International Public Relations: Negotiating Culture, Identity, and Power

Preface Acknowledgments 1. The Challenges of International Public Relations In Search of an Identity: Defining Public Relations Myriad Forms of Public Relations Cultural Relationship Constructs International Public Relations Today Chapter Summary 2. 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 3. 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 4. 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 5. 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 Asia Paradise 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 6. 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 7. 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 8. 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 9. Capturing the Synergy of the Circuit: The Cultural-Economic Model Lessons 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 10. 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 11. 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 12. 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