You are here

International Public Relations
Share

International Public Relations
Negotiating Culture, Identity, and Power



March 2007 | 320 pages | SAGE Publications, Inc
International Public Relations: Negotiating Culture, Identity, and Power offers an innovative critical approach to international public relations theory and practice. The book presents the cultural-economic model of international public relations practice, a model that describes and explains public relations techniques and practices in a variety of regulatory, political, and cultural climates.

Going beyond the Western, democratic, corporate perspective, the book critically examines the global diversity of public relations practice in such areas as travel and tourism, sports and international goodwill, non-profits, trade associations, and government national-building and branding efforts. The book questions existing public relations theory by illustrating how public relations is often practiced in countries significantly different from those in the West.

International Public Relations: Negotiating Cutlure, Identity, and Power provides a theoretical and practical foundation for public relations researchers and scholars that accounts for cultural differences and the challenges of public relations practice in an era of increasing global interdependence and interconnectedness.

 
Preface
Acknowledgments  
 
1. The Challenges of International Public Relations
In Search of an Identity: Defining Public Relations  
Myriad Forms of Public Relations  
Cultural Relationship Constructs  
International Public Relations Today  
Chapter Summary  
 
2. Opening Global Gateways
Multinational Corporations: Global Opportunities and Problems  
National Image Cultivation  
Travel and Tourism  
Sports and International Goodwill  
Nonprofits and International NGOs  
Trade Associations  
Keys to Opening Global Gateways  
Chapter Summary  
 
3. Global Public Relations and the Circuit of Culture
Language, Meaning, and Culture  
The Circuit of Culture Model  
Applying the Circuit of Culture to Practice  
Chapter Summary  
 
4. The Regulatory Environments of Global Public Relations Practice
Notions of Regulation  
Shifting Politics, Evolving Public Relations  
The Agents of Blurring Boundaries  
Cultural Norms: The Hidden Regulators  
Regulating Global Public Relations Practice  
Chapter Summary  
Case Study: Smallpox Eradication Campaign  
International Power and Politics  
Bucking the Bureaucracy  
Adapting to Local Norms and Cultures  
Implications for International Practice  
 
5. The Face and Shape of Global Public Relations Campaigns Materials
Representing Representation  
New Discourses Through Technology and Trade Shows  
The Representation of a Fast Food Superpower in Asia  
Paradise Found in the Galápagos Islands  
Of Representation and New Understandings  
Chapter Summary  
Case Study: Smallpox Eradication Campaign  
Government Relations  
Employee Relations: Creating a Global Army  
Movilizing Public Support for Eradication  
Media Relations  
Implications for International Practice  
 
6. Practicing Public Relations in a Global Environment
Global Dimensions of Public Relations  
The Globalization of Public Relations and the Circuit of Culture  
The Internal-External Paradox Meets the Global-Local Nexus  
Negotiating Asymmetry  
Chapter Summary  
Case Study: Smallpox Eradication Campaign  
Technology and Production  
Campaign Strategies  
Managing a Global Workforce  
Implications for International Practice  
 
7. Consumption: Rethinking Publics and Practice
The Moment of Consumption  
Public Relations Practice and Consumption  
The Challenges and Ambiguities of New Technology and Globalization  
Chapter Summary  
Case Study: Smallpox Eradication Campaign  
Smallpox Deified  
Cultural Factors Leading to Preferred or Negotiated Readings  
Cultural Factors Leading to Oppositional Readings  
Implications for International Practice  
 
8. Contested Identities, Shifting Publics in a Globalized World
Constructing Identities  
Organizational Identities  
Defining National Identities  
Chapter Summary  
Case Study: Smallpox Eradication Campaign  
Negotiating National Versus International Identities  
First World Versus Third World Values  
Holy Warriors Versus the Enemy  
Creating Campaign Icons  
Implications for International Practice  
 
9. Capturing the Synergy of the Circuit: The Cultural-Economic Model
Lessons From the Smallpox Eradication Campaign  
Needed: A New Model of International Public Relations Practice  
The Cultural-Economic Model of International Public Relations Practice  
Chapter Summary  
 
10. Circuiting the Globe: A Practice Matrix
Assumptions of International Public Relations  
A Practice Matrix for International Public Relations  
Applying the Matrix  
Contributions of the Matrix  
Chapter Summary  
 
11. Ethical Considerations in Global Practice
The Problem of Cultural Relativism  
Globalization and the Shift of Power  
Common Approaches to Public Relations Ethics  
New Ethical Approaches and Practitioners' Roles  
Chapter Summary  
 
12. The Future of International Public Relations Practice
Implications for Practitioners Embracing the Cultural-Economic Model  
Where Do We Go From Here?  
Chapter Summary  
 
Bibliography
 
Index
 
About the Authors

International Public Relations is one of the growing fields both professionally and academically. This book not only encourages the reader to understand the impact of economic and cultural models in the practice of public relations, but also provides an exclusive insight into the international practice of public relations. The book pragmatically examines the challenges of international public relations, investigates the impact of culture, identity on public relations globally by adopting a case study approach which is extremely beneficial for the undergraduates. The course at DMU includes an assignment on International Public Relations which requires researching international public relation practices. Hence this book can guide the learning that is required for conducting the research.

Dr Indrani Lahiri
Communications , De Montfort University
March 10, 2016

Individual chapters will be used in class.

Miss Barbara Czarnecka
Department of Marketing, Bedfordshire University
July 13, 2010

For instructors

Select a Purchasing Option


Paperback
ISBN: 9781412914154
£67.00

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

SAGE Knowledge brings together high-quality content from across our imprints, including CQ Press and Corwin titles.