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Apr 23, 2024
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PR 269 - International and Intercultural Public Relations
Semester Hours: 3
Fall, January, Spring, Summer
This course gives graduate students the knowledge and skills they need in order to practice public relations across nations and cultures. As corporations increasingly pursue overseas markets for production and sales, and countries become more dependent upon global cooperation in order to achieve national priorities, public relations practitioners for corporations, governments, and non-profit organizations are expected to practice their craft globally. This course introduces students to the global, local, and generic-specific theories of international public relations. Students will learn how to develop effective public relations strategies at the global level and to adapt them in local contexts. We will study the major dimensions on which cultures differ and students will learn how to identify salient cultural differences and craft culturally appropriate public relations strategies. Students will also learn key characteristics of public relations practice in regions and nations across the globe – from the Chinese practice of relationship-building through guanxi to the press agentry model still practiced in many dictatorships. Additionally, students will learn about major global, regional, and national media outlets and how to effectively pitch and work with them. We will study how to build effective “global myths” for corporations and appropriately identify and address risks and opportunities in local environments. Additionally, students will learn how to frame and promote global issues in order to catalyze policy action and how to manage the global reputations of nations and international organizations. Finally, students will learn how to adapt their own workplace behavior and strategies when practicing public relations in global environments.
Prerequisite(s)/Course Notes:
PR 260 . May not be taken on a Pass/Fail basis.
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