PUR4404C Notes PDF

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Module 1 Thursday, August 23, 2018 11:21 AM

What is PR?  Audience - every public relations program is audience driven  Goal = build relationships with audiences  What motivates most of us is what lies in our value system o Awareness, acceptance, attitude change, behavior change o Accomplished mainly through written and spoken communication  Build relationships through trust o Build trust through truth o Build mutually beneficial relationships for the long term How to succeed in PR  Master basic PR competencies o Write o Problem-solving o Verbal communication skills o Presentation capabilities  Understand the current environment o Read o Listen o Observe o Historical context o Cultural context o Viewpoints o Issues  Understand and use the language of business o For profit and not for profit  Understand management challenges o Interpret for the CEO o Influence the C-Suite  Understand history, culture and value systems of host country where you are communicating

Module 2 Wednesday, August 29, 2018 9:00 AM

Evolution of the Profession Video:  Societal forces that precipitated milestones in pr history  WW2 as the turning point in the growth of the profession  Pr evolved as the result of social pressures on organizations  Open record laws, restrictions on lobbying empowering public opinion  Uncensored communication = proactive and reactive pr  Social mandate - public opinion demanding social responsibility  Growth of large institutions:

o Ivy Lee's values applied to the robber barons' dilemma o Vast middle class Growth of democracy: o Direct influence through the ballot box o Need to be responsive to public sentiment and pursue policies that reflect that sentiment o "it became more necessary to communicate with the public proved to be more efficient to be open than to be secretive" o Increased access to information by the public or an increase in the ability to influence management decisions o Labor union development o Access to financial information o Open record laws o Consumer movement

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Sophisticated publics o Combined with the growth of democracy, interest in public debate and a desire to monitor and influence o With sophistication became able to organize themselves into more well-defined social movements Communication technology o Each advancement permitted more segmented society to enter the sphere of public discourse the competition escalated between those seeking dialogue and those seeking control o Commercial services available to practitioners Social interdependence o Trade in itself did not create a global recognition of the worlds increasing economic social interdependence o Population growth and its consequences on the global environment have been bringing the realization down to personal concern o Global citizenship recognition of interdependence advancement of human rights, humanitarian and international interventions strengthening of the power of world opinion and alliance among democracies Conclusion o Agenda building and agenda setting potential o Power to move and shape public opinion o Responsibility

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Module 3 Wednesday, September 12, 2018 2:11 PM

Ethics and Professionalism in PR  We can be lobbyists - can happen as a result of being pr for awhile, would not practice pr on an everyday basis (Nick Kennedi, thank you for smoking) 

What is ethics concerned with?

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Why is it important? Ethics helps serve stakeholders interest Ethics is key to making professional decisions Unethical behavior gives pr a bad name

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Ethical advocate Advocating a cause while communicating ethically Practitioners can serve society while advocating for a cause/corp/client Intel Coercion v propaganda v persuasion  Right reasons serving stakeholders ethical behavior = persuasion

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Ethics and public relations guideline (Bowen article) Establish ethical parameters before they are needed Know your own value - what is your value system? Spot and discuss ethical issues Identify core values and instill an ethical organizational culture Educate the decision-makers in the organization Engage in examining ethical dilemmas - moral courage

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Ethics is concerned with how we should live our lives. It focuses on questions about what is right or wrong fair or unfair caring uncaring good bad responsible or irresponsible and the like

PRSA code of ethics How did it evolve?  Codified or aspirational - prsa operate off of aspirational Global alliance for public relations and communication management  Global alliance/ga Applies to all prsa members Places emphasis on shared values, rather than enforcement  Members can be expelled Increase awareness of ethical best practices Core values: advocacy, honesty, expertise, independence, loyalty, fairness

Ethical analysis Comparative (descriptive) ethics:  Study of people beliefs about morality (what do ppl think is right) o Normative (prescriptive ethics)  Study of ethical theories that prescribe how ppl act (how should ppl act) o Applied ethics  Philosophical examination, from moral standpoint, of issues in private and public life that are matters of moral judgment - pr usually does (how doe we take moral knowledge and put it into practice) o Meta-ethics  Study of what ethical terms and theories actually refer (what does right even mean? o

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PR Practitioners Are ideally informed to counsel management about ethical issues Know their public or audiences values Can conduct ethical analyses to guide organizational policies and communication

Bowen quote: careful and consistent ethical analyses can facilitate trust which enhances the building and maintenance of relationships

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PR as a profession What makes a profession> Does pr qualify  An increasing body of literature  Maybe: no prescribed standard of education  Has theoretical foundation - still growing w American bias  No mandatory period of apprenticeship  No laws that govern admission to the profession The licensing approach Advocates say it would help to  Define the practice  Establish educational criteria  Set professional standards  Protect clients and employers  Protect qualified professionals  Raise pr credibility The accreditation approach Voluntary certification may involve:  Exam  Samples of work - portfolio  Years of experience  Continuing education International accreditation Licensing…  Brazil  Peru  Panama  Puerto rico  Nigeria  South africa Corruption perception index: transparency international Where does the us rank?

Cultural Metrics  o o o

Why is it important to pr? Get generalizations Communication patters and relationship building Although they concern interpersonal communication and relationships, organizational efforts…are a sum of many individual exchanges involved

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High context culture Covert and implicit Messages internalized Much nonverbal coding Reactions reserved Distinct ingroups and outgroups Strong interpersonal bonds Commitment high Time open and flexible

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Low context culture Overt and explicit Messages plainly decoded Details verbalized Reactions on the surface Flexible ingroups and outgroups Fragile interpersonal bonds Commitment low Time highly organized

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Factors affecting the context Setting and circumstances Relationship between interlocutors Attitude and opinions "the greater the accumulation of shared experiences between communicators the greater the clarity that can be achieved with very economical exchanges"

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Hofstedes cultural dimensions Geert Hofstede 1965  Individualism vs. collectivism  Power distance  Uncertainty avoidance  Masculinity vs. femininity Michael bond o Long term orientation

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Michael minkov Indulgence vs. restraint

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Power distance The degree to which the culture believes power should be distributed among its members Predictors of distance  Population size  Latitude  Wealth

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Uncertainty avoidance The ability of members of culture to adapt to change and cope with uncertainty The degree to which members can accept ambiguity

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Masculinity-Femininity The degree to which a culture values achievement and assertiveness (masculine) or nurturing and social support (feminine)

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Chronemics Monochronic View time as something linear that can be divided into neat, precise packages or blocks Managing and controlling time efficiently is important (USA) Polychronic Far less servants to clock Managing relationships is viewed as more important Proxemics The preferred structure of our personal space in various settings Categorization of circumstances  Four level of spatial territory  Intimate  Personal  Social  Public Haptics The degree of touching

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Some cultures place emphasis on physical contact during conversations and this can cause confusion in less tactile culture Where it is appropriate to touch someone and who can touch whom Occulesics Use of eye movement Some cultures use a lowered gaze to show respect but this may wrongly be gauged as evasiveness a lack of interest or even insulting by someone from a culture that values direct eye contact

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Module 7 Tuesday, October 2, 2018 4:51 PM

Broad cultural profile:  Misconception that asia is a monolithic continent o North vs. south east  Overall hofstede cultural dimensions o High collectivism o High power distance o Low/high uncertainty avoidance

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o Long term orientation Public relations beginnigs: mainly a government function, nation m=building then private sector Influence of Confucius: Not a religion but rather a set of principles and rules of ethics Social order and stability Unequal relationships Respect and obidience Family as a model for all other relationships High importance in teaching and learning

Second most poplulous country 1/3 of pop speaks english - language of the business class Rapidly growing middle class 70 percent of pop still living in rural or village settings Cultures and languages vary sharply regionally Independence from great britain in 1947 Mass media - high degree of independence Development of modern pr o Bollywood o Expansion of indian railwyas o Public relations practitioners as fixers  Those who could make things happen for the client o Falls mainly wihtin press agentry model o Strong interpersonal relationships o Practitioners younger than supervisors  Little autonomy Malaysia  Four distinct ethinic groups o Malay, chinese, indigenous, indian  Islam - dominant religion o Buddhism, taoism, hindi, are also prominent  Undr british colonial rule  Early practice of pr o Govt run nation building campaign  New economic policy of 1969 o The disengage the links between race and specific occupations

Module 10 Part 1 Friday, October 12, 2018 11:52 AM

Scope and Diversity:  Beg. Of civilization  Oil based economy  Importance of religion  Cultural aspects o High in power distance

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Middle of individualism/collectivism Strong masculinity Middle of uncertainty avoidance Emotional neutrality as perception

Saudi Arabia  Mecca and medina  Government - monarchy  Oil based economy  Non-muslim require an invitation to enter the country  Public activities are segregated by gender o Male dominated society  Respect for religion PR in saudi arabia  Cradle of pr  Pr is related to oil industry economy o ARAMCO: Arab-american oil company  Conflict w some saudi religious leaders  Aim to change the worlds stereotype by western media  Limited support from top management squeezed budget

Module 13 Wednesday, November 7, 2018 5:07 PM

Transactional Relations:  Linkages across international boundaries o One actor = non-state eg NGO MNC TNC o (multinational, transnational corporations, home vs host country) o One actor = sovereign state/country/government Transnational relationships  Close and complicated US latin american relations o Free trade agreements o Cooperation for security concerns o Relationship with other countries o US development and economic aid  More cooperation and integration in the region  Changing political environment  Influence of latinos in the us Practioners, need to be aware of the transnational nature and influence of latin american public  Need to think of their impact locally and transnationally  Need to consider consistency  Need to be informed about the issues they face in both

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Especially when issues are transnational in nature, such as immigration, economics, trade, human rights issues etc.

Module 13 Thursday, November 15, 2018 2:24 PM

Civil disobedience and non-violent resistance:  India - ghandis campaigns v british empire  South africa - fight againt apartheid  USA - civil rights movement  Czechoslovakia - velvet rev v communist party  East germany - oust communist government  Baltic coutries - singing rev v soviet union (estonia/latvis/lithuania)  Georgia - rose rev for parliamentary elections  Ukraine - orange rev for presidential elections

Cultural profile  Uncertainty avoidance o High - more written and formalized rules - russia o Low - tend to accept new products and technologies - estonia  Power distance o High - large income differentials and by small middle class, corruption - poland o Low - fewer supervisory personnel and decentralization of roles - czech rep.  Collectivisim/individualism

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o Collectivist - high context communication - romania o Individualist - media is the primary source - estonia Masculinity/femininity o Masculine - challenge, competition, recognition and advancement - slovakia o Feminine - more service oriented - relationship quality of life - estonia

Freitag & Stokes, Chapter 11 · What is coercive isomorphism? Coercive isomorphic change involves pressures from other organizations in which they are dependent upon and by cultural expectations from society. Some are governmental mandates, some are derived from contract law, financial reporting requirements. · Describe the relationship between multinational corporations and the public relations industry in Mexico.

Outside media relations, there are other developments in Mexican public relations. Companies are increasingly responding to stakeholders, for example. Chiquita Brands International, the once notorious United Fruit Company, now lets the Rain Forest Alliance certify its farms’ environmental practices. As in other Latin American regions, public relations in Mexico continues to move beyond publicity and media relations functions (Garrett 2005). Research delineates the shift from government to industry representation, the move from press agentry and public information models to more research and counsel, centralization trends, and the evolving roles of practitioners from technicians to managers (Johnson 2005b) · Explain self-censorship in Colombia, Mexico, and Venezuela.

· Discuss public relations industry growth in Colombia, Mexico, and Venezuela.

· What is NAFTA? How did it influence the practice of public relations?

In addition to economic changes due to its North American Free Trade Agreement (NAFTA) membership, Mexico’s evolving democracy,

improving information technology and strengthening media system cultivate its public relations development (Molleda and Moreno 2006). Public relations in Mexico has been accelerated by the establishment of NAFTA. NAFTA helped Mexico embrace openness, the democratic process, and greater professionalism and expansion of public relations across diverse organizations (Johnson 2005a). NAFTA and other trade-related public relations also influence Mexican public relations roles and increase the development of public relations managers, in addition to technicians, in the country (Johnson 2005a). NAFTA, however, has increased the Mexican economy’s dependence on the US, and Mexican public relations professionals must respond to economic fluctuations caused by the trade agreement (Molleda and Moreno 2006). · How does Mexico’s political environment affect public relations practice and the role of NGOs or not-for-profits in CSR (Corporate Social Responsibility) programs.

International public relations firms, growing business media, more cause-related marketing, and increased NGO activity are helping the public relations and advertising industries to thrive Mexican public relations efforts, however, still face challenges owing to unequal wealth distribution and distrust of media, politicians, and some businesses. As such, public relations practitioners working in Mexico must prioritize ethical practices, particularly in carrying out government and media relations. · What is the essence of the Latin American public relations philosophy? In essence, the Latin American School of Public Relations

stresses the interests of the community and responds to the economic, social and political realities that influence public relations practice · What are the two top public relations markets in the Latin American region? Freitag & Stokes, Chapter 12

· What are the characteristics of the transitional environment experienced by Central and Eastern Europe? What is the legacy of the collapsed Soviet Union? Countries of the region are at different stages of their transition, as some of them are already EU and NATO members while others are still struggling with the establishment of democracy and a market economy.

· Describe the role of public relations according to Gyorgy Szondi · What are the effects of the socialist heritage on CSR initiatives?

However, CSR is still lagging behind Western European practices. A recent study of eight Central and Eastern European countries found that CSR is generally seen as an addition to core business activity and is often connected with philanthropy and sponsorship. Although more and more companies in the region are adopting CSR strategies and are involved in forms of stakeholder dialogue, the absence of a dynamic citizen movement limits the ability for stakeholder opinion to help shape strategy. · What was the consequence of Gorbachev’s glasnost and perestroika policies on the Russian media system?

The winds of change date back to the reform-minded Mikhail Gorbachev, who introduced the policies of glasnost (openness) and perestroika (restructuring) in 1985 to modernize Soviet communism by economic and political reforms. Hardline communists tried to remove him from power in 1991 in an unsuccessful military coup, which led to the collapse of the Soviet Union. Boris Yeltsin was elected president in June 1991, just a few months prior to the disintegration of the Soviet Union, which broke up into fifteen independent states · Define what the term black public relations meant in Russia in the early 1990’s.

The notion of “black public relations” is often dismissed as manipulative propaganda or unethical practice; some US scholars even claim it does not exist at all. It also demonstrates that political use of public relations is dominant and widespread · Describe public relations in Russia today.

The dynamic economic development of Russia’s economy in the last few years has created

further demand for professional public relations: the Russian public relations industry grows at an annu...