Session1 – Unit Overview and Theoretical introduction
The lecture will present general information of this unit and an overview of the field of international PR.
Where to position the field of ‘International PR and Advertising’? What will you learn?
This unit is concerned with the inclusion of cultural differences, environmental changes in the practice of international PR, predominantly from the perspective of governments, nongovernment organizations, multinational corporations and media.
- Unit Outline
- Online search on the definition of international public relations and advertising.
No tutorial in Week 1.
Session2 – History of Public Relations and Advertising
An overview is given about the history of PR – a field which originated in the United States. Highlighted are the ‘American values’ that are still part of the practice of PR and Advertising. In general an approach is taken using cultural studies and international communication concepts to develop international public relations theory.
What is Public Relations? What is International Public Relations?
Chia, Joy and Synnott, Gae (2012) An Introduction to Public Relations and Communication Management Sydney: Oxford University Press, pp4-12
Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson, pp. 27-57
Session 3 – Basic Concepts of International PR
What are the basic concepts of International Public Relations? What are the processes of communication and how do people react to public relations and media? How is public opinion constructed and experienced? Recognise the processes of persuasion and manipulation.
Littlejohn, Stephen W. (1989) “System Theory”, in Theories of Human Communication. Belmont: Wadsworth
Heath, Robert L. (2001) ‘Defining the Discipline’, In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage, pp. 1-9
Chia, Joy and Synnott, Gae (2012) An Introduction to Public Relations and Communication Management Sydney: Oxford University Press, pp31-43
Session 4 – International PR and Public Diplomacy
What is the relationship between international public relations and public diplomacy? How can international public relations be used to promote a government’s policy? What are the challenges for international public relations in terms of promoting a country’s image?
Doksoz, Rachael E. (2004) ‘Public Relations and Romania: Tourism and Dracula’s Homeland’, In: Tilson, Donn James and Emmanuel C. Alozie Toward the Common Good. Perspectives in International Public Relations, Boston: Pearson, pp. 163-175
Siddiqui, Kamal and Alam, Quamrul (2010) Diplomacy and Statecraft Prahran:Tilde University Press pp59-69
Session 5 – PR and Marketing in Organisations
International PR plays a significant role in multinational organisations. To this end it is very important to differentiate between public relationsand marketing. How can these tools and strategies be brought together to form an integrated marketing communication approach?
Hutton, James G. (2001) ‘Defining the Relationship between Public Relations and Marketing’, In: Heath, Robert L. (ed) Handbook of Public Relations. Thousand Oaks: Sage, pp. 205-214
Jamieson, Kathleen Hall and Karlyn Kohras Campbell (1997) The Interplay of Influence. News, Advertising, Politics, and the Mass Media, Forth Edition, London: Wadsworth, pp. 292-306
Black, Caroline (2002) The PR Practitioner’s desktop guide, Sydney: Richmond, pp. 61-74
Session 6 – Global Public Relations and Culture
An intercultural communication perspective on PR will be taken. Relevant concepts such as language, culture, identity, representation will be examined. Challenges for Cross-Cultural Communications and PR will be discussed.
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp. 35-50
De Mooij, Marieke (2005) Global Marketing and Advertising. Understanding Cultural Paradoxes. London: Sage, pp. 163-189
Session 7 – Regulating Global Public Relations
As global public relations is influencing the lives of many around the world, it needs to be regulated. This week, issues of power are discussed. What are the regulatory institutions vis-a-vis public relations? What are the cultural norms determining the regulation?
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp. 51-76
Mattelart, Armand (1991) Advertising International. The Privatization of Public Space, London: Routledge, pp. 174-186
Session 8 – Public Relations Planning
How to develop a PR Strategy? How to develop a media communication campaign?
What are the public relations objectives and strategies? What are the tools and instrument required to create a public relations strategy?
Wilcox, Dennis L., Glen T. Cameron, Philip H. Ault and Warren K. Agee (2003) Public Relations. Strategies and Tactics, seventh edition, Boston: Pearson, pp. 144-162
Newsom, Doug (2004) This is PR. The Realities of Public Relations, eighth edition, London: Thomson Wadsworth, pp. 301-316
Session 9– War and Propaganda
This week’s topic is about the manipulation of public opinion by the media, by public relations efforts in particular. How to recognise manipulation? Discuss historical and modern propaganda campaigns from around the world.
Knightley, Phillip. (1989) ‘Britannia Rules the News 1975 – 1989’, in Knightley Phillip The First Casualty. Sydney: Pan Books, pp. 427-438
Siddiqui, Kamal and Alam, Quamrul (2010) Diplomacy and Statecraft Prahran:Tilde University Press pp117-131
Kellner, Douglas (2004) ‘Spectacle and Media Propaganda in the War on Iraq: A Critique of U.S. Broadcasting Networks’, In: Kamalipour, Yahya R. and Nancy Snow War, Media, and Propaganda. A Global Perspective. Lanham: Rowman&Littlefield, pp. 65-77
Cowan, Geoffrey (2004) ‘Can we make them love us? Public Diplomacy after 9/11’, In: Kamalipour, Yahya R. and Nancy Snow War, Media, and Propaganda. A Global Perspective. Lanham: Rowman&Littlefield, pp. 227-235
Session 10– Identity and Consumption
What is a public? What is the difference between traditional and modern and domestic and international publics? What determines consumption? What are new consumption patterns? Think of influencing/manipulation public opinion in regards to consumption behaviour? What roles does public relations and advertising play in this respect?
Clarke, John, Janet Newman, Nick Smith, Elizabeth Vidler and Louise Westmarland (2007) Creating Citizen-Consumers. Changing Publics and Changing Public Services, London: Sage, pp. 121-138
Curtin, Patricia A. (2007) International Public Relations. Negotiating Culture, Identity, and Power. London: Sage, pp 235-252
Sessions 11-13 Research and PR Project