while adapting to regional differences.
Globalization of Public Relations
Generic principles
The characteristics
Of excellent public relations
Specific applications needed for
Culture
Political system
Economic system
Extent of activism
Level of development
Media systems
Generic Principles of Excellent
Public Relations Practice
Public relations is a unique management
function that helps an organization interact
with the social, political, and institutional
components of its environment.
The value of public relations can be
determined by measuring the quality of the
relationships the organization establishes with
its institutional environment.
2
Generic Principles
Public relations serves a strategic managerial
role as well as a technical role.
Public relations departments strategically
plan, administer, and evaluate public relations
programs.
Public relations helps to shape the underlying
conditions of organizational excellence.
Generic Principles
Communication activities are integrated
through the public relations department or a
senior communication executive.
Public relations is empowered by the
dominant coalition of the organization.
Public relations is not subordinated to
marketing or other management functions.
Generic Principles
Public relations is two-way and symmetrical.
Publics relations executives are ethics
counselors and internal advocates of social
responsibility.
Public relations departments have a
professional base of knowledge.
3
Research on The Global Theory
Qualitative study of PRISTOP in Slovenia.
Quantitative replication of the excellence
study in Slovenia.
Kaur study of privatization in Malaysia.
Rhee replication of Excellence study in Korea.
Wakefield Delphi study of 54 experts in 29
countries.
Wakefield application to world class
companies.
Towards A Global Public
Relations Model:
The European Perspective
Anne Gregory
Professor of Public Relations
Leeds Business School
Leeds Metropolitan University
United Kingdom
The European perspective
Public relations practice in Europe for 150 Years
Krups 1870
Lever Brothers 1891
Professional bodies in Europe
Holland 1946
UK 1948
American texts have dominated
There is a distinctive European practice
Research approaches public relations as a social
construct
4
The European perspective
Conceptualisation of European public
relations begun in 1998 (van Ruler and
Vercic)
Delphi Study of 37 experts in 25 countries - 3
rounds
Selection by geography, ’qualifications’ and
academic/practitioner roles
Exploratory rather than fully representative
The European perspective: the Bled
Manifesto 2002
(van Ruler and Vercic)
Naming the field
Public relations (practitioners) communication
(academy)
Communication management, corporate
communication preferred descriptors
Public work, public sphere v segmented
publics
The difference is more than semantic
The European perspective: the Bled
Manifesto
Relationships and communication
Public relations is about relationships (21
respondents)
Public relations is about communication (21
respondents)
What do we mean by communication?
Signs and symbols
A process developing meaning & altering the public
sphere
Relationships: one-way and two way
5
The European perspective: the Bled
Manifesto
Parameters of the field
Blurred boundaries
Problem solving and preventative (Buffer and Bridge,
Meznar and Nigh)
A professional management discipline
Involved in strategy & internal communication
Should be used in marketing, but….persuasion
Organisational behaviour and ethics
A way of conceptualising organisations
The European perspective: the Bled
Manifesto
Public relations as a field of research
Theoretical base under developed in Europe
Research limited
‘Good research’ and the dominant US Journals
Taught as vocational and undergraduate
Not seen as social phenomenon
The European perspective: the four
characteristics
Reflective
Managerial
Operational
Educational
6
The European perspective: the four
characteristics
Reflective
to analyse changing standards, values and
standpoints in Society and discuss those with
members of the organisation in order to adjust
the standards and values/standpoints of the
organisation accordingly. Concerned with
organisational standards, values and views and
aimed at the development of the mission and
organisational standards
The European perspective: the four
characteristics
Managerial
to develop plans to communicate and
maintain relationships with public groups
in order to gain public trust and/or mutual
understanding. Concerned with
commercial and other (internal and
external) public groups and with public
opinion as a whole and is aimed at the
execution of the organisation mission and
strategies
The European perspective: the four
characteristics
Operational
to prepare means of communication for the
organisation (and its members) in order to
help the organisation to formulate its
communication. Concerned with services
and aimed at implementation of
communication plans developed by others
7
The European perspective: the four
characteristics
Educational
to help all members of the organisation
become communicatively competent in
order to respond to societal demands.
Concerned with the thinking and
behaviour of organisational members
and aimed at internal publics
All is not the same in Europe
The European Commission
„ Plan D for Democracy
„ White Paper
The United Kingdom
„ Phillis Report, Hutton Enquiry
„ New communication model, process
based
Global Public Relations:
Asia and Beyond
K. Sriramesh, Ph.D.
Associate Professor
School of Communication & Information
Nanyang Technological University
Singapore 637718
E-mail: [email protected]
8
Asia: The sleeping giant is now awake!
Asia’s importance in a globalizing world
UNESCAP puts Asian population at 3.4
billion
Corresponding market size is also huge
with over 300 million middle-class
consumers in India alone
Asia as a market
However, doing business in Asia is also
a challenge
Diversity (e.g. cultures, religions,
political philosophies, mass media)
Region of conflicts requiring intense
cross-cultural communication
China and India are now leading the
resurgence of Asia after Japan, Hong
Kong, South Korea, and Singapore
Asia’s potential
Asia has been a “sleeping giant” as far as public
relations practice and pedagogy is concerned
Asian experiences should help us broaden the
horizons of the public relations profession but this
potential has not yet been harnessed
Such a knowledge will help the scores of MNC’s
entering Asia to develop research-based PR
strategies and techniques
9
Asia and Public Relations
For example, Public relations is more
often private relations in the Asian
context
personal influence model
Guanxi in Chinese culture
Nomunication in Japan
Knowledge of the relationship between
the uniqueness of Asia and public
relations is based very much on
anecdotal and not empirical evidence
Diffusion of PR agencies around the
world
Ethnocentricity in PR Practice
The diffusion of PR agencies helps us illustrate the
disparity in distribution of PR services (they seem
to be absent where the need is most)
Public Relations is an ancient profession and can
be traced to pre-biblical times in many parts of the
world
However, in its modern form, PR is seen mostly as
a twentieth century phenomenon based in the US
or Britain
10
Ethnocentricity in PR Practice
PR practice and scholarship have developed
ethnocentrically during the twentieth century
Western principles of public relations have been
exported to other regions of the world regardless
of local relevance
PR practice in most regions continues to be
modeled after the US or Britain
The profession seems to view values such as PR
professionalism or ethics in an ethnocentric
manner as if the world is homogeneous
Ethnocentricity has hurt the field
One-size-fits-all approach has hurt the holistic
growth of the field in a globalizing world
making the profession less effective
This also has hurt reputation of the field as
one that involves “spin doctoring”
Because of globalization, diversity needs to be
given greater respect by the field
Ethnocentricity in Education
Formal public relations education and training has
come of age in about 30 years
PR Education also is ethnocentric, like the profession
Courses in public relations writing, campaign, cases,
etc. rarely include examples from other regions of
the world
Few PR text books discuss socio-political diversity
around the globe as a factor that should be
considered by the PR industry
11
Ethnocentricity in Education
These same ethnocentric textbooks
are translated verbatim by Asian,
African, or Latin American countries
furthering the ethnocentricity
Developing countries display a
“West is Best” mentality that has
hurt the holistic growth of the
profession
Is there A Global Theory of Public
Relations?
Whether we have a global theory
of public relations is open to debate
We do have a good conceptual
framework that was used by The
Global Public Relations Handbook
However that normative framework
is yet to be tested internationally
and refined based on empirical
evidence
Is there A Global Theory of Public
Relations?
Because there of the paucity of empirical evidence
that confirms the elements of this framework, we
cannot yet claim that there is a global theory of
public relations
The ultimate goal should be to have an empirically
tested model of public relations that has predictive
capabilities globally
Only when PR professionals can use such a model
to “predict” how they should conduct public
relations in a given region can we claim that we
have a global theory of public relations
12
The Challenge
The Freedom House called the 20th century
“Democracy’s Century”
The 21st century appears to be the century of
globalization
Both the PR profession and education need to
realize this and be open to retooling themselves in
a holistic manner embracing diversity in all its
forms
Only then will the profession receive greater
recognition and credibility in an ever globalizing
world
Questions & Answers
Push *1 on your telephone key pad
to comment or ask your question
OR
e-mail your comment/question by clicking on the
“question icon” in the lower right corner of your
screen. Type your question or comment in the window
that appears, and then click “send.”
Submitted questions will be answered verbally as time
allows.
Thank you for attending!
If you have additional questions,
please submit them to
Toni Muzi Falconi at
[email protected]
13
Thank you for participating in today’s
teleseminar!
For a more in-depth discussion and interaction about these topics
and others, we hope you will join us for our 4-day executive
education program:
“Towards a New Global Public Relations Model:
From Theory to Practice”
May 31 - June 3, 2006
New York City
For details and registration, go to www.prsa.org, click on the calendar
of events, scroll down to this seminar and click on the title.
Additional topics for this executive education program
include:
Contemporary organizational behavior and trends
New publics, new technologies, new media, and new
measurement
And strategic leadership roles in managing relationship
systems for value creation
Space is limited. Early registration is encouraged!
14