Essay About Definitions Of International Pr And City Brands Index

Global Relations Study Guide
Exam 2 Study GuideWhen: Thursday, March 24, 9:30–10:50 a.m. Where: Room 053 (our classroom!)FormatAbout 40 questionsTrue/false, matching, multiple choice questionsBring pencils! Study materialsTextbookFreitag, A. R., & Stokes, A. Q. (2012). Global public relations: Spanning borders, spanning cultures. New York, NY: Routledge. ➔ Chapters 1, 3, 4, & 5 LecturesLecture slidesYour notesCommon Ground & Challenges in PRKey readings: Freitag & Stokes, Ch. 1 + PPT (1_Common ground & challenges in PR)Key conceptsDefinitions of PRWhat are the differences between PR and other adjacent areas such as publicity, advertising, journalism, and journalism? Definitions of international PR and multicultural PR. Think about what distinguishes some PR as international & other PR as multicultural PR. [➔ you should be able to judge whether or not something is a case of international PR or multicultural PR when I provide you examples.] Challenges in PRSelectivity [➔ understand why this could be a challenge and the differences among the below]Selective exposureSelective attentionSelective perceptionSelective retentionDissonance [➔ understand what this is and why this could be a challenge]Additional challenges in international/multicultural PR ➔ cultural difference + different conditions among nations (no democracy, illiteracy, religious diversity, poverty, multiple languages, no Internet access, etc.)Cognitive matrixPerception patternsValuesLanguagesStructural matrixNormsLawsEthical standards The concept of intercultural competence and the characteristics of people with intercultural competenceCulture Key readings: Freitag & Stokes, Ch. 4 + PPT (2_Culture)Key conceptsImportance of understanding culture in PR practicesTwo perspectives for international & intercultural PR practicesExcellence theoryDifferent cultural codeCultureMeaning & characteristicsLevels of cultureExpressions of cultureCulture is manifested in values, rituals, heroes, and symbolsVerbal vs. nonverbal communication Signs and symbolsBody languageThinking patternsLanguageCommunication channelsThree approaches to learn/describe cultureCulture-specificCulture-generalAdaptation theoriesMajor cultural metrics (mostly developed by Hofstede)High-context vs. Low-contextIndividualism vs. CollectivismPower distanceUncertainty avoidanceMasculinity vs. FemininityAssertiveness vs. NurturanceGender equalityConfucian dynamismOther comparative metricsTask vs. Relationship orientationChronemicsMonochronic vs. PolychronicSpeed vs. PatienceLong-term vs. Short-term focusFuture vs. Past orientationProxemicsHaptics (touching)Occulesics (eye movements)Kenisics (non-verbal communications)Comparing culturesAvoid ethnocentrism ➔ What is ethnocentrism? Think about homogeneity and heterogeneity within nations and across nations. Differences within nations are smaller than differences across nations.Two areas where culture is applied in PR practicesHow can you become a “third-culture” practitioner? StructureKey readings: Freitag & Stokes, Ch. 5 + PPT (3_Structure)Key concepts: MediaThe impact of the media on the publicWhat are some of the questions you can ask to analyze a country’s media system? Four basic models of media systems: authoritarian, radical ideology, libertarian, and social responsibility [➔ you should know the main characteristics of each model.]The methods to describe media audiencesAlternative media: folk media, films, social media, video games, word of mouth (WOM)What is news? ➔ Countries have different criteria, so an item that is considered newsworthy in one country might not be newsworthy in another country. Law9 primary areas of legal comparison for PR practitionersLaw vs. PolicyNotions of regulationThe conflict interests between legal and PR counsels: “no comment” vs. truthful disclosureEthicsComparative ethics, normative ethics, applied ethics, meta-ethics [➔ You should know what each type of ethics means.]Where can you find PR codes of ethics?Trends: universal standards————————- New since Exam1 ————————–PR ProcessKey readings: Freitag & Stokes, Ch. 3 + PPT (4_PR Process)Key concepts: ResearchThe differences between primary research and secondary researchResearch methods: Quantitative research methods vs. Qualitative research methods ➔ You should know the main differences (or advantages and disadvantages) and examples of each type of research method What are the challenges in international PR research? ➔ the details are described well in the textbookWhat are the specific challenges in the following research methods? Survey, content analysis, and experimentCountry study model by Zaharna ➔ What are the categories to examine? What are the three areas of research? ➔ Be familiar with the specific questions tied to each area. For example, if I provide examples of questions, you should know which area of research is closely related to those questions. OrganizationTarget publics: you also should know the concept of “secondary public”EnvironmentGoals & ObjectivesThe differences between goals and objectives5 elements of objective statementsStrategies & TacticsThe differences between strategies and tacticsCommon international PR strategiesGlobal strategyGlocalizationLocalizationHomophilyTwo-step flowCommunity initiativeAudience participationPartnershipTwo routes of organizational communication: direct to the public vs. mediated communicationExamples of tacticsSee the flow chart on the lecture slides and think about the relationships among goals, objectives, strategies, and tactics ➔ For example, if there is a true/false question about whether “one strategy can have only one tactic,” is that statement true or false? EvaluationWhen do you evaluate in the PR process? Why is setting objectives important? In other words, think about the relationship between evaluations and objectives. What are typical ways to evaluate a campaign? Additional topicsDifferences between egocentrism and ethnocentrism What is cultural imperialism? Culturally competent PR ➔ Is viewing Asia-Pacific as one homogenous region a competent PR practice? Multinational Companies & Reputation ManagementKey readings: PPT (5_Multinational Companies)Key concepts: Multinational Companies (MNCs)DefinitionWhat are the 4 categories of MNCs?What are some other names of MNCs?Advantages vs. DisadvantagesWhat are the environments that have facilitated the emergence and development of MNCs?Two main purposes of PR of MNCsDifferences between relationships and reputationDimensions of relationships and reputationChallenges for PR of MNCs: e.g., Bangladesh garment factory crisis, Uber ride service, Apple in ChinaTwo primary strategiesGlocalization ➔ get familiar with the framework (i.e., global strategy, glocal strategy, local strategy)Corporate social responsibility: e.g., UNHATE campaign by Benetton, “Crazy for Good” campaign by Coca Cola International NGOsKey readings: PPT (6_International NGOs)Key concepts: International organizationConceptThe function of UIAIGOs vs. INGOsInternational governmental organizations (IGOs)ConceptInternational nongovernmental organizations (INGOs)ConceptPurposesAreasFunctionsExamplesCriticismWhat are the primary purposes of PR of INGOs? Nation BrandingKey readings: (7_Nation Branding & Public Diplomacy I)Key concepts: What is nation branding? Why is nation branding important?Nation/City Brands Index ➔ What is it? What are the dimensions of the Nation/City Brands Index?Look at the implications of the results of FutureBrand’s nation branding study  ➔ One of the main implications you should note is that country brand strength is connected to how many consumer brands the country is known for; in other words, the image/reputation of a country is closely related to the image/reputation of MNCs of the country.  Challenges ➔ Nation branding should involve the citizens/the public of the country  Strategies/tacticsNation-brand advertisingCitizen relationship managementNation-brand ambassadorsNation daysDiaspora mobilizationThe naming of nation-brandsNation-brand tracking studies➔ Note that Exam 2 will not include public diplomacy, which will be covered in Exam 3. Nation branding, however, will be included.