1 / 12

Chap. 6 – State of the Profession

Chap. 6 – State of the Profession. Global Public Relations. Botan’s PR Status Criteria. Level of national development Primary clients Legal/political context History of the practice. Botan says an analysis of these factors will reveal the state of practice in a given country.

aden
Download Presentation

Chap. 6 – State of the Profession

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Chap. 6 – State of the Profession Global Public Relations

  2. Botan’s PR Status Criteria • Level of national development • Primary clients • Legal/political context • History of the practice Botan says an analysis of these factors will reveal the state of practice in a given country.

  3. Various PR Paradigms • Cultural context influences PR development, e.g.: • German practice influenced by tradition of Max Weber • Asian practice influenced by social status • U.S. practice influenced by market forces • Understanding paradigm aids in preparing for international experience

  4. European Status • Growing professionalism, specialization within PR • Stress on Corporate Social Responsibility • Blended with marketing and advertising, but PR on the ascent • Communist legacy in Central & Eastern Europe left unique imprint on PR

  5. Vast Variety in Asian PR • Common factor is collectivism • Interpersonal communication emphasized • History of “development communication,” “nation building” • Japan’s Press Clubs

  6. African Profile • Economic and political challenges hampering PR development • Colonial influences with unique national characteristics • Importance of folk media in some settings

  7. Latin American PR in Flux • Growing media independence • Residual elements of colonial experience • Political influence present in many arenas

  8. Ancient Roots in Middle East • Modern PR strategies blend with cultural traditions such as poetry, public forums • Growing economic significance drives need for contemporary PR practice • Modernizations struggles with historically closed societies • Western influence is strong, but so is resistance to it

  9. Common Themes in Global PR • Movement from tactical to strategic activities • Increased audience segmentation • Emphasis on Corporate Social Responsibility • Need to measure results and effectiveness • PR specialization, e.g. financial PR • More attention on issues management and crisis communication planning/management

  10. Education: Key to Improving Global PR • Hampered by ethnocentrism • Lack of global PR materials such as case studies • Rapid growth in PR higher education since 1980s • U.S. is education leader, but is that appropriate?

  11. Public Perceptions of PR Mixed • Still plagued by negative impressions • “Spin” • “Hucksterism” • “Media manipulators” • “PR ploy” etc. • Glitz and glamour • Synonym for publicity

  12. Our Task: Build Credibility • Focus on ethical relationship building • Focus on reputation not image • Stress 2-way, dialogic communication structures • Advice and counsel to organizational leadership; improve organization to address public expectations, values • Social responsibility

More Related