PUR 4404C Study Guide - Midterm Guide: Foreign Agents Registration Act, 5,6,7,8, Interpublic Group Of Companies

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PUR 4404C: INTERNATIONAL PUBLIC RELATIONS
Section 3159 – Online Study Guide: Exam I – Spring 2017
Course Online Meetings: Tuesday – 7:30 to 8:30 pm
Professor: Deanna K.W. Pelfrey, APR, Fellow PRSA
2032 Weimer Hall
Phone: 352 392 3113
Email: dpelfrey@jou.ufl.edu
Office Hours: Wednesday – 3:00 pm to 5:00 pm
Thursday – 2:00 pm to 4:00 pm
or by pre-scheduled appointment
EXAM I – Week of 07 February 2017
Tuesday – 02/07/17: EXAM I OPENS AT 5:00 PM
Wednesday – 02/08/17: EXAM I MUST BE COMPLETED BY 5:00 PM
Study Guide: Lectures, Class Discussion, Supplementary Readings, Videos
Curtin & Gaither Chapters 1, 2, 3, 4, 5, 6, 7, 8, 9, 10 and
Freitag & Stokes Chapters 1, 2, 4, 5, 6
International Public Relations
Be familiar with the definition of home, host and transnational publics.
-Host: country where you are going outside your own country to practice on
behalf of your company
-Home: where you are headquartered, where international headquarters are located
-Transnational/multinational: operating in many parts of the world
What is the Foreign Agents Registration Act of 1938 or FARA?
Identify the U.S. Department in charge of FARA.
- Requires agents representing interests of foreign powers in political capacity to
disclose their relationship w/the foreign government regarding activities and
finances
- Administered by FARA Registration Unit of the Counterespionage Section (CES)
in the National Security Division NSD of the US Dept. of Justice
Identify the countries that have a specific law aiming to regulate the public relations
industry.
Identify the six global communication conglomerates and the largest and only global
independent public relations agency.
Omnicom NY, WPP Group London, Interpublic Group NY, Publicis Groupe Pairs,
Havas NY, Incepta London
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Be familiar with the most important hubs/centers of the public relations industry
worldwide.
- London
- Paris
- Tokyo
- New York
Describe the missions of the Global Alliance for Public Relations and
Communication Management (GA), International Public Relations Association
(IPRA), and the Institute for Public Relations (IPR).
oGA: unify pr profession, raise professional standard worldwide, share
knowledge among members, be global voice for pr in public interest
oIPRA: Intellectual leadership in practice of international pr and make
available to members the services that will help meet professional
responsibilities and succeed in their careers, growing financially and create a
virtuous circle of success
oIPR: Dedicated to science beneath art of pr
Explain what is meant by transitional public relations.
oTransitional pr: performed in the transition economies of Central and Eastern
European countries and independent states of the former Soviet Union
Explain what is meant by transnational public relations.
oTransnational pr: pr that occurs across several nations
Know what may be some of the negative perceptions of former communist/socialist
countries that may affect transitional public relations practice.
oRemnants of propaganda from the totalitarian state create a negative image of
pr industry
Understand the main challenges faced by the public relations profession in terms of
growth, definition and reputation.
oVariations of practice and standards across the globe prevent uniformity that
would better establish pr as an equally reputable industry across different
nations
oDifferent cultures and viewpoints make it difficult to regulate the definition
and reputation
Know what it takes to succeed in the practice of public relations and what is
additionally necessary if you are to succeed in international practice.
oMaster basic pr competencies (will not success in pr world with just these
basic competencies, you need more than just the basics)
Writing
Problem-solving
Verbal communication skills
Presentation capabilities
oYou need to know what is going on around you and what is happening
oUnderstand the current environment
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Read, listen, observe, historical context, cultural context, viewpoints,
issues
oUnderstand and use the language of business (for profit-non-profit)
oUnderstand management challenges
Interpret for CEO
Taking complex ideas into simple ideas that will be understood
by and meet the value system by the people you are
communicating with
Influence the C-suite
oUnderstand history, culture, value systems of your audience (even your host
country where you will be communicating)
Explain how coding and decoding fit into public relations practice?
oCoding: the message that a practitioner works to convey to a public
oDecoding: how that public actually interprets the message
Be able to explain glocalization.
- Glocalization: the process whereby global corporations tailor products and
marketing to a particular local circumstances to meet variations in consumer
demand
oDescribing a hybrid discourse that subsumes the dialects of the global-
local nexus of production
Be able to explain globalization and why critics in the international arena refer to it as
“Americanization.”
oProcess of interaction/integration among people/companies of different
nations driven by international trade and investment
oWhat practitioners consider globalization, critics sometimes see simply as
westernization when American trends and technologies are implemented in
developing countries
oCritics argue developing countries don’t have any power in international
discussions of trade, human rights, and culture
Identify three consequences for public relations practice in the moment of
consumption.
o1. The need for ongoing research
o2. The need for more ethnographic methods of research
o3. The need to recognize and account for relative power in relationships
What is meant by the Diderot effect?
oDiderot Effect: destabilization of lifestyles from introduction of new
information
What is meant by the term hybridity?
oHybridity: the rise of multiple new forms of overlapping identities
Why should ethnographic methods be privileged in the moment of consumption?
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