Public Relations and Public Affairs from a European Perspective

1. Public Relations and Public Affairs from a European Perspective Instructor: Richard Bailey

2. Today’s agenda • Introductions • Richard Bailey (instructor), Gail Simmons (trip assistant) • About you • Defining Europe • How many countries are there in Europe? • Geographical and historical perspectives • About European institutions • About the course • Assessment • Teaching • Preparation and further reading • Italian language and culture

3. Richard Bailey • University lecturer and professional trainer in public relations • Member of the UK’s Chartered Institute of Public Relations • Blogger and magazine editor • Former PR manager and public relations consultant • Former business journalist (London and New York) • Degrees from Cambridge and York universities

4. Gail Simmons • Travel writer and photographer (published in UK and international journals) • Works with international NGOs • Formerly a tour leader for walking holidays in Europe • Qualification in Italian language from Università per Stranieri, Siena • Degrees from Keele and York universities

5. About you • Reasons for choosing this course • Recent or past connections with Europe • Special interests and experience

6. About Europe Left: EU members Below: Eurozone

7. Affiliations • Schengen countries (22) • EU members (27) • Eurozone countries (16) • NATO members (28) • UEFA members (53) • Eurovision Song Contest (39) • Council of Europe (47) • Redrawing the map (The Economist)

8. European countries (A-C)

9. European countries (D-H)

10. European countries (I-M)

11. European countries (M-S)

12. European countries (S-Z)

13. How did we get here? • Extent and importance of the Roman Empire Legacy Roads Buildings Government Roman law Roman alphabet Romance languages Roman Catholic church Holy Roman Empire Treaty of Rome

14. Subsequent European empires • Holy Roman Empire • Austro-Hungarian Empire • Code Napoleon/continental system • Third Reich (Nazi Germany) • Soviet Union and Warsaw Pact • EEC/European Union

15. A Christian continent? • Roman Catholic (southern Europe, Ireland, Poland) • Protestant churches (northern Europe) • Orthodox (Greece and eastern Europe) • Muslims in Balkans for centuries • North African immigrants in France • South Asian migration to UK • Turkish workers in Germany • Possible Turkish accession to EU

16. Europe’s legacy • Language, culture, political institutions • Scientific enquiry (Ancient Greece to Enlightenment) • Political thought (Locke, Rousseau to Marx) • Revolutions (1789, 1848, 1917, 1968) • Wars and empires • Why did Europe come to dominate the modern world (1500-2000) and not, say, China or India?

17. European institutions • Council of Europe (founded 1949, based in Strasbourg) • European Commission • Treaty of Rome (1957) • Lisbon Treaty (2007) • European Parliament • Council of the European Union • Court of Justice • European Central Bank • NATO(founded 1949, based in Brussels)

18. World languages

19. Assessment information After During Before

20. Book reviews • Review three books from the recommended reading list (or others by prior agreement) • Books on international public relations • Books on PR from a European perspective • Books on specific European countries • Guidelines on writing a book review (Behind the Spin) • Book reviews (University of North Carolina)

21. Case study Corp Talk Inc is a new service designed for business communications, building on and integrating a number of open interface tools to improve the efficiency and effectiveness of business communications in a Web 2.0 world. Though a start-up business, Corp Talk is well supported by venture capital funding and its CEO is Daniel J Breslin who has worked for Google in an international management role. Corp Talk has attracted the interest of a number of key industry players thought to include Oracle and Microsoft, though management’s stated goal is to remain independent and to raise capital through an IPO when market conditions are more favorable. The company now plans to expand to Europe and you are a key member of the team advising MrBreslin on: • A European tour to meet potential partners, business customers, key media and government contacts • A strategy for establishing a presence in Europe including the appropriate location of a European headquarters, the presence needed in other major European countries, a structure for communications management in Europe and recommendations on the need for external public relations consultancy support (if any)

22. Research assignment • Choose one country from the major European states (or another by prior agreement): • Write a two-page country briefing document for Mr Breslin’s European visit (10 points) • Prepare a ten minute presentation to be given in class about your chosen country (and prepare to be asked questions) (5 points)

23. Major countries • Belgium • Czech Republic • Denmark • Finland • France • Germany • Greece • Italy • Netherlands • Norway • Poland • Russia • Spain • Sweden • Switzerland • Turkey • Ukraine • United Kingdom Criteria: population, size, cultural and economic significance

24. Country profiles • A country profile describes the political, economic, legal and social structures along with media characteristics. • Media control: ownership of media and control of editorial content • Media outreach: ability of media to diffuse messages; extent of media saturation • Media access: extent to which any segments in society can access media to disseminate messages • A cultural profile suggests what may be effective in a country • Past orientation emphasizes history and tradition (UK) • Present-orientation values the moment (Latin America) • Future-orientation emphasizes change (USA) • Individualism versus authority • Hofstede’s cultural dimensions • Communication components • Verbal or non-verbal (visual) • Rhetorical style • Decision-making practices Hall ET (1976) Beyond Culture, Doubleday Hofstede G and Hofstede GJ (2005) Cultures and Organizations – Software of the Mind, McGraw-Hill Sriramesh, K and Vercic, D (2009) The Global Public Relations Handbook: Theory, Research and Practice, Routledge Zaharna, RS (2001) In-Awareness Approach to International Public Relations, Public Relations Review, Volume 27, Issue 2, Summer 2001, Pages 135-148

25. Blog posts • We have a class blog • Login here • User name: bologna2010 • Password: [on request] • You are two write two short articles suitable for the blog, one for each week you are in Bologna (June 11 & 18). You could: • Write about some aspect of the course • Write about visiting Italy (culture, art, food, sport, language) • Write about your meetings with PR specialists such as Toni MuziFalconi • Write about an international public relations topic (such as the Stockholm Accords) • Write about a current news event in Europe • Reflect on the US from a European perspective

26. Feature article • You are to write an article on the differences between public relations in Europe and in the U.S., suitable for publication in Behind the Spin magazine • 1,000 words; deadline: June 18 • Magazine article, not academic essay • Written for an audience of students and young PR practitioners • One article will be chosen for publication (it will be the oneconsidered most suitable, notnecessarily the one with thehighest grade)

27. Group presentation • Working in small groups (6x2, 1x3), you are to present for 15 minutes on one of the following themes (10 points) drawing on European examples and academic literature: • Media relations (and social media) • Corporate Social Responsibility (CSR) and sustainability • Internal communication • Issues and crisis management • Public affairs • Marketing communications • Financial public relations / investor relations • PR management skills

28. Final project • Proposal on European communication management for Corp Talk • Preliminary ideas presented on June 18 (10 points) • Outline the challenge • List the research to be conducted • Written proposal submitted July 16 (20 points) • Formal business document (2,000 words) • Costed proposal for in-house personnel • Recommendations on use of consultancy support

29. Teaching • Variety of methods • Discussion of news, readings, case studies • Limited lecture material • Writing skills workshop • Student presentations • Live and recorded contributions from practitioners and academics • Visit by Toni MuziFalconi to discuss the Stockholm Accords • Recorded talks: RudigerTheilmann (Germany) and GyorgySzondi (eastern Europe); Bruno Amaral (new theory) • Recorded interviews with PR managers (e.g. Chris Tucker, former global head of PR for Barclays) • Recorded interviews with PR consultancy heads

30. Turnitin

31. Preparation • Cornelissen, J (2nded 2008) Corporate Communication: A guide to theory and practice, Sage • Tench, R and Yeomans, L (2nded 2009) Exploring Public Relations, FT Prentice Hall

32. Preparation • Subscribe to the class blog and follow some of the links • In particular, tune into the debate about The Stockholm Accords (see this and this from Paul Seaman) • Read international news about Europe generally, and your chosen country specifically

33. Italian language and culture • English is not widely spoken outside the major tourist cities • Italians are well-dressed in public (shorts are only worn on the beach) • Nothing is more interesting than hanging out (‘faniente’) • Advice on living in Italy on the blog • Suggested short trips from Bologna

34. Short visits from Bologna Turin Milan Verona Venice Padua Parma Modena Ferrara Ravenna Rimini Florence Lucca Pisa Siena Rome