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

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

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

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

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

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

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

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

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

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

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

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