Chap. 3 – Theories and Methods Global Public Relations

What good is a theory? Describe, explain and predict cause/effect relationships In communication: no absolutes, but useful central tendencies International PR encompasses theories at all levels of communication from intrapersonal through international mass communication

Four basic categories in PR articles Theoretically based Often borrowed from other disciplines Case studies Based on theory or practice principles Country studies Growing library but ongoing need “Think pieces” Essays reserved for established scholars

Evolutionary models (Grunig & Hunt) } Press agentry Public information 2-way asymmetric 2 way symmetric 1- way models

For example: Lee (2004) Based on premise that 2-way symmetric model allows for changes in either organization or public (or both) Her study sought factors affecting org. image among Hong Kong consumers Survey results show need to focus on public to enhance org. reputation (2-way symmetric model) Full citation is: Lee, B., 2004. Corporate image examined in a Chinese-based context: a study of a young educated public in Hong Kong. Journal of Public Relations Research, 16(1), p.1-34.

Most communication theories are western- (esp. U.S.-) based Selective Perception Schema Propaganda Bullet Symmetry Congruiy Gatekeeping Source Credibility Fear Appeals Innoculation Two-step Flow Diffusion Agenda Setting Knowledge-gap Limited Effects Cultivation Spiral of Silence Uses and Gratifications Theories of the Press Agents of Power Media Richness Risk of assuming theories hold up in other cultural contexts!

Example – Van Leuven (1996) Examined Singapore and Malaysia Identified 3-phase development model instead of U.S.-spawned Grunig-Hunt models Nation-building Market development Regional interdependence Also applied to African studies Full citations: Van Leuven, J.K., 1996. Public relations in South East Asia from nation-building campaigns to regional interdependence. In H. Culbertson & N. Chen, eds. International public relations: a comparative analysis. Mahwah, NJ: Erlbaum, p.207- 222; and... Van Leuven, J.K. & Pratt, C.B., 1996. Public relations’ role: realities in Asia and in Africa south of the Sahara. In H. Culbertson & N. Chen, eds. International public relations: a comparative analysis. Mahwah, NJ: Lawrence Erlbaum, p.93-105.

PR Functional Roles (Broom and Smith) } Expert prescriber Communication facilitator Problem-solving process facilitator Communication technician Management functions

Excellence Theory Involvement of PR in strategic management PR in the dominant coalition Integrated PR function PR as separate management function Senior management role 2-way symmetric model Symmetric internal communication Professional staff Organization mirrors external diversity

Van Leuven and Pratt’s proposals Potential for theory development Explore relationships between: Economic development and use of mass media Market development and persuasion as campaign aim Government stability and tolerance for dissent Government stability and attention to public opinion

Public Diplomacy and Evolutionary Models Freitag used Peru to find links Grunig-Hunt Models Public Diplomacy Models Press agentry Propaganda Public information Self-portrayal 2-way asymmetric Information 2-way symmetric Dialogue Full citation: Freitag, A.R., 2004. Peru’s Fujimori: the campaign to sell the administration’s neoliberal policies. In D.J. Tilson & E.C. Alozie, eds. Toward the common good: perspectives in international public relations. New York: Allyn and Bacon, p.83-101, 215-238.

Challenges to International PR Research Language Including shared meaning Culture Some methods inappropriate Fit Familiar methods may not work well Expense/time Disadvantages and potential for bias favoring scholars in developing nation

Survey Considerations Sampling challenges Survey instrument crafting Translation Cultural sensitivities Computer access

Content Analysis Issues Access to materials Legitimacy of comparisons across borders and cultures Coder skill and ability levels

Suitable Qualitative Methods Focus groups In-depth interviews Participant-observer Historical Case study Country study

Country Study Model (Zaharna) Descriptive categories Political Economic Mass media Infrastructures (education, transportation, etc.) Legal Social Cultural Full citation: Zaharna, R.S. (2001). ’In-awareness’ approach to international public relations. Public Relations Review , 27, pp. 135-148.