1. Chap. 3 – Theories and Methods
Global Public Relations

2. 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

3. 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

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

5. 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., 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.

6. 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!

7. 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., 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., 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

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

9. 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

10. 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

11. 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., 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 ,

12. 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

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

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

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

16. 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