Chap. 6 – State of the Profession Global Public Relations
Botan’s PR Status Criteria • Level of national development • Primary clients • Legal/political context • History of the practice Botan says an analysis of these factors will reveal the state of practice in a given country.
Various PR Paradigms • Cultural context influences PR development, e.g.: • German practice influenced by tradition of Max Weber • Asian practice influenced by social status • U.S. practice influenced by market forces • Understanding paradigm aids in preparing for international experience
European Status • Growing professionalism, specialization within PR • Stress on Corporate Social Responsibility • Blended with marketing and advertising, but PR on the ascent • Communist legacy in Central & Eastern Europe left unique imprint on PR
Vast Variety in Asian PR • Common factor is collectivism • Interpersonal communication emphasized • History of “development communication,” “nation building” • Japan’s Press Clubs
African Profile • Economic and political challenges hampering PR development • Colonial influences with unique national characteristics • Importance of folk media in some settings
Latin American PR in Flux • Growing media independence • Residual elements of colonial experience • Political influence present in many arenas
Ancient Roots in Middle East • Modern PR strategies blend with cultural traditions such as poetry, public forums • Growing economic significance drives need for contemporary PR practice • Modernizations struggles with historically closed societies • Western influence is strong, but so is resistance to it
Common Themes in Global PR • Movement from tactical to strategic activities • Increased audience segmentation • Emphasis on Corporate Social Responsibility • Need to measure results and effectiveness • PR specialization, e.g. financial PR • More attention on issues management and crisis communication planning/management
Education: Key to Improving Global PR • Hampered by ethnocentrism • Lack of global PR materials such as case studies • Rapid growth in PR higher education since 1980s • U.S. is education leader, but is that appropriate?
Public Perceptions of PR Mixed • Still plagued by negative impressions • “Spin” • “Hucksterism” • “Media manipulators” • “PR ploy” etc. • Glitz and glamour • Synonym for publicity
Our Task: Build Credibility • Focus on ethical relationship building • Focus on reputation not image • Stress 2-way, dialogic communication structures • Advice and counsel to organizational leadership; improve organization to address public expectations, values • Social responsibility