Blog Post 5:
Going Global: Public Relations and its Environment
Be able to answer the following questions, in your own words (simply reading a quote is no guarantee you understand the quote)
“A Theoretical Framework for Global Public Relations Research and Practice”
Instructions for access
- Go to mycampus and “library” tab
- Click on “databases”
- Find “netlibrary” and click on that
- In the search bar, type “Global Public Relations handbook”
- Click on “view this ebook”
- Find chapter 1, A Theoretical Framework for Global Public Relations Research and Practice
- Read the sections, and synthesize the ideas:
- What do the authors mean by “environmental variables”? (p. 1)
Environmental variables are factors of a country’s system that effect the way that public relations is practiced within it. These factors can be political, social, economic, and cultural. The name, practice, and training of public relations in these fields can all be effected by these particular variables.
- How does the political system influence how pr is practiced?
A nation’s political system dictates whether or not the government values public opinion. If it does, the practicing system tends to be the two-way symmetrical system in which the government values the opinion and uses it to drive forward it mission while relaying messages back to society. However, in countries where government does not value the opinion of the masses, there tends to be a one-way model where propaganda is created and distributed without caring for relationship management.
- What does level of economic development have to do with PR?
The higher economic development, and the higher the level of economic freedom lead to a more private-sector based public relations. When there is more freedom in the economy, businesses will have a more thriving public relations department. In countries where the economy is part of the public sector, the government is the main, or only, source of public relations information in regards to businesses or economics.
- What two types of culture are indicated here?
- What seems to be the idea of media reach and media access?
- Speculation: how might these two concepts extend to social media? (that is, this essay was written before the advent of social media, but what do you think they would say about it?)
Mycampus link: “Is there such a thing as European public relations”?
- Can we say that PR is practiced one way throughout all of Europe? Why or why not?
No, the European Union is comprised of 51 different countries with 23 different official languages. They each have their own individual culture and system of governments. Mild tensions still remain between the capitalist east and the communist west. These different countries all practice business in different ways. In some countries, public relations degrees are not even valued because of the belief that it can be learned in on-the-job experience. Some countries value press-release-based PR, while others see it as a journalistic function rather than a business function.
- Was there any sort of common heritage in the way PR developed in Europe?
Although the different countries of the EU have different persp
ectives and practices of public relations, PR evolved from a wartime propaganda strategy. Throughout the 20th century, Europe was war torn throughout WWI, WWII, and the Cold War. This propaganda through media relations developed the practice of PR.
- T/F: The term “public relations” is commonly used in European countries. Explain
False, the term public relations is rarely used in Europe. Most countries have some variation of the word ‘communication’ as their label for the practice. Other examples include a focus on relations and ‘affiliation work.’ It is hard for Europeans to define the practice since it is named differently and practiced differently throughout the countries.
- The countries that were formly communist tend to practice PR in terms of which of Grunig’s four models
These countries tend to use the press/agency publicity model, focused mostly on press releases to distribute information and create propaganda.