public relations and public affairs from a european perspective instructor: richard bailey
TRANSCRIPT
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Public Relations and Public Affairs from a European Perspective
Instructor: Richard Bailey
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Today’s agenda Introductions
Richard Bailey (instructor), Gail Simmons (trip assistant) About you
Defining Europe How many countries are there in Europe? Geographical and historical perspectives
About European institutions About the course
Assessment Teaching
Preparation and further reading Italian language and culture
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Richard Bailey University lecturer and professional
trainer in public relations Member of the UK’s Chartered
Institute of Public Relations Blogger and magazine editor Former PR manager and public
relations consultant Former business journalist (London
and New York) Degrees from Cambridge and York
universities
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Gail Simmons Travel writer and photographer (published in
UK and international journals) Works with international NGOs Formerly a tour leader for walking holidays in
Europe Qualification in Italian language from
Università per Stranieri, Siena Degrees from Keele and York universities
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About you Reasons for choosing this course Recent or past connections with Europe Special interests and experience
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About Europe
Left: EU members
Below: Eurozone
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Affiliations Schengen countries (22) EU members (27) Eurozone countries (16) NATO members (28) UEFA members (53) Eurovision Song Contest (39) Council of Europe (47)
Redrawing the map (The Economist)
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European countries (A-C)
Country Affiliations
Albania NATO, UEFA, Eurovision, Council
Andorra* (Eurozone), UEFA, Council
Armenia UEFA, Eurovision, Council
Austria Schengen, EU, Eurozone, UEFA, Council
Azerbaijan UEFA, Eurovision, Council
Belarus UEFA, Eurovision
Belgium Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Bosnia and Herzegovina
UEFA, Eurovision, Council
Bulgaria EU, NATO, UEFA, Eurovision, Council
Croatia NATO, UEFA, Eurovision, Council
Cyprus EU, Eurozone, NATO, UEFA, Eurovision, Council
Czech Republic
Schengen, EU, NATO, UEFA, Council
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European countries (D-H)
Country Affiliations
Denmark Schengen, EU, NATO, UEFA, Eurovision, Council
England* UEFA
Estonia Schengen, EU, NATO, UEFA, Eurovision, Council
Faroe Islands* UEFA
Finland Schengen, EU, Eurozone, UEFA, Eurovision, Council
France Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
FYR Macedonia UEFA, Eurovision
Georgia UEFA, Eurovision, Council
Germany Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Greece Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Hungary Schengen, EU, NATO, UEFA
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European countries (I-M)Country Affiliations
Iceland Schengen, NATO, UEFA, Eurovision, Council
Ireland EU, Eurozone, UEFA, Eurovision, Council
Israel UEFA, Eurovision
Italy Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Kazakhstan UEFA
Kosovo* (Eurozone)
Latvia Schengen, EU, NATO, UEFA, Eurovision, Council
Liechtenstein*
UEFA, Council
Lithuania Schengen, EU, NATO, UEFA, Eurovision, Council
Luxembourg Schengen, EU, Eurozone, NATO, UEFA, Council
Malta Schengen, EU, Eurozone, UEFA, Eurovision, Council
Moldova UEFA, Eurovision, Council
Monaco* (Eurozone), Council
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European countries (M-S)
Country Affiliations
Montenegro (Eurozone), UEFA, Council
Netherlands Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Northern Ireland*
UEFA
Norway Schengen, NATO, UEFA, Eurovision, Council
Poland Schengen, EU, NATO, UEFA, Eurovision, Councl
Portugal Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Romania EU, UEFA, Eurovision, Council
Russia UEFA, Eurovision, Council
San Marino* (Eurozone), UEFA, Council
Scotland* UEFA
Serbia UEFA, Eurovision, Council
Slovakia Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
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European countries (S-Z)
Country Affiliations
Slovenia EU, Eurozone, NATO, UEFA, Eurovision, Council
Spain Schengen, EU, Eurozone, NATO, UEFA, Eurovision, Council
Sweden Schengen, EU, UEFA, Eurovision, Council
Switzerland Schengen, UEFA, Eurovision, Council
Turkey NATO, UEFA, Eurovision, Council
Ukraine UEFA, Eurovision, Council
United Kingdom
EU, NATO, Eurovision, Council
Wales* UEFA
Vatican City* (Eurozone)
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How did we get here? Extent and importance of the Roman Empire
LegacyRoadsBuildingsGovernmentRoman lawRoman alphabetRomance languagesRoman Catholic churchHoly Roman EmpireTreaty of Rome
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Subsequent European empires Holy Roman Empire Austro-Hungarian Empire Code Napoleon/continental system Third Reich (Nazi Germany) Soviet Union and Warsaw Pact EEC/European Union
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A Christian continent? Roman Catholic (southern Europe, Ireland,
Poland) Protestant churches (northern Europe) Orthodox (Greece and eastern Europe) Muslims in Balkans for centuries North African immigrants in France South Asian migration to UK Turkish workers in Germany Possible Turkish accession to EU
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Europe’s legacy Language, culture, political institutions Scientific enquiry (Ancient Greece to
Enlightenment) Political thought (Locke, Rousseau to Marx) Revolutions (1789, 1848, 1917, 1968) Wars and empires Why did Europe come to dominate the
modern world (1500-2000) and not, say, China or India?
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European institutions Council of Europe (founded 1949, based in Strasbourg)
European Commission Treaty of Rome (1957) Lisbon Treaty (2007)
European Parliament Council of the European Union Court of Justice European Central Bank
NATO (founded 1949, based in Brussels)
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World languagesGlobal Regional Local
English (1.8 bn) Chinese (Mandarin) (1.3 bn) Japanese
Spanish (0.5 bn) Hindustani (0.65 bn) Bengali
Portuguese (0.25 bn)
Arabic (0.325 bn)
French (0.2 bn) Russian (0.275 bn)
German (0.18 bn)
Farsi (Persian) (0.15 bn)
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Assessment information
Description Points Deadline
Three book reviews 15 (3 x 5) June 4
Research assignment(Document / presentation) 15 (10 + 5) June 7
Articles for class blog 10 (5 + 5) June 11 & 18
Feature article 10 June 18
In-class group presentation 10 June 14-17
Participation 10 Throughout
Communication management proposal(Presentation / document) 30 (10 + 20)
June 18July 16A
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Book reviews Review three books from the recommended
reading list (or others by prior agreement) Books on international public relations Books on PR from a European perspective Books on specific European countries
Guidelines on writing a book review (Behind the Spin)
Book reviews (University of North Carolina)
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Case studyCorp Talk Inc is a new service designed for business communications, building on and integrating a number of open interface tools to improve the efficiency and effectiveness of business communications in a Web 2.0 world.
Though a start-up business, Corp Talk is well supported by venture capital funding and its CEO is Daniel J Breslin who has worked for Google in an international management role. Corp Talk has attracted the interest of a number of key industry players thought to include Oracle and Microsoft, though management’s stated goal is to remain independent and to raise capital through an IPO when market conditions are more favorable.
The company now plans to expand to Europe and you are a key member of the team advising Mr Breslin on: A European tour to meet potential partners, business customers, key media and
government contacts A strategy for establishing a presence in Europe including the appropriate location
of a European headquarters, the presence needed in other major European countries, a structure for communications management in Europe and recommendations on the need for external public relations consultancy support (if any)
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Research assignment Choose one country from the major European
states (or another by prior agreement): Write a two-page country briefing document for Mr
Breslin’s European visit (10 points) Prepare a ten minute presentation to be given in
class about your chosen country (and prepare to be asked questions) (5 points)
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Major countries Belgium Czech Republic Denmark Finland France Germany Greece Italy Netherlands Norway
Poland Russia Spain Sweden Switzerland Turkey Ukraine United Kingdom
Criteria: population, size, cultural and economic significance
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Country profiles A country profile describes the political, economic, legal and social structures along
with media characteristics. Media control: ownership of media and control of editorial content Media outreach: ability of media to diffuse messages; extent of media saturation Media access: extent to which any segments in society can access media to disseminate
messages A cultural profile suggests what may be effective in a country
Past orientation emphasizes history and tradition (UK) Present-orientation values the moment (Latin America) Future-orientation emphasizes change (USA) Individualism versus authority Hofstede’s cultural dimensions
Communication components Verbal or non-verbal (visual) Rhetorical style Decision-making practices
Hall ET (1976) Beyond Culture, DoubledayHofstede G and Hofstede GJ (2005) Cultures and Organizations – Software of the Mind, McGraw-HillSriramesh, K and Vercic, D (2009) The Global Public Relations Handbook: Theory, Research and
Practice, RoutledgeZaharna, RS (2001) In-Awareness Approach to International Public Relations, Public Relations Review,
Volume 27, Issue 2, Summer 2001, Pages 135-148
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Blog posts We have a class blog
Login here User name: bologna2010 Password: [on request]
You are two write two short articles suitable for the blog, one for each week you are in Bologna (June 11 & 18). You could: Write about some aspect of the course Write about visiting Italy (culture, art, food, sport, language) Write about your meetings with PR specialists such as Toni
Muzi Falconi Write about an international public relations topic (such as
the Stockholm Accords) Write about a current news event in Europe Reflect on the US from a European perspective
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Feature article You are to write an article on the differences
between public relations in Europe and in the U.S., suitable for publication in Behind the Spin magazine 1,000 words; deadline: June 18 Magazine article, not academic essay Written for an audience of students and young PR
practitioners One article will be chosen for
publication (it will be the oneconsidered most suitable, notnecessarily the one with thehighest grade)
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Group presentation Working in small groups (6x2, 1x3), you are to
present for 15 minutes on one of the following themes (10 points) drawing on European examples and academic literature:1. Media relations (and social media)2. Corporate Social Responsibility (CSR) and
sustainability3. Internal communication4. Issues and crisis management5. Public affairs6. Marketing communications7. Financial public relations / investor relations8. PR management skills
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Final project Proposal on European communication
management for Corp Talk Preliminary ideas presented on June 18 (10 points)
Outline the challenge List the research to be conducted
Written proposal submitted July 16 (20 points) Formal business document (2,000 words) Costed proposal for in-house personnel Recommendations on use of consultancy support
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Teaching Variety of methods
Discussion of news, readings, case studies Limited lecture material Writing skills workshop Student presentations Live and recorded contributions from practitioners
and academics Visit by Toni Muzi Falconi to discuss the Stockholm Accords Recorded talks: Rudiger Theilmann (Germany) and Gyorgy
Szondi (eastern Europe); Bruno Amaral (new theory) Recorded interviews with PR managers (e.g. Chris Tucker,
former global head of PR for Barclays) Recorded interviews with PR consultancy heads
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Turnitin
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Preparation Cornelissen, J (2nd ed
2008) Corporate Communication: A guide to theory and practice, Sage
Tench, R and Yeomans, L (2nd ed 2009) Exploring Public Relations, FT Prentice Hall
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Preparation Subscribe to the class blog and follow some of
the links In particular, tune into the debate about
The Stockholm Accords (see this and this from Paul Seaman)
Read international news about Europe generally, and your chosen country specifically
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Italian language and culture English is not widely spoken outside the major
tourist cities Italians are well-dressed in public (shorts are
only worn on the beach) Nothing is more interesting than hanging out
(‘fa niente’) Advice on living in Italy on the blog Suggested short trips from Bologna
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Short visits from Bologna
TurinMilanVeronaVenicePaduaParmaModenaFerraraRavennaRiminiFlorenceLuccaPisaSienaRome