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Breaking and Making Borders: PR Practice, the Web, and World Opinion

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Abstract:

This paper begins by examining contrasting approaches by two national PR associations towards international links. It tracks the origins and growth of professional PR bodies in New Zealand and Israel to see what may be learned from their different trajectories. It considers a full range of elements from ethics, and membership, through training, expertise, visibility to cultural contexts, and keeping up to date with developments in practice in different parts of the globe. Although both nations are small and sometimes shared an outward focus, there are some surprising differences that cannot be explained by size or geography alone. The paper then contextualizes the net-influenced change in contemporary conditions, with a brief and selective history of national image projection over time and space. In each example, it pays particular attention to the interplay between internal and external audiences, the range of communicators involved, and the expressive modes in operation. It then argues that, while there have always been tensions between controlled and uncontrolled communication, contemporary conditions point toward a different role for governments and PR as the net effectively pushes public spheres outside national boundaries. The paper also considers issues that seem to call for more, and stronger, transnational institutions because of the need to tackle a range of cross-border challenges such as climate change, economic crises, human rights, terrorism, and virus threats. It draws a number of conclusions for informing more effective interventions. One is how public relations techniques on message integration can help to coordinate the inputs of different sectors such as national tourist boards, cultural missions, and official trade organisations. Another is how recent social and technological changes can be better addressed by an admission that image managers can control reception even less, and that, accordingly, they have to more intelligently concentrate their limited resources to influence selected events and processes. The paper ends with recommendations for discussions about how to decide where to focus attention and resources, and how to attempt integration in a diverse environment in which world opinion has to be taken into account more often, and in more places, than ever before.
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Name: International Communication Association
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http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p402482_index.html
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MLA Citation:

McKie, David. and Toledano, Margalit. "Breaking and Making Borders: PR Practice, the Web, and World Opinion" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p402482_index.html>

APA Citation:

McKie, D. and Toledano, M. "Breaking and Making Borders: PR Practice, the Web, and World Opinion" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore <Not Available>. 2014-11-27 from http://citation.allacademic.com/meta/p402482_index.html

Publication Type: Session Paper
Abstract: This paper begins by examining contrasting approaches by two national PR associations towards international links. It tracks the origins and growth of professional PR bodies in New Zealand and Israel to see what may be learned from their different trajectories. It considers a full range of elements from ethics, and membership, through training, expertise, visibility to cultural contexts, and keeping up to date with developments in practice in different parts of the globe. Although both nations are small and sometimes shared an outward focus, there are some surprising differences that cannot be explained by size or geography alone. The paper then contextualizes the net-influenced change in contemporary conditions, with a brief and selective history of national image projection over time and space. In each example, it pays particular attention to the interplay between internal and external audiences, the range of communicators involved, and the expressive modes in operation. It then argues that, while there have always been tensions between controlled and uncontrolled communication, contemporary conditions point toward a different role for governments and PR as the net effectively pushes public spheres outside national boundaries. The paper also considers issues that seem to call for more, and stronger, transnational institutions because of the need to tackle a range of cross-border challenges such as climate change, economic crises, human rights, terrorism, and virus threats. It draws a number of conclusions for informing more effective interventions. One is how public relations techniques on message integration can help to coordinate the inputs of different sectors such as national tourist boards, cultural missions, and official trade organisations. Another is how recent social and technological changes can be better addressed by an admission that image managers can control reception even less, and that, accordingly, they have to more intelligently concentrate their limited resources to influence selected events and processes. The paper ends with recommendations for discussions about how to decide where to focus attention and resources, and how to attempt integration in a diverse environment in which world opinion has to be taken into account more often, and in more places, than ever before.


Similar Titles:
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