The Global Public Relations Handbook, Revised and Expanded Edition

Krishnamurthy Sriramesh, PhD, is Professor of Public Relations at the School of Business, Massey University, in Wellington, New Zealand. He taught previously at Purdue University, the University of Florida, and Nanyang Technological University, and has served as visiting professor at universities in three continents. In 2004, he was awarded the prestigious Pathfinder Award from the Institute for Public Relations (USA) for original scholarly research contributing to the public relations body of knowledge. Dejan Vercic, PhD, FCIPR is a partner at Pristop agency and Associate Professor of Public Relations and Communication Management at the University of Ljubljana, Slovenia. Among his clients are governments, domestic and international corporations, and associations. He organizes the Lake Bled International Public Relations Research Symposia, held annually in Bled, Slovenia.

Contributors





Foreword


Mr. Koichiro Matsuura, Director-General, UNESCO





Preface





Introduction


Krishnamurthy Sriramesh





Section 1: Global Public Relations: Conceptual Framework





1 A Theoretical Framework for Global Public Relations Research and Practice


Krishnamurthy Sriramesh and Dejan Vercic





2 Political Economy and Public Relations


Sandra Duhe and Krishnamurthy Sriramesh





3 Culture and Public Relations


Krishnamurthy Sriramesh





4 The Mass Media and Public Relations


Krishnamurthy Sriramesh and Dejan Vercic





5 Activism and Public Relations


Jeong-Nam and Krishnamurthy Sriramesh





Section 2: Asia and Australasia





6 Public Relations in Australasia: Friendly rivalry, Cultural diversity and a Global focus


Judy Motion, Shirley Leitch, and Simon Cliffe





7 An Overview of Public Relations in Japan and the "Self-Correction" Concept


Takashi Inoue





8 Professionalism and Diversification: The Evolution of Public Relations in South Korea


Yungwook Kim





9 Becoming professionals: A portrait of public relations in Singapore


Constance Chay-Nemeth





10 Public Relations in Mainland China: An Adolescent with growing pains


Ni Chen and Hugh Culbertson





11 Sharing the Transformation: Public Relations and the UAE Come of Age


Badran Badran, Judy Turk, and Timothy Walters





12 Public Relations in Palestine: Inside and Out


Rhonda Zaharna and Jane Masri





13 The Israeli Public Relations Experience: Nation building and Professional Values


Margalit Toledano and David McKie





Section 3: Africa





14 The Nature and Status of Public Relations in Africa


Chris Skinner and David Mersham





15 Public Relations in Nigeria


Eric Koper





16 The Status of Public Relations in Kenya


Peter Oriare Mbeke





17 Public relations in South Africa: From rhetoric to reality


Ronel Rensburg





18 Public Relations in Egypt: Practices and Obstacles


Kevin Keenan





Section 4: Europe





19 The United Kingdom: Advances in Practice in a Restless Kingdom


J. White, D. Moss, Jacquie L’Etang





20 From "literary bureaus" to a modern profession:  The Development and Current Structure of Public Relations in Germany


Guenter Bentele and Stefan Wehmeier


21 Public Relations in Norway: Communication in a Small Welfare State


Oyvind Ihlen





22 Public Relations in the Polder: The Case of the Netherlands


Betteke van Ruler





23 Public Relations in Sweden: A Strong Presence, Increasing in Importance


Bertil Flodin


24 Public Relations in Italy: Masters of Ceremony in a Relational Society


Toni Muzi Falconi





25 Public Relations in an Economy and Society in Transition: The Case of Poland


Ryczard Lawniczak, Jacek Trebecski and Waldemar Rydzak





26 Public Relations in a Corporativist Country: The Case of Slovenia Dejan Vercic





27 Challenges of Revived Democracies: The rise of public relations in Romania


Adela Rogojinaru





28 A Hungarian Rhapsody: The evolution and current state of Hungarian public relations


Gyorgy Szondi





29 The Development of Public Relations in Russia: A Geopolitical Approach


Katerina Tsetsura





Section 5: The Americas





30 Public Relations in the United States: A Generation of Maturation


Larissa A. Grunig and James E. Grunig





31 A Different Country, A Different Public Relations: Canadian PR in the


North American Context


Fraser Likely


32 Public Relations in México: From amateurism to professionalism


María Antonieta Rebeil Corella, Alberto Monotya Martín del Campo, Jorge A. Hidalgo Toledo





33 Overview of Public Relations in South America


Maria Aparecida Ferrari





34 Public Relations in Brazil: Practice and Education in a South American Context


Juan Carlos Molleda, Andréia Athaydes, Vivian Hirsch





35 Public Relations in Chile: Searching for Identity Amid Imported Models


Maria Aparecida Ferrari


Section 6: International public relations: Key dimensions and actors


36 Transnational Public Relations by Foreign Governments


Michael Kunczik





37 Public Relations of "Movers and Shakers:" Transnational Corporations


Dejan Vercic





38 Non-Governmental Organizations and International Public Relations


Ana Taklac & Jurica Pavicic





39 Public Relations, Public Diplomacy, and Strategic communication


Mark van Dyke & Dejan Vercic





40 Sustainable Development in Sub-Saharan Africa: A Communication Ethic for the Global Corporation


Cornelius B. Pratt





41 Managing Your Global Reputation: The Public Relations Agency


Michael Morley





42 Public Information in the UNESCO: Progress Toward a Strategic Role


Vincent Defourny





43 The United Nations Department of Public Information: Intractable Dilemmas and Fundamental Contradictions


Seth Center





Epilogue





44 The Missing Link: Multiculturalism and Public Relations Education


Krishnamurthy Sriramesh