Download Chapter 14 Public Relations Goes International

Chapter 14
Public Relations Goes International
Globalization
Terrorism
Public Diplomacy
Manheim’s Grid
World is Getting Smaller
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McLuhan’s global village.
Short time for travel and communication.
Businesses are global.
Globalization: world has shrunk as technology
increases ease of international business.
Technology and Globalization
Growth
• Internet allows fast and inexpensive global
communication.
• Supply chains can be global.
• Multiple transportation options globally.
Globalization always good?
• Assumption is globalization is good for
business.
– People like inexpensive goods.
• Same assumption is made for public relations.
• What are the unintended consequences?
Liberalization of Trade and
Globalization
• Reduced trade barriers and cost of doing
business internationally.
– Products at a local Wal-mart are less expensive to
make in China than in the U.S.
• Free market capitalism spreads.
• Multinationals dominate economies because
they can produce for a lower cost.
• World Trade Organization (WTO) looks to
facilitate trade liberalization.
Risk of Global Business
• Conflicts or disasters can disrupt supply
chains.
• Embarrassment from supplier with unethical
practices such as child labor.
• Unreliable safety of products.
• Often ignore cultural differences.
• Concern over protection of human rights.
Globalization and
Public Relations Challenges
• Organizations must deal with more diverse
constituents.
– Often know little about these new constituents
• McDonald’s and vegetarian options
• Meaning of product names
• Differing nature of media relations.
– Some journalist expect bribes.
• Challenge of managing reputation across
cultures.
Globalization and
Public Relations Challenges
• Organization target for attack because of its
home country.
• Close scrutiny of supply chains and practices
because of exploitation fears.
– Locating in countries with weak environmental or
labor safety regulations
Battle for Seattle
• WTO meeting was focus of activists in 1999.
• Concerns about the negative effects of
globalization on society.
• Activists from around the world such as
Ruckus Society.
Battle for Seattle
• Internet facilitating activist organizing.
• Media coverage highlighted “violence” in
protests and message was obscured.
• Corporations portrayed themselves as victims.
• Ultimately did raise awareness of the cause.
Transnational Advocacy Network
• “includes those relevant actors working
internationally on an issue, who are bound
together by shared values, a common
discourse, and dense exchanges of
information and services” (Keck & Sikkink,
1998, p. 2).
• Frame issues for news media and politicians.
• Focus on issues with global dimension.
Reflection Points
• What are the challenges presented by
globalization?
• How does public relations fit into promoting
globalization?
• How does public relations fit into opposing
globalization?
Terrorism
• Has unfortunate connection to public
relations.
• Should never be equated with public relations.
Definition
• Is a political term shaped by ideology.
– Can be debated who is a terrorist
• U.S. government defines terrorism as “the
unlawful use of force and violence against
persons or property to intimidate or coerce a
government, the civilian population, or any
segment thereof, in furtherance of political or
social objectives” (28 CFR Section 0.85).
Legal Aspects of Terrorism
• States can legally commit violence against
people.
⁻ State-sponsored terrorism
• Can be non-violent resistance through civil
disobedience.
• Civil disobedience is necessary to change laws.
⁻ Purposeful violation of unfair laws.
Conceptualizing Terrorism
• Violence is a defining aspect of terrorism.
• Terrorists do seek change.
• Fine line between activist and terrorist when
violence is involved.
Case of Ecoterrorism
• FBI defines ecoterrorism as “the use or
threatened use of violence of a criminal
nature against innocent victims or property by
an environmentally-oriented, subnational
group for environmental-political reasons, or
aimed at an audience beyond the target, often
of a symbolic nature” (Jarboe, 2002).
Case of Ecoterrorism
• Are groups like the Animal Liberation Front
and Earth First! terrorists or activists pursuing
a legitimate cause?
Terrorism and Media:
The Unfortunate Link
• Terrorist seek to convey demands or ideas to
other people.
• Desire for media to cover their actions to
convey these messages.
• Attacks create fear and pressure to change.
– Madrid train bombings
– London underground and bus bombings
Terrorism and Media:
The Unfortunate Link
• Media reports help to create the fear
terrorists desire.
• Violence becomes publicity tactic.
• News outlets around the world wrestle with
how to cover terrorism.
– Russia has the strongest limitations
Reflection Points
• Why is it problematic to say terrorism is a
form of public relations?
• How does public relations play a role in
terrorism?
• Is the use of violence ever justified to support
a cause or issue?
Public Diplomacy
• Original international public relations.
• Defined as government-to-people.
• Traditional diplomacy is viewed as
government-to-government.
• Government communicates directly to people
in another country.
• Part of the “soft power.”
Common Goals
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Increasing awareness.
Managing reputations.
Changing legislation.
Altering attitudes.
Connection to Public Relations
• Public diplomacy lacks understanding of how
to communicate to achieve the objectives.
• Public relations offers insights into how
communication can be used effectively in
public diplomacy.
Legal Constraints
• In U.S., public diplomacy/international public
relations is monitored.
• Foreign Agent Registration Act (FARA) requires
all public relations personnel that work for
foreign countries to register with the Justice
Department.
• Must report fees, provide copies of messages,
and list actions they take for clients.
Four Common Objectives
of Public Diplomacy
• Foreign investment.
• Drawing tourists.
• Maintaining favorable trading policies.
• Receiving foreign aid.
All show connections to public relations.
Foreign Investment
• Attract foreign investors.
• Similar to investor relations of corporations.
• Potential investors must appreciate
investment potential in a country.
Tourism
• Great source of revenue.
• Potential tourists must know the reasons to
visit.
Trade Policies
• Issues management can be used to influence
government policies.
• This includes trade policies.
Foreign Aid
• Constituents must know there is a need.
• Politicians must “like” the country.
Media and Country Reputations
• Constituents experience countries primarily
indirectly through the media.
• Therefore media coverage is powerful in
shaping country reputations.
• Research proves changing media coverage
changes country reputations even when no
substantive changes occurred.
Manheim’s Grid
• Two dimensions:
– Visibility, amount of coverage
– Valence, is coverage positive or negative
• Four quadrants.
• Each quadrant has special concerns for
practitioners.
Quadrants and Public Relations
• Quadrant 1: a high amount of negative
coverage so try to reduce the amount of
coverage.
• Quadrant 2: low amount of negative coverage
so try to transition from negative to positive
media coverage.
Quadrants and Public Relations
• Quadrant 3: low amount of positive coverage,
so try to increase visibility because the
coverage is positive.
• Quadrant 4: high amount of positive coverage
so try to reinforce the existing positive, high
visibility.
Convergence of Public Relations
and Public Diplomacy
• Public diplomacy should move beyond
manipulating reputations to understanding
constituents.
• Public diplomacy should move to more twoway communication.
• Governments need to consider how
corporations and NGOs affect public
diplomacy efforts.
Reflection Points
• What are the dangers associated with
manipulating country reputations through
public diplomacy?
• Should all countries be allowed to utilize
public diplomacy?
• What is the role of transparency in public
diplomacy?