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Globalization and Public Relations
Abstract
The 21st century is typified by globalization, which has increased the importance of international public relations because of the
cross-national (and cross-cultural) communication needed by organizations of all types. Globalization has also highlighted
the extreme ethnocentricity that currently exists in public relations practice and scholarship. Existing ethnocentricity can
only be reduced by integrating knowledge about the extreme diversity in such things as culture, political economy, media systems,
and activism that exist around the world and temper public relations strategies accordingly.
... This includes mastering social media, which has evolved into a multifaceted communication channel." (Personal Interview, 19 March 2024) AI in PR helps in content management and creation and helps budding PR enthusiasts with support services. The AI tools help with the decision-making process and documentation. ...
... As Rithika B says "PR professionals need to be prudent in using AI tools because there can be flaws in the data and data processing that can lead to inaccurate or biased outcomes." (Personal Interview, 19 March 2024) Hence, AI-generated content also raises the issue of reliability and fairness; if not attended to, it can harm stakeholders directly or indirectly, including bias and discrimination, and affect people's perceptions. ...
Public Relations, brand managing, reputation management are one of the most important factors for any corporate. In this digital era analysing public sentiments, evaluating contents according to public opinion are crucial to deliver the perfect material to the public. Artificial Intelligence as a discipline is emerging in nature. The pressing question at the moment is the how these modern days tools affect the ethics and morals and are they aligning the values of the corporate? The PR industry has been affected by the intersection of technology, particularly Artificial Intelligence, data science, and Machine Learning. It explores how these emerging technologies reshape PR practices across traditional and digital media platforms. The study aims to discern the key trends shaping the global PR world, analyse the impact of technological advancements and cultural changes on PR strategies, and underscore the importance of upholding ethical standards in the era of technology integration. Through thoroughly examining these elements, the research outlines priorities for the PR sector, offering insights into how professionals can effectively harness AI for innovation and uphold ethical principles in digital Communication.
... Although the practice of public relations can be traced back to pre-biblical times in civilizations such as Mesopotamia, ancient Egypt, and the Indus Valley (Sriramesh 2004), "modern" public relations is mostly a 20 th century phenomenon (Sriramesh 2009). Public relations scholarship is even younger, having come of age only in the 1970s. ...
... Although the practice of public relations can be traced back to pre-biblical times in civilizations such as Mesopotamia, ancient Egypt, and the Indus Valley (Sriramesh 2004), "modern" public relations is mostly a 20 th century phenomenon (Sriramesh 2009). Public relations scholarship is even younger, having come of age only in the 1970s. ...
... Alaimo (2017) suggests that the five dimensions can assist practitioners to adapt PR strategies to different cultural contexts. The influence of culture on the PR practice has been well documented (Edwards and Hodges, 2011;Grunig et al., 1998;Sriramesh and Stumberger, 2017;Valentini, 2007), with scholars arguing that cultural elements dictate how PR is practised in different environments. Alaimo (2017) posits that PR strategies, tactics and messages and the workplace behaviours of practitioners are likely to fail if they are not aligned with the specific culture of that society. ...
Purpose
The goal of the study is to develop an integrated, non-sequential framework for excellent public relations management for the financial services sector in Ghana. The study empirically analyzes how PR is conceptualized and practiced in relation to the purpose (models) and roles (activities).
Design/methodology/approach
The study adopted the qualitative in-depth interview approach to gauge the views of 22 PR practitioners.
Findings
Practitioners of most communication departments have no PR background, and this influenced their conceptualization of PR. Essentially, PR in Ghana is shaped, to a large extent, by a western ideology. PR is however influenced greatly by strong interpersonal relationships, which is premised largely on the culture of the country. What is obvious is that PR in the financial services sector is not fully strategic. Although practitioners occupy managerial roles, they are limited in their ability to make impact due a lack of understanding by management about the purpose of PR and budgetary constraints.
Research limitations/implications
The use of a qualitative approach means the result cannot be generalized. As the study focussed on one sector, it will be essential to look at other sectors using a generalized sample.
Originality/value
The study developed an integrative non-sequential PR framework based on literature and empirical findings. The framework differs in certain aspects from some of the recommendations made by literature for an excellent PR practice.
Public Relations concepts and practice in different democracies vary according to the nature of their political, cultural, social, and the level of technological orientation or advancement. With the digital age and the increasing trend in globalization, Global or Multinational Corporations have both challenges and opportunities towards meeting their business goals as to win hearts and minds of customers/publics in a diverse environment. Public Relations in Digital Age: Localising Global Corporations Activities and Social Media Uses in Tanzania, using Standard Chartered Bank, Coca Cola Company, and Barrick (Acacia) Mines, as case, has investigated the activities done by the Corporations, social media engagement, Corporate Social Responsibility activities and comparing local and global activities of the Corporations. The three Corporations’ profiles were surveyed to grasp their natures - activities and new media uses while a three- year content analysis was done through Corporations’ social networking sites (SNS) – Facebook, Twitter and You Tube to understand their uses of SNS in enhancing their roles through Public Relations. The findings show that despite their differences in nature, they all use their global business experiences in dealing with local activities. They have been responding to silent calls for glocalisation by identifying the basic needs of their customers/publics, for example, localizing the brand (Coca Cola to Coca Cola Kwanza), changing the brand name altogether (Barrick to Acacia), as well as stretching their Corporate Social Responsibility activities in health, education, environment and sports and entertainment while strengthening their ties with the government by not only responding to legal obligations like paying taxes but also supporting communication and health sectors. However, more glocalisation process is still in need as compared to what has been done in other countries in responding to cultural-centric and polycentric PR approaches. Moreover, the MNCs use both asymmetric and symmetric communication through Facebook, Twitter and You Tube. Twitter has been the mostly used SN especially in a symmetrical communication followed by Facebook. It has been also observed that the sensitivity of Corporation’s activities increases the engagement in CSR activities. Since, the area has not been extensively researched, the researcher calls for more studies on glocalisation of MNCs and new media uses in developing countries and Tanzania in particular in attempt to exploit the potentials of Public Relations.
The advent of social and digital media has influenced businesses and professions, including public relations. Research on how social media influences public relations practice abounds; however, these studies have mostly focused on the West, with Africa grossly underrepresented. The present study, therefore, sought to add to the limited literature on the continent by exploring how social and other emerging media are shaping public relations practice in Ghana. Overall, 137 practitioners participated in the survey. Results show that social and digital media have significantly influenced the public relations practice in Ghana. Facebook is the most frequently used platform. Most practitioners also admitted to spending more than half of their time on social media. These results provide insights for practitioners, academics, and researchers, and contribute to the global discussion on how social and other digital media are shaping the public relations practice in Ghana, particularly with insights on implications for their impact in Africa and the world.KeywordsPublic relationsSocial mediaGhanaAfricaDigital media
El entorno en el que operan las organizaciones se ha tambaleado en los últimos años. Los casos de corrupción, las prácticas poco éticas y la crisis económica han desembocado en una nueva complejidad en la que las instituciones deben recuperar la confianza perdida. El objetivo de este trabajo es demostrar cómo los museos apuestan por la transparencia para mostrarse como organizaciones de confianza que cumplen con su fin social. Metodología. Se realiza un análisis de contenido a partir de los criterios de transparencia planteados por el informe de la Fundación Compromiso y Transparencia. Resultados y conclusiones. Al igual que otros tipos de organizaciones, los museos han apostado por utilizar sus webs como plataformas transparentes, donde se cumplen una serie de criterios que aumentan la confianza y se ofrece información de interés a la sociedad
The study examines the current state of public relations practice in Ghana. The study applied the four principle of generic public relations theory to determine whether PR practice in Ghana was strategic. A mixed mode of survey and in-depth interviews were used to gather data from 108 respondents and 15 interviewees respectively. Findings show PR in Ghana is seldom managed strategically, is practiced more at the technician level than managerial, and is bound to cultural norms of the country.
This is a classic textbook in public relations, which emphasizes a theoretical, managerial approach to public relations.
Since 1989, the Central European country of Poland has been undergoing a political shift toward democracy and an economic transition from a command economy to a market economy. Several features distinguish Poland from the region’s other transition economies. First, only those of Russia and the Ukraine exceed Poland’s vast area and population. Second, the process of building democracy in Poland began as early as 1956, a process that was supported by the strong Polish Catholic Church, which operated with varying degrees of intensity throughout the period of Poland’s socialist economy. Third, Poland’s has had a relatively strong private agricultural sector since World War II, with private farmers holding approximately 85% of the country’s total farmland. Fourth, private business ownership in the trade, crafts, and service sectors gained significance after 1956. Finally, Poland has a historic role as a pioneer of transformation including applying shock therapy-the process of radical transitioning from a centrally planned economy to one dictated by market forces.