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Week 4 – International Public Relations

Week 4 – International Public Relations. It’s a big world out there. It will be different. Except for that, nothing is guaranteed. Written report #1. Research an actual public relations campaign

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Week 4 – International Public Relations

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  1. Week 4 – International Public Relations • It’s a big world out there. • It will be different. • Except for that, nothing is guaranteed.

  2. Written report #1 • Research an actual public relations campaign • Either contact an organization directly or rely on case study reports in various library books, the Internet and/or journals. • E.g. www.prcentral.com; www.1pr.com; www.prnewsus.com; www.prroundtable.org; www.ipra-net.org; www.prsa.org; www.iabc.org • This report should evaluate all campaign elements based on the RPCE model. • Come to class September 18 prepared to discuss the proposed topic of their project. • Report due October 28. • Written reports must be typed, double-spaced, be no longer than three pages and no shorter than two pages.

  3. The world in 1600 • Powerbase: military (primarily navy) • Spices • Slaves • Gold • Centers of power • Spain • England • Portugal • Netherlands

  4. The world in 1900 • Powerbase: wealth and military • International trade • Colonialism • Centers of power • England • Germany • France • Russia • United States

  5. The world in 2000 • New powerbase • Oil and other energy sources • Intellectual resources • Manufacturing resources and manpower • Shifting centers of power • United States • China • Japan • European Union • Middle East

  6. The world in 2050? • Issues: • Global climate change • Natural resource depletion • Fossil fuels • Water • Food • Population growth and shift • Increasingly available and affordable technology • Ideological conflicts

  7. Globalization of business & economics • Increased global trade • Overseas sourcing • China, Korea, India • European Union (EU) • Common currency (Euro) • Decreased internal trade barriers • NAFTA

  8. Invisible borders • Does company nationality matter? Why? • Headquarters • Manufacturing • Distribution • Taxes and tariffs • Meta-national entities • Shifts in power balance • Who has the power? Why? • Emergence of “telecommunities”

  9. For next class • Be prepared to discuss your Written Report topic.

  10. Bhopal – issues • Location • Distance from HQ • Language, cultural, governmental differences • Lack of telephone lines into city • Little interaction with the community • Company structure • UCIL ownerership vs UCC • Control & oversight of plant operations • Lack of cooperation for UCC PR staff • Lack of viable crisis management plan • Slow communication to US management • No local PR professionals

  11. Bhopal – lessons • Monitor internal activities • Maintain high standards • Eliminate irresponsible policies • Anticipate potential issues • Maintain crisis management plan • Do the research • It avoids surprises

  12. Bhopal – lessons • Be open and candid with the media and your publics. • Make immediate use of existing programs and accentuate their strengths. • Don’t forget secondary publics. • Shareholders, customers, government officials, etc. • Remember, every crisis is different.

  13. For next class: • CBB – Chap 7-8

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