Post on 26-Dec-2015
Chapter 14Public Relations Goes International
GlobalizationTerrorism
Public DiplomacyManheim’s Grid
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.
Technology and Globalization Growth
• Internet allows fast and inexpensive global communication.
• Supply chains can be global.• Multiple transportation options globally.
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?
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.
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.
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.
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
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.
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.
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.
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?
Terrorism
• Has unfortunate connection to public relations.
• Should never be equated with public relations.
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).
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.
Conceptualizing Terrorism
• Violence is a defining aspect of terrorism.• Terrorists do seek change.• Fine line between activist and terrorist when
violence is involved.
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).
Case of Ecoterrorism
• Are groups like the Animal Liberation Front and Earth First! terrorists or activists pursuing a legitimate cause?
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
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
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?
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.”
Common Goals
• Increasing awareness. • Managing reputations.• Changing legislation. • Altering attitudes.
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.
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.
Four Common Objectives of Public Diplomacy
• Foreign investment. • Drawing tourists. • Maintaining favorable trading policies. • Receiving foreign aid.All show connections to public relations.
Foreign Investment
• Attract foreign investors.• Similar to investor relations of corporations.• Potential investors must appreciate
investment potential in a country.
Tourism
• Great source of revenue.• Potential tourists must know the reasons to
visit.
Trade Policies
• Issues management can be used to influence government policies.
• This includes trade policies.
Foreign Aid
• Constituents must know there is a need.• Politicians must “like” the country.
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.
Manheim’s Grid
• Two dimensions:– Visibility, amount of coverage– Valence, is coverage positive or negative
• Four quadrants.• Each quadrant has special concerns for
practitioners.
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.
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.
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.
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?