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International Public Relations
Negotiating Culture, Identity, and Power



January 2007 | 320 pages | SAGE Publications, Inc

International Public Relations: Negotiating Culture, Identity, and Power offers the first critical-cultural approach to international public relations theory and practice. Authors Patricia A. Curtin and T. Kenn Gaither introduce students to a cultural-economic model and to the accompanying practice matrix to explain public relations techniques and practices in a variety of regulatory, political, and cultural climates.

Key Features:

  • Illustrates how theory informs practice: The cultural-economic model is built around the circuit-of-culture theory, and the associated practice matrix shows students how to apply this theory to any particular problem or issue.
  • Offers a truly international scope: Going beyond the Western, democratic, corporate perspective, this book critically examines the global diversity of public relations practice with examples from countries around the world.
  • Represents a paradigm shift in international public relations scholarship: Extending well beyond regional and case study approaches, the integrated critical-cultural technique of this book extends current theory.
  • Emphasizes values and ethics: Guidelines for ethical practice are provided to more effectively negotiate the international terrain.

Intended Audience:

This text is designed for advanced undergraduate and graduate courses in International Public Relations. In addition, it is an excellent supplemental text for courses such as Public Relations Theory, Public Relations Campaigns, Public Relations Planning and Management, and Public Relations Case Studies.


 
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

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