International Public Relations : Negotiating Culture, Identity, and Power

by Patricia A. Curtin

• ISBN13: 9781412914154
• ISBN10: 1412914159
• Format: Paperback
• Copyright: 2007-01-18
• Publisher: SAGE Publications, Inc

Summary

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 accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates. 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 accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates.

Table of Contents

Preface

Acknowledgments

The Challenges of International Public Relations

In Search of an Identity: Defining Public Relations

Myriad Forms of Public RelationsCultural Relationship Constructs

International Public Relations Today

Chapter Summary

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

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

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

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 AsiaParadise Found in the Galapagos 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

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

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

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

Capturing the Synergy of the Circuit: The Cultural-Economic ModelLessons 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

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

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

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

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