363 Final

Simoes 6 approaches to public relations in Latin America

- journalistic roots
- sales support
- organizational "conscience"
- boosting organization moral
- promotional networking
- event planning

Latin American School of Public Relations

- an approach, not a physical campus
- added focus on serving society
- collaborative approach; practitioner as intermediaries
- stresses community interests, organizational responsibility

"jeito" mean for PR practice in Brazil

preference for going around the rules when barriers arise; calling in favors

Guanxi

chinese term: network of relationships and importance of preserving face

other chinese terms

ren: benevolence
li-rituality: there is a protocol to all business being conducted
ti-fidelity
Ms. PR

press clubs

-Japanese: kish
- provide access to business and government news conferences
- each business and government organization has on
- problems: foreign jornalists are often left out, government can limit what is said in media outlets

Latin America trends

-increasing privatization
-expanding exports
-rising foreign investment
-democratic and economic reforms
-burgeoning mass media

western europe and legacy SEP

-above average freedom in terms of lack of government interference
-open borders
- UK, Germany, Austrailia
-honesty
-distinct barrier between recreation and work, dont blend the two
-open minded but rely heavily on policy and rules

Central and eastern europe SEP

"transitional countries" (from communism to a plural gov system) - democratization and free market, legacy of soviet communism liners in some aspects of culture and societal structure, NATO, EU

asia SEP

-wide variety economically, politically, socially
- india rapid development
-Malaysia- industrialized, several religious groups

Africa SEP

-political instability
-natural resources
-heavy foreign debt
-high sense of communism, group loyalty and solidarity and mutual self help

PR Development: latin america

-collaboration is important, school of PR works for justice and equality
- growing media independence, residual elements of colonial experience, political influence, initial distrust of foreign investment
- economic and democratic growth has created more opportunities for PR
-Brazil: implemented the first four year PR program & the first to legalize PR

PR development: western europe and legacy

- US models are influential
-Von ruler PR

PR development: central and eastern europe

rapid growth, more generalists, professional associations but little cooperation, CSR not important

PR reputation: Western europe and legacy

- recognition of need for europen models, reliance on US model
- desire for professional respect, but client expectations are limited in scope and vision
- avoidance of the term "public relations"
- desire for focused research, but unsure of nature of that research

PR reputation: central and eastern europe

Nations "breaking up and coming together", new states but old cultures, rapid nation building since 1990, linked with propaganda, high company profile risks- taxes, corruption

PR reputation: asia

- PR history: influence by colonia rule- british rule, nation-building campaigns
-broadest PR characteristic is its role in development communication
-equated with marketing and advertising
-more press agentry than strategic communication
-more technicians
**PR models working w govts having a long term goal to achieve socio economic success

PR reputation: africa

* economic and politiccal challenges hampering PR development
* colonial influences
* emphasize nation building, development communication
* benefit folk media

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PR reputation: middle east

- modern PR strategies blend with cultural traditions such as poetry, public forums
-PR in middle east associated with ceremonies and advertising
-some say PR is not needed

Western europe and legacy cultural dimensions

- low power distance (below average)
- individualism
-contain both masculine and feminine countries
- generally low context, but hight in southern europe

Asia cultural dimension

-high power distance, high collectivism

Africa cultural dimension

- High power distance
-high uncertainty avoidance and collectivism
- likely to tolerate uncertainty and ambiguity

middle east cultural dimension

arab countries combined into:
- high power distance (power is distributed unequally)
- middle of individualism/collectivism measure
- masculine
- middle of uncertainty avoidance measure

What is development communication

the integration of strategic communication in development projects

United kingdom SEP

polite, structured, laws highly valued, emotions concealed. respect for authority, avoid newspapers

Germany SEP

-Germany economy leads europe, affluent and technological nation, leader in industries like coal, chemicals, iron, steel
-germany experiences a generation gap
-older generations prefer tradition, obligation, obedience, order, diligence
- younger generations prefer crea4tivity, spontaneity, self emancipation

PR development: Asia

-view public communication much less in a business context and more in a social context
- PR models working w govs having a long term goal to achieve socio economic success

PR development: africa

-One way persuasive messages form govt to people
-well organized education system, almost all universities teach PR

western europe and legacy 4 functions (reputation)

-reflective: horizon scanning and issues management
-managerial: strategic communication, relationship building, reputation management
-operational: technical tasks plus channel development
-educational: improving communication skills of organizational members

PR reputation: latin america

* journalism
* supports seeing of a product or organization
* PR best performance of the organization
* motivational
* social, technical, political contacts

reflective

horizon scanning and issues management

managerial

strategic, relationship building, reputation management

operational

technical tasks + channel development

educational

improving communication skills of organization members

Ghana

PR centralized in information services dept, early links to journalism, PRAG , male, press agentry, gaining respec

south africa

* western influenced
* promote CSR
* established higher education

kenya

* personal relationship building is central
* university programs expanding

middle east: Kuckenberg and Voj organic model

process trumps outcome. relationships, not persuasion

latin america cultural dimension

* high context
* high power distance
* collectivist

central and eastern europe cultural dimension

* low context culture (communicate effectively and with purpose)
* high in power distance
* high in uncertainty avoidance
* collectivist culture
* long term orientation

latin america: autonomy

* limited in past few years because of dictatorships

western europe and legacy: autonomy

* above average in freedom
* plenty of choices for media
* tabloids are popular
* newspapers associated with political affiliations
* broadcast media enhanced
* radio and news

central and eastern europe: autonomy

* media still viewed as propaganda
* distrustful of govt
* strengthened control of media in russia
* have to pay for media coverage
* internet access limited

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asia: autonomy

* newspaper companies own broadcasting stations

africa: autonomy

* government influence and control over media in some countries
* pr primarily in the govt sector

middle east: autonomy

* govt controls media in varying degrees

Juan Valdez

* not a real person
* created as part of a marketing campaign for colombian coffee, key figure of campaign
* symbol for the brand, know it is colombian coffee when you see him