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Managing Global Public Relations from an Agency Perspective |
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Abstract:
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This study explores how public relations professionals at public relations firms, especially those who are specialized in international public relations, manage their job and work with global clients. It also examines how these professionals’ practices coincide with the global theory of public relations, “generic principles and specific applications” in public relations. While most theoretical principles are based on organizations’ perspectives, I attempt to focus more on the voices of public relations professionals working at firms, or agencies, and investigate issues surrounding the reality of public relations professionals in international settings. Through in-depth interviews with senior public relations professionals, I also examine the professionals’ perspectives on how to communicate with their international clients, how to manage differences, and what they recommend as the most effective practices of international public relations based on their experiences.
The findings show that public relations professionals try to balance general principles and specific applications in their practice. However, their unique identity as consultants makes it difficult to follow all the principles; the relationship with clients as individuals plays an important role. The best approach to the practice of public relations in an international setting is the mixture of both the global and the local approach, or local implementation under a global consistency, with providing local practitioners latitude under clear guidelines and goals of clients. |
Most Common Document Word Stems:
public (255), relat (253), client (140), global (102), research (92), intern (79), particip (77), said (68), practition (67), interview (52), profession (51), practic (48), one (48), differ (43), work (43), studi (41), local (41), also (39), manag (38), use (38), communic (37), |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Sung, MinJung. "Managing Global Public Relations from an Agency Perspective" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111396_index.html> |
APA Citation:
| Sung, M. , 2003-05-27 "Managing Global Public Relations from an Agency Perspective" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111396_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study explores how public relations professionals at public relations firms, especially those who are specialized in international public relations, manage their job and work with global clients. It also examines how these professionals’ practices coincide with the global theory of public relations, “generic principles and specific applications” in public relations. While most theoretical principles are based on organizations’ perspectives, I attempt to focus more on the voices of public relations professionals working at firms, or agencies, and investigate issues surrounding the reality of public relations professionals in international settings. Through in-depth interviews with senior public relations professionals, I also examine the professionals’ perspectives on how to communicate with their international clients, how to manage differences, and what they recommend as the most effective practices of international public relations based on their experiences.
The findings show that public relations professionals try to balance general principles and specific applications in their practice. However, their unique identity as consultants makes it difficult to follow all the principles; the relationship with clients as individuals plays an important role. The best approach to the practice of public relations in an international setting is the mixture of both the global and the local approach, or local implementation under a global consistency, with providing local practitioners latitude under clear guidelines and goals of clients. |
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| Document Type: |
.PDF |
| Page count: |
31 |
| Word count: |
10375 |
| Text sample: |
| Global Public Relations 1 Abstract This study explores how public relations professionals at public relations firms especially those who are specialized in international public relations manage their job and work with global clients. It also examines how these professionals’ practices coincide with the global theory of public relations “generic principles and specific applications” in public relations. While most theoretical principles are based on organizations’ perspectives I attempt to focus more on the voices of public relations professionals working at |
| culture? C. Do you understand their overall business strategy? 9. Do cultural differences influence your plans and practices? A. If it does how? B. Is there any occasions or points that you have felt the client needed specific consideration while you are/were working with them? C. If there was problem what did you do to solve it? D. How much do you think it is important to understand the culture of your client? a. Organizational level b. National level |
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