1. Chapter 14 Public Relations Goes International
Globalization
Terrorism
Public Diplomacy
Manheim’s Grid

2. World is Getting Smaller
McLuhan’s global village.
Short time for travel and communication.
Businesses are global.
Globalization: world has shrunk as technology increases ease of international business.

3. Technology and Globalization Growth
Internet allows fast and inexpensive global communication.
Supply chains can be global.
Multiple transportation options globally.

4. Globalization always good?
Assumption is globalization is good for business.
People like inexpensive goods.
Same assumption is made for public relations.
What are the unintended consequences?

5. Liberalization of Trade and Globalization
Reduced trade barriers and cost of doing business internationally.
Products at a local Wal-mart are less expensive to make in China than in the U.S.
Free market capitalism spreads.
Multinationals dominate economies because they can produce for a lower cost.
World Trade Organization (WTO) looks to facilitate trade liberalization.

6. Risk of Global Business
Conflicts or disasters can disrupt supply chains.
Embarrassment from supplier with unethical practices such as child labor.
Unreliable safety of products.
Often ignore cultural differences.
Concern over protection of human rights.

7. Globalization and Public Relations Challenges
Organizations must deal with more diverse constituents.
Often know little about these new constituents
McDonald’s and vegetarian options
Meaning of product names
Differing nature of media relations.
Some journalist expect bribes.
Challenge of managing reputation across cultures.

8. Globalization and Public Relations Challenges
Organization target for attack because of its home country.
Close scrutiny of supply chains and practices because of exploitation fears.
Locating in countries with weak environmental or labor safety regulations

9. Battle for Seattle WTO meeting was focus of activists in 1999.
Concerns about the negative effects of globalization on society.
Activists from around the world such as Ruckus Society.

10. Battle for Seattle Internet facilitating activist organizing.
Media coverage highlighted “violence” in protests and message was obscured.
Corporations portrayed themselves as victims.
Ultimately did raise awareness of the cause.

11. Transnational Advocacy Network
“includes those relevant actors working internationally on an issue, who are bound together by shared values, a common discourse, and dense exchanges of information and services” (Keck & Sikkink, 1998, p. 2).
Frame issues for news media and politicians.
Focus on issues with global dimension.

12. Reflection Points What are the challenges presented by globalization?
How does public relations fit into promoting globalization?
How does public relations fit into opposing globalization?

13. Terrorism Has unfortunate connection to public relations.
Should never be equated with public relations.

14. Definition Is a political term shaped by ideology.
Can be debated who is a terrorist
U.S. government defines terrorism as “the unlawful use of force and violence against persons or property to intimidate or coerce a government, the civilian population, or any segment thereof, in furtherance of political or social objectives” (28 CFR Section 0.85).

15. Legal Aspects of Terrorism
States can legally commit violence against people.
State-sponsored terrorism
Can be non-violent resistance through civil disobedience.
Civil disobedience is necessary to change laws.
Purposeful violation of unfair laws.

16. Conceptualizing Terrorism
Violence is a defining aspect of terrorism.
Terrorists do seek change.
Fine line between activist and terrorist when violence is involved.

17. Case of Ecoterrorism
FBI defines ecoterrorism as “the use or threatened use of violence of a criminal nature against innocent victims or property by an environmentally-oriented, subnational group for environmental-political reasons, or aimed at an audience beyond the target, often of a symbolic nature” (Jarboe, 2002).

18. Case of Ecoterrorism
Are groups like the Animal Liberation Front and Earth First! terrorists or activists pursuing a legitimate cause?

19. Terrorism and Media: The Unfortunate Link
Terrorist seek to convey demands or ideas to other people.
Desire for media to cover their actions to convey these messages.
Attacks create fear and pressure to change.
Madrid train bombings
London underground and bus bombings

20. Terrorism and Media: The Unfortunate Link
Media reports help to create the fear terrorists desire.
Violence becomes publicity tactic.
News outlets around the world wrestle with how to cover terrorism.
Russia has the strongest limitations

21. Reflection Points
Why is it problematic to say terrorism is a form of public relations?
How does public relations play a role in terrorism?
Is the use of violence ever justified to support a cause or issue?

22. Public Diplomacy Original international public relations.
Defined as government-to-people.
Traditional diplomacy is viewed as government-to-government.
Government communicates directly to people in another country.
Part of the “soft power.”

23. Common Goals Increasing awareness. Managing reputations.
Changing legislation.
Altering attitudes.

24. Connection to Public Relations
Public diplomacy lacks understanding of how to communicate to achieve the objectives.
Public relations offers insights into how communication can be used effectively in public diplomacy.

25. Legal Constraints
In U.S., public diplomacy/international public relations is monitored.
Foreign Agent Registration Act (FARA) requires all public relations personnel that work for foreign countries to register with the Justice Department.
Must report fees, provide copies of messages, and list actions they take for clients.

26. Four Common Objectives of Public Diplomacy
Foreign investment.
Drawing tourists.
Maintaining favorable trading policies.
Receiving foreign aid.
All show connections to public relations.

27. Foreign Investment Attract foreign investors.
Similar to investor relations of corporations.
Potential investors must appreciate investment potential in a country.

28. Tourism Great source of revenue.
Potential tourists must know the reasons to visit.

29. Trade Policies
Issues management can be used to influence government policies.
This includes trade policies.

30. Foreign Aid Constituents must know there is a need.
Politicians must “like” the country.

31. Media and Country Reputations
Constituents experience countries primarily indirectly through the media.
Therefore media coverage is powerful in shaping country reputations.
Research proves changing media coverage changes country reputations even when no substantive changes occurred.

32. Manheim’s Grid Two dimensions: Four quadrants.
Visibility, amount of coverage
Valence, is coverage positive or negative
Four quadrants.
Each quadrant has special concerns for practitioners.

33. Quadrants and Public Relations
Quadrant 1: a high amount of negative coverage so try to reduce the amount of coverage.
Quadrant 2: low amount of negative coverage so try to transition from negative to positive media coverage.

34. Quadrants and Public Relations
Quadrant 3: low amount of positive coverage, so try to increase visibility because the coverage is positive.
Quadrant 4: high amount of positive coverage so try to reinforce the existing positive, high visibility.

35. Convergence of Public Relations and Public Diplomacy
Public diplomacy should move beyond manipulating reputations to understanding constituents.
Public diplomacy should move to more two-way communication.
Governments need to consider how corporations and NGOs affect public diplomacy efforts.

36. Reflection Points
What are the dangers associated with manipulating country reputations through public diplomacy?
Should all countries be allowed to utilize public diplomacy?
What is the role of transparency in public diplomacy?