Detailed Outline: Chapter 12: Global Advertising and Public Relations

Lamiae Mejjane
Chapter 12


Global advertising and PR

I. Introduction

• Newsom, Turk and Kruskeberg say that Public relations practitioners are intermediaries between the organizations they represent and all of their organizations’ publics
• Advertising and PR becoming more global
• Multiculturalism and technologies are changing communications

II. Brief History of Advertising and PR Worldwide
1. Western in origin
2. corporate in purpose
3. manipulative in role, function, and intent
a Western in Origin?
1. advertising existed in Middle East as early as 3000 B.C.
2. not only 20th ct. phenomenon. German org. had one of the earliest internal pr departments in 1890
3. PR is more culturally-based than marketing or ad. and thus it is harder to conduct transnational PR
4. difference in Western PR (between an institution and its environment) and developing country PR (between material and nonmaterial aspects of culture)
5. Advertising tailored to indigenous cultures, not all ads are appropriate by all cultural standards

Corporate in Purpose?
1. accompanying the growth of large corporate institutions and enjoying the growth of consumerism as a global economic phenomenon
2. Global corporations are finding niche markets now rather than appealing to a mass global consumer population
3. U.S. gov and NGOs have long used advertising and PR as well
4. focus of corporations on “relationship marketing”

Manipulative in Role, Function and Design?
1. true advertising aims to sell ideas and products but PR is more complex
2. PR can play an essential role in democratic society
3. “relationship marketing” and responsible corporate citizenship

Democratic in Tradition?
1. suggests availability of consumer choice
2. places value on public opinion (inherent to democracy)

Capitalistic in Heritage? True

III. Environmental Challenges, Population Growth, Poverty and Hunger, War
“social marketing” can help alleviate and/or deal with these problems

IV. Tensions from Technology, Globalism, and Multiculturalism
1. Technology is the intervening variable affecting gobalism and multiculturamism
2. Governments, Corporations and Private

V. Nationalism versus Globalism

• homogenous global culture vs. revamped nationalism

VI. Past vs. Future
Tensions between modern and traditional societies as well as within traditional

VII. Tensions among the First, Second, and Third WorldEast-West tension diminishing but new divide between poor and rich

VIII. Class Stratification

social class issues remain in the 21st century, digital divide
IX. Control of Technology

Citizens or corporations will control it?
X. An Ideological Foundation for Advertising and PR

Ad. and PR not a panacea for these problems but they can help. a participation in culture

XI. Conclusion
PR and Ad. can help International relations and communication but cannot cure all the problems facing a globalized world