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?