Global Public Relations

Abstract

This innovative text provides a structured and practical framework for understanding the complexities of contemporary public relations. It is an instructional book that guides the reader through the challenges of communication and problem-solving across a range of organizations and crosscultural settings.Written in a straightforward, lively style, the book covers:■ foundational theories, and factors that shape the discipline; ■ communication across cultures; ■ trends affecting the public relations profession throughout the world.Incorporating case studies and commentary to illustrate key principles and stimulate discussion, the book also highlights the different approaches professionals must consider in different contexts, from communicating with employees to liaising with external bodies such as government agencies or the media. Offering a truly global perspective on the subject, Global Public Relations is essential reading for any student or practitioner interested in public relations excellence in a global setting. Alan R. Freitag is Associate Department Chair in the Department of Communication Studies at the University of North Carolina at Charlotte, USA.Ashli Quesinberry Stokes is Assistant Professor in the Department of Communication Studies at the University of North Carolina at Charlotte, USA. Global Public RelationsSpanning borders, spanning cultures All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Alan R. Freitag and Ashli Quesinberry Stokes British Library Cataloguing in Publication DataA catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data Foreword Hugh M. CulbertsonThe young discipline of public relations has given birth to an infant subdiscipline: international PR. This book bears witness to the fact that the infant, while still striving for maturity, has at least reached early adolescence.The book is at least the fourth -all published since 1996 -that seeks to define and explain public relations worldwide. The first two were written by and for scholars and research-oriented graduate students. The authors and editors sought to describe the practice in varied nations and regions. Also, they tried to articulate the cultural, political, social and economic forces that have shaped it in ways that might later be disseminated more widely Srisamesh and Vergig 2003).This volume defines public relations practice in a readable way for a larger audience -graduate and advanced undergraduate students, and practitioners gearing up to work in and with societies other than their own. The authors are experienced executive-level practitioners turned academics. They present a balanced, comprehensive look at the scholarly literature that helps shape international public relations in...

‘For the game, for the world’: An analysis of FIFA’s CSR initiatives

“…After becoming independent from Great Britain, South Africa became a republic in 1961 that was subjected to racial segregation until apartheid ended in 1994 (CIA2017b). South Africa has a unique economic situation as both a developed and developing nation (Freitag and Stokes, 2009), serving as a leader in sub-Saharan Africa (CIA, 2017b), but experiencing slower economic growth in recent years. Nearly half of its citizens live beneath the poverty level, have limited or no access to credit, and there is a high prevalence of HIV/AIDS, problems some attribute to its legacy of colonialism and apartheid (Berger, 2009; CIA, 2017b).…”

“…Brazilians emphasize collaboration, trust, and long-term relationships (Freitag and Stokes, 2009; Sims and Gegez, 2004). A term used in Brazil to describe this focus on high-quality relationships is panelinha , which represents ‘a group that, while friendly to outside members, does not provide the same chances or opportunities as to those in their panelinha ’, producing high levels of loyalty between in-groups (Story and Reis, 2014, 207–208).…”

Cleaning rotten politics, selling exclusive liaisons: Public relations consultants as storytelling professionals between markets and politics

“…In recent times, however, communication and PR consultancies have become more important throughout Europe. The European Union (EU) has created a massive market for political advocacy consultants (Freitag and Stokes, 2009: 235; Klüver, 2009, 2013; Kriesi et al, 2007). Indeed, professional communication and PR agencies are increasingly being used in France (Pritchard et al, 2005), Norway (Allern, 1997, 2011) and Sweden (Palm and Sandström, 2014; Tyllström, 2013: 46–47).…”

“…Indeed, professional communication and PR agencies are increasingly being used in France (Pritchard et al, 2005), Norway (Allern, 1997, 2011) and Sweden (Palm and Sandström, 2014; Tyllström, 2013: 46–47). Similarly, in Eastern Europe, PR professionals were spurred to create new political institutions after the fall of communist regimes (Freitag and Stokes, 2009: 233–235; Hiebert, 1992).…”

Intercultural Competencies Needed for Evolving Media Professions: Educating the Next Generation of Globally Minded Communicators

“…Journalists are not the only ones concerned with reaching international publics. Governments, multinational corporations, and nonprofit organizations are also seeking to expand globally, looking to advertising and public relations (PR) professionals for expertise in intercultural communication and reputation management (Freitag & Stokes, 2009; Mak, 2017; Mooij, 2010). For example, in 2018 KFC launched an advertising campaign in China to celebrate the 40th anniversary of the country’s economic opening to the world.…”