Factors of international PR evolution

DNIPROPETROVSK UNIVERSITY OF ECONOMICS AND LAW

THE DEPARTMENT OF THE HUMANITIES

AND SOCIO-POLITICAL SCIENCES

D.V. PROSHYN

INTERNATIONAL PUBLIC RELATIONS

The Notes of Lectures

For all Specialities with the English Language of Teaching

Dnipropetrovsk

TABLE OF CONTENTS

Preface 2

Factors of international PR evolution 2

Society as the IPR object 5

The problems of ethno-cultural stereotypes and cross-cultural differences 6

PR subjects in the international relations 9

State structures of IPR 10

IPR of the non-governmental organizations 11

IPR of the private companies. Private PR agencies 11

PR directions and methods in the international relations 12

Current information management 12

Image-making 15

PR problems, directions and methods in relations between Ukraine and the countries of North America and Europe 19

Ukraine in the eyes of the countries-IPR objects. Potential problems in conducting PR- activities 20

Ethno-cultural peculiarities of the countries-IPR objects of Ukraine 20

PR problems, directions and methods in relations between Ukraine and the countries of Asia and Africa 29

Ukraine in the eyes of the countries-IPR objects. Potential problems in conducting PR- activities 29

Ethno-cultural peculiarities of the countries-IPR objects of Ukraine 29

Conclusion 33

Preface

During recent years, American word-combination “public relations” (PR) has firmly installed in the professional vocabulary as well as everyday speech of thousands of people in Ukraine, Russia and other countries established in 1991 after the Soviet Union collapse. This new term is rather popular, but it does not concern only fashion. Our willingness to use it more and more represents a wide range of changes occurred in our societies. The specialists talk about political, corporate PR, show-business PR and security agencies PR. International PR is known as a special type of public relations.

As to the above the author adheres to the other point of view of PR. He thinks that the term “public relations” should denote the open activity, carried on behalf of the person, organization concerned and so on (PR subject) to make stable good relations with public, to provide with the understanding and readiness for mutually beneficial cooperation.

What helps to achieve the goals of PR? Their progress depends on the investigation of the social environment where, actually, the PR subject acts, a timely supply of the information about the goals and plans of the PR subject, about their compliance with the interests of the society; an overcoming of the stereotypes and allaying of the rumors about the activities and intentions of the subject. Thus, PR can be characterized as special control element of social processes, that is responsible for the information supply of the significant activity of the person, organizations concerned.

International Public relations (IPR) – is an open activity, that gives an opportunity to the person concerned (government, private company, public organization, etc.) to make contacts with different groups of foreign community, to inspire the foreign citizens with kindly feelings, respect and readiness to accept the given line of action.

Factors of international PR evolution

So, in the introduction we have used the term “international public relations” for naming such a form of the social processes management which gives a person concerned (government / private company / social organism) a possibility to establish relations with different groups of foreign public, represent its positive image abroad, inspire the foreign citizens with kindly feelings, respect and readiness to accept the given line of action.

There are 3spheres in the field of activity:

1) governmental sphere, where IPR serves the interests of the states, is the part of their foreign-policy strategy;

2) non-governmental (civil) sphere, where IPR serves the interests of public organizations and movements, like “Greenpeace”, “World Wildlife Fund”, “Amnesty international” etc.;

3) commercial sphere, where IPR sereves the interests of private business.

The activity that reminds the IPR according to different indications started long ago. However the XX century is the time of real establishment of the international PR.

Reasons of active IPR development in the XX century:

1) democratization of the international relations;

2) Soviet-and-American confrontation;

3) appearance of the international social movements;

4) expansion of the international economic relations;

5) pregress in the technologies of international communication..

The democratization of the international relations played an important role in the development of the governmental IPR. The population in the West countries during the XX century had more and more opportunities to become educated, they got more and more political rights and thus they organized rather powerful social movements. By the beginning of the XX century these factors turned the society into the powerful force in the international policy.

Soviet-and-American confrontation, well-known all over the world as “the cold war”, has had a strong but at the same time ambiguous influence upon the international PR formation. (It was the main conflict in terms of “cold war” between West, headed by the USA and socialist East, headed by the USSR). The attack in the war was waged simultaneously on all “fronts”, including propaganda. Every party tried to prove the superiority of its way of life and to win the sympathy of the citizents of the foeign countries (not only the representatives of the wide groups, but the political, economic, scientific, creative elite).

By the beginning of the XX century the society had become the powerful force that acts on the domestic area in more developed countries. At the end of the century important international social movements accured. Their influence spread well over the borders of some countries.

Improvement of the international economic contacts, formation of the world consumer, services and labor market is the main development stimulus of the commercial IPR. The companies and banks, that run their business abroad, saw the problems. They have to address to the foreign society in order to solve the problems. Ordinary tasks of private business – winning and keeping the consumer’s confidence – were added with the overcoming of the intercultural differences and a natural suspicion about everything strange, foreign. Many underdeveloped countries have the difficult colonial or semicolonial past and the foreign (american and european) business has to prove the honesty of its plans, reject the blames concerning the changing of the colonial oppression by new forms of the economic dependence and expluatation there.

Speaking about IPR evolution factors one more thing is left over – the progress in the technologies of the international communication. In 1815 Napoleon escaped from Elba exile and landed in the south of France not far from Nice. Paris got to know about it only on the fifth day of his debarkation. On the 11^th of September 2001 George Bush the President of the USA got the information about the consequences of the attacks on the International Trade Center and the Pentagon at the same time with millions of the TV viewers all around the world. According to Marshall McLuhan the Canadian sociologist, technological development turns the globe into the united populous “global village”.

Date: 2016-03-03; view: 813