About the Book
This handbook provides a comprehensive theoretical framework for studying and practicing public relations around the world. Organized by continent, chapters provide the history, development, and current status of the public relations industry. Contributors use the theoretical framework to present information on the public relations industry in their countries and regions. They also focus on such factors as the status of public relations education in their respective countries and professionalism and ethics.
In addition, each chapter considers the public relations profession in relation to factors, such as a country's political environment, level of economic development, societal and corporate culture, media environment, and activism. Each country-specific chapter also includes a case study typifying public relations practice in that country.
This volume sets itself apart from other volumes in international public relations with the inclusion of:
*coverage on the status of the public relations profession in 18 countries, covering Asia and Australasia, Africa, Europe, and the Americas;
*consideration of public relations practice in a global setting;
*coverage of public relations practices in economies in transition from socialistic economies to market-oriented ones in Eastern Europe and Asia;
*descriptions and analyses of public relations operations of multinational corporations, multinational public relations agencies and NGOs; and
*a contribution on the public communication efforts of the UNESCO.
Additional highlights of the book include:
*a foreword by the Director-General of the UNESCO;
*contributions from 35 leading scholars and professionals with first-hand knowledge about the status of the public relations industry in their region; and
*a thorough discussion on the transnational public relations activities of governments and NGOs.
With its global contributors and broad focus, this handbook offers invaluable insights on global public relations practice, enabling scholars and researchers to understand the nature of public relations as it is practiced around the world, the communication tactics unique to a nation or culture, and the linkage between such practice and the environment in which it takes place. The information contained in this handbook will also prove helpful to public relations professionals by introducing them to the unique environments they will face in the different regions of an increasingly globalizing world.
Table of Contents:
Contents: K. Matsuura, Foreword. K. Sriramesh, Preface. K. Sriramesh, Introduction. K. Sriramesh, D. Vercic, A Theoretical Framework for Global Public Relations Research and Practice. Part I:Asia and Australasia. N. Chen, H.M. Culbertson, Public Relations in Mainland China: An Adolescent With Growing Pains. B.A. Badran, J.V. Turk, T.N. Walters, Sharing the Transformation: Public Relations and the UAE Come of Age. T. Inoue, An Overview of Public Relations in Japan and the Self-Correction Concept. C. Chay-Németh, Becoming Professionals: A Portrait of Public Relations in Singapore. Y. Kim, Professionalism and Diversification: The Evolution of Public Relations in South Korea. J. Motion, S. Leitch, S. Cliffe, Public Relations in Australasia: Friendly Rivalry, Cultural Diversity and Global Focus. Part II:Africa. R. Rensburg, Public Relations in South Africa: From Rhetoric to Reality. K.L. Keenan, Public Relations in Egypt: Practices, Obstacles, and Potentials. Part III:Europe. G. Bentele, S. Wehmeier, From Literary Bureaus to a Modern Profession: The Development and Current Structure of Public Relations in Germany. B. van Ruler, Public Relations in the Polder: The Case of the Netherlands. B. Flodin, Public Relations in Sweden: A Strong Presence, Increasing in Importance. R. Lawniczak, W. Rydzak, J. Trebecki, Public Relations in an Economy and Society in Transition: The Case of Poland. D. Vercic, Public Relations in a Corporativist Country: The Case of Slovenia. K. Tsetsura, The Development of Public Relations in Russia: A Geopolitical Approach. Part IV:The Americas. L.A. Grunig, J.E. Grunig, Public Relations in the United States: A Generation of Maturation. J-C. Molleda, A. Athaydes, V. Hirsch, Public Relations in Brazil: Practice and Education in a South American Context. M.A. Ferrari, Public Relations in Chile: Searching for Identity Amid Imported Models. Part V:International Public Relations: Key Dimensions and Actors. M. Kunczik, Transnational Public Relations by Foreign Governments. V. Defourny, Public Information in the UNESCO: Toward a Strategic Role. C.B. Pratt, Managing Sustainable Development in Sub-Saharan Africa: A Communication Ethic for the Global Corporation. A. Rudgard, Serving Public Relations Globally: The Agency Perspective. D. Vercic, Public Relations of Movers and Shakers: Transnational Corporations. A. Tkalac, J. Pavicic, Nongovernmental Organizations and International Public Relations. Epilogue. K. Sriramesh, The Missing Link: Multiculturalism and Public Relations Education.
