Download Common Ground

Chap. 1 -- Common Ground
Global Public Relations
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Describing Public Relations
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Common elements
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A management function
Two-way communication
Planned activity
Research-based
Socially responsible
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Components
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Media relations
Internal (employee/member) relations
Community relations
Investor relations
Crisis communication planning &
management
Advice and counsel to organizational
leaders
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Principles of Excellence
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Involvement in strategic management
Direct reporting to senior leadership
Integrated communication functions
Distinct/separate from other functions
Qualified PR managers
2-way symmetric model (external and internal)
Diverse organization
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Two Basic Levels of PR
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Technician
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Entry-level
Application of PR
“tools”
Writing, editorial
“As directed”
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Manager
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Strategic planning
Research
Evaluation
Counseling
Decision-making
process
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Most Important Skills
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Writing
Verbal
Business sense
Work in teams
Social sense
Time management
Cross-cultural
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PR distinct from journalism
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Similarities
Writing common to
both
Gathering information
Working to deadline
Journalists in PR
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Differences
Scope: PR is broader
Objective: PR is
persuasive
Audiences: PR
segments
Channels: PR uses
multiple channels
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PR distinct from advertising
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Both rely on media
Advertising is controlled by communicator
 Organization controls content, placement
Pay for advertising
Advertising narrow in scope and purpose
Short-term sales objective for advertising
Need to evaluate impact in terms of sales
Advertising is one-way communication
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PR distinct from marketing
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Marketing is consumer/customer-limited
Marketing aimed at selling products and
services
Both persuasive, but PR fosters dialogue
PR can support marketing
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Different cultures -- different
approaches
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Language is one small part
Other forces create differences
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History
Ecology
Technology
Institutions
Culture
Need to understand; avoid ethnocentrism
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Your international PR
assignment
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Learn about cultural patterns you will
encounter
Study patterns of your own culture
Reflect on your own personal
patterns
Compare your patterns to new
culture; identify differences
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Guidelines for success
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Experience counts
Global vision, local touch
Language, cultural study;
professional activities -continuously
Issues cross borders quickly
Stick to principles
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Competence spiral
Initial
preparation
Assignment
seeking
Improved
cultural
competence
International
Assignment
Success,
Satisfaction
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