International Public Relations Research Articles

IPRA Code of Athens—The first international code of public relations ethics: Its development and implementation since 1965

In 1965, the International Public Relations Association (IPRA) adopted the International Code of Ethics, which became known as the Code of Athens (IPRA, 2001). The Code was authored by Lucien Matrat, a French public relations pioneer, and reflected a hopeful, post-World War 2 ethical framework with its strong linkage to the United Nation's Universal Declaration of Human Rights of 1948 (IPRA, 1994). A code of ethics was an early strategic imperative of IPRA, established 10 years before, and was coupled with a Code of Conduct, known as the Code of Venice of 1961 (IPRA, 1961, 2009). Both codes were adopted by many national public relations associations and widely promoted.

العلاقات العامة الدولية دراسة تحليلية لخطابات الرئيس الأمريكي باراك اوباما الموجهة للدول العربية المأزومة

In the midst of political, cultural and economic fast developments accelerated, the world witnessed, with the accompanied big communication revolutions, many shapes of powers. Those developments were followed by changes in relations of international level. The most prominent among those developments was the international public relations which became equal to official international relations. Moreover, the international public relations became a complementary element dur to the growth of public opinion and its affection on political regime. Such growth of public opinion pushed the politicians to address it; and try to gain its support. The US was the first realized the importance of international public relations. The Presidents of the United States keep directing their speeches to the world to improve the image of the united states and presented it as a political, economic, and cultural power with a unique, moral and human feature. Because, those Presidents have tried to develop the united states external relations; and to improve US international treatments depending on the international public support. A support like that can be gained by the international relations styles and their arts. This research aims to analyze the speeches of Barak Obama directed to the Arabic countries in crisis, (Palestine, Iraq, Tunisia, Egypt, Syria, Sudan, Yemen, Bahrain) to know the contents of those speeches. It was realized from the result of the study that the American President Barak Obama is well realized of the negative image of his country at Arabic and Islamic people. Therefore, he tried, in many places of his speeches, to give moral and humanist excuses of existence of US in the Arab countries; and to ensure that the United States is a permanent friend to people in crisis and that the united states are eager for their interests mentioning that US had a crucial role in liberating people from tyrant regimes. Obama, nevertheless, tried to give detailed descriptions of the Arabic environment under crisis before and after changes stating the differences between them. Obama praised the Islamic World; and focused on commonalities with the Islamic societies. But he clearly biased to Israel when he had dealt with the Palestinian dilemma, although his speeches contained a lot of humane values that confirm that the US supports justice and human right.

The Impact of International sport game Between Korean team and The other national team results on the Korean national image

Korean entertainment content such soap operas, movies and K-pop songs are believed to significantly improve Korea"s national image and Korean product perception. This study intends to investigate how the game results of large scale global sporting events influence the credibility perception of entertainment stars of other competing nations. In addition, attitudinal changes toward national image and product purchase intention of the other nation are measured. The results showed that no significant difference was disclosed between the game outcomes and credibility of Korean stars. However, the game results, regardless of a Japanese win over or loss to Korea, substantially lowered the national image of Korea and the purchase intention of Korean products. This finding suggests that national rivalry matches in major sporting events have a significant impact on the perceived image of a nation and its products and therefore have to be managed and utilized carefully. This study extends previous research on the theory of international public relations and communication, and provides managerial guidance for sport marketers.

Country reputation and performance: The role of public relations and news media

Using agenda-building and agenda-setting as theoretical framework, this study examined the relationship that international public relations and US news media coverage have with public opinion of foreign countries and their economic performance. The study analyzed 598 press releases from 30 countries, 488 news media articles and public opinion data from the 2009 Anholt's Nation Brands Index (NBI). In addition, foreign trade and tourism figures from the US Department of Commerce were examined. The findings supported both first- and second-level agenda-building and agenda-setting effects. Further, the study identified effective areas for public relations to highlight in press releases about a country to help inform the practice of country reputation management and nation branding.

한국 해외홍보방송의 편성전략과 채널 포지셔닝 설정

이 연구는 우리나라 해외홍보방송인 아리랑TV(아리랑 World)와 KBS World를 선정하여 편성전략의 특성과 편성에 따른 채널 포지셔닝의 차별성을 살펴보는 것을 목적으로 한다. 분석 결과, 편성전략에서는 아리랑TV가 교양 프로그램위주의 한국 문화콘텐츠를 편성하는, 반면 KBS World는 KBS 1, 2TV의 주요 프로그램을 활용한 드라마와 연예 등 오락프로그램의 편성비율이 높았다. 아리랑 TV의 경우 다큐멘터리, 관광정보, 생활정보 등 문화 콘텐츠 중심의 국가홍보에 충실한 편성을 하고 있다. KBS World는 드라마와 <뮤직 뱅크>와 같은 K-pop을 편성하여 한류 확산의 중심 채널로서의 역할을 하고 있다. 이같은 편성전략의 특성에 따라 아리랑TV는 한국문화를 전파하는 외교채널로서 포지셔닝을 하고 있고, KBS World는 한류 확산의 엔터테인먼트 채널로 자리를 잡고 있다. 그러나 두 채널의 편성 전략이 한국 문화 소개 및 한류 확산을 목표로 하고 있고, 타깃이 해외 동포나 외국인을 대상으로 한다는 점에서 중복투자에 따른 비효율성 문제가 제기되고 있다. The research is centered towards analyzing the differentiation of the characteristics and organization of programming strategy and channel positioning by selecting Korean International Public Relations Broadcasting Stations Arirang TV and KBS World. According to the results, Arirang TV positions Korean culture content-implied educational programs as their strategy while KBS World places the main programs of KBS1, 2TV with many entertainment programs such as dramas and entertainment shows. Arirang TV's programming strategy is well-fulfilling the purpose of promoting Korea's culture contents by organizing their programming with documentaries, tourist information, and daily living information. On the other hand, KBS World works as the agent of the spread of the Korean Wave by filling their program with dramas and K-pop programs such as <Music Bank>. Due to the difference in programming strategy of these two broadcasting stations, Arirang TV has positioned itself as a diplomatic channel to spread Korean culture and KBS World a channel representing the Korean Wave. However, there are problems of inefficiency due to recurrent investments because of the fact that both broadcasting stations' programming strategy is to promote Korean culture and spread the Korean Wave by aiming similar targets such as foreigners or overseas Koreans.

BiotecVisions 2013, February

BiotecVisions 2013, February

The Image of a Country, Communication Actors in Educational Exchanges

The main theoretical emphasis of this paper will be concentrated in explaining concepts, which today are present in the discourse for increasing the image of a country, such as public diplomacy, massive diplomacy, soft-power, international public relations etc. Whereas, empirical emphasiss aims to identify and describe a segment of main communication actors which participate in communications with foreign public, in order to analyze the commitment that country’s institutions have about this dimension of communication with foreign public and the improvement of the country’s image. The hypothesis raised here is whether small countries, such as Kosovo, may influence the increasing of its image in the world, concrete opportunities and difficulties and to whom Kosovo’s campaigns should be directed in order to inform and influence foreign public in student exchanges area. Because of faint activities in this course and the presence of other educational institutions in Kosovo, it is proved that the country is mainly a consumer of foreign public and cultural diplomacy without a strategy for spreading in foreign countries with the aim of increasing its image and reputation.

International public relations: A synopsis of German-speaking and Anglo-American research approaches

This paper outlines concepts, research traditions, and the current state of art on (1) international PR as the internationally oriented public relations of multinational organizations and companies, (2) international comparative PR research, which primarily describes domestic occupational fields of PR within global settings and (3) international public relations of states, also known as public diplomacy. Since culture constitutes the central element of PR research on a global scale, we conclusively take a closer look at how concepts of culture can be applied with greater strength in international PR research. Furthermore, we address different strategic paradigms in international PR strategies along the continuum of standardization and differentiation, and thus outline their consequences for international PR.

Ethical Issues as an Important Factor within International Public Relations: Heuristic Remarks on a Systematical Analysis and a Comparative Case Study from Five European Countries

Ethical Issues as an Important Factor within International Public Relations: Heuristic Remarks on a Systematical Analysis and a Comparative Case Study from Five European Countries

Book Review: Sport Public Relations and Communication by Maria Hopwood, James Skinner, and Paul Kitchin

Public Relations and Communication. Maria Hopwood, James Skinner, and Paul Kitchin. New York, NY: Routledge, 2010. 288 pp. $53.95 pbk.Sport Public Relations and Communication is a well-rounded book with a number of good but only a few great qualities. The purpose of the book, according to its authors, is to provide a concise guide for to apply public relations theory to the sports industry, or to demonstrate how the principles of public relations and communications can be successfully applied in practice within a context.The book is a response to what the authors see as a gap in the scholarly work on public relations and communications in the sports marketing and management field. Maria Hopwood has taught at universities in Britain and Australia; James Skinner is head of the Department of Tourism, Leisure, Hotel and Management at Griffith University in Australia; and Paul Kitchin is a lecturer in management at the University of Ulster, Northern Ireland.Generally formatted as a textbook, with themed chapters that include definitions of key terms and discussion questions, the book also includes full references and some original or emerging ideas that could be helpful for scholarly research. Ultimately, however, this book is most clearly suited for a classroom setting, perhaps an upperlevel or graduate course. As a book geared toward classroom use, it provides coverage of general public relations theory that is often introductory in nature, suitable for public relations theory novices. For those more experienced with the theoretical underpinnings of public relations, however, the utility of this theory review lies in its contextualization in the sports industry. While other anthologies may provide more in-depth explanations of major theoretical movements in the field of public relations, this work provides a precisely directed overview of those theories. This contextualization and specificity may prove useful to students and scholars looking for shortcut applications of general public relations theory to sports industry issues and questions.To that end, the coverage of major public relations theories and issues is fairly broad in Public Relations and Communication. Both excellence theory and relationship management theory are outlined by the end of the third chapter. There are also chapters devoted to important public relations issues like crisis communication, corporate social responsibility (CSR), new media, and international public relations. In each case, the topic is filtered through and applied to a sports industry lens.In fact, the text sees sports public relations as a different animal than other kinds of PR. This may be best illustrated by Hopwood's chapter on Sport Marketing Public Relations (SMPR), in which she argues that sport needs to be approached with an SMPR rather than with marketing mindset. …

Gauging an Integrated Model of Public Relations Value Assessment (PRVA): Scale Development and Cross-Cultural Studies

This article aims to develop an integrated, 2-level, cross-cultural scale for measuring multidimensional public relations value (called PRVA—Public Relations Value Assessment). Three data sets explore the views of a total of 524 public relations professionals from the Public Relations Society of America (PRSA), the International Public Relations Association (IPRA) and a number of Hong Kong corporations and PR associations, which were incorporated to empirically test the proposed framework. The results show that PRVA, which includes measures of media publicity, organization–public relationship (OPR), organizational reputation, cost reduction, and revenue generation, demonstrated satisfactory construct reliability, structural validity, and cross-cultural applicability. The conceptual Two-level Model of Public Relations Value is also empirically supported across three independent samples. Theoretical, practical and cultural implications derived from the findings for research on public relations value and effects are elaborated.

International public relations’ influence on media coverage and public perceptions of foreign countries

The purpose of this study is to examine the influence of international public relations on a target country's news coverage and public perceptions toward other countries. This study proposed a public relations influence model of national image formation and tested its relationships based on 27 countries’ public relations effort targeting the U.S. news coverage and publics. This study found that (1) public relations of other countries in the U.S. had a direct impact on how significantly the U.S. public perceived those countries; (2) the more prominently and favorably foreign countries were covered by the U.S. news media, the more significantly and favorably the U.S. public perceived and felt toward those countries.

Merkez ve Doğu Avrupa’da halkla ilişkiler uygulamaları: Romanya örneği

It's almost impossible to define a single public relations history since the the economic, politic developments, legislative and political structures and historical contexes of nations differ in various ways. In Eastern Europe, the emergence of public relations and the purposes it serves branched in different ways as a result of the communist regime and began evolving in post-communist period. In this context, analyzes of public relations practices in Eastern Europe is important in terms of pointing out that different different public relations might exist and/or evolve in different structures and cultures.In this study, the concept of international public relations is discussed at the first stage and the Central and Eastrn European countries are considered in the light of Hofstede's culturel values. The formation and development stages of public relations the countries mentioned before are analyzed in Romania sample using case study method.

Chapter 9 - The Olympic Games: a framework for international public relations

Chapter 9 - The Olympic Games: a framework for international public relations

국내 SCIE 학술지의 출판 현황과 활성화에 관한 연구

In the field of science and technology, influential international journals can easily be found in SCIE. A total number of journals published by societies or institutes in Korea are only 82 of the 8,300 SCIE titles. In this study, in light of the SCI criteria the detailed analysis, of these journals was performed for Korean SCIE journals. The results show that in general domestic journals were not actively cited, had a low level of internationality, and user services through the website was insufficient. Korean SCIE journals should continue to complement these points and elevate its reputation. Candidate journals should concentrate on recruiting more excellent papers, promoting communication with foreign researchers, enhancing domestic and international public relations, and the like. To actively support the domestic publication of excellent journals, long-term and short-term measures should be established and consistently practiced at the national level.

The Study on Public Diplomacy Professionalism From the Perspectives of International Public Relations : Focus on Cultural Centered Approach

The Study on Public Diplomacy Professionalism From the Perspectives of International Public Relations : Focus on Cultural Centered Approach

The Prime Minister and the platypus: A paradox goes to war

In February 1943, in the midst of the Second World War, Prime Minister Winston Churchill demanded that a live duck-billed platypus be sent from Australia to Britain. A vigorous male was shipped off but died shortly before arrival in Britain. This request can only be understood if placed in the context of Churchill’s passion for exotic pets as well as the rich history of aristocratic menageries and live diplomatic gifts. Obtaining an animal hitherto unseen alive in Europe would have been a great zoological achievement for London Zoo and secured British authority in heated historical taxonomical debates. This zoological triumph, coupled with accomplishing an extravagant enterprise in the middle of war-time austerity would have boosted public morale. Most importantly, despite its death, the platypus, served as a token for mediating the soured relations between Australia and Britain. Churchill’s platypus provides a unique case of animal collecting that incorporates effects on international diplomacy and public relations along with a great private eccentricity and passion.

NATO's strategic communication as international public relations: The PR practitioner and the challenge of culture in the case of Kosovo

The role of supranational organizations is changing as they are becoming more involved in, responding to, and finding solutions for, many different events occurring in our world. This article discusses one such organization, the North Atlantic Treaty Organization (NATO) and its public relations strategies during its military campaign in Kosovo in 1999. The circuit of culture model provides the basis for a discussion of the public relations practitioner as cultural intermediary, and aligns the model with the method of critical discourse analysis to examine the public relations strategies used by NATO during this campaign. The article contends that the charismatic skill of the NATO spokesperson played an important role in establishing the organization as a humanitarian military powerhouse through discursive positioning of the organization acting in the interests of the international community. By doing so and, at the same time, NATO legitimized its own continuation as a viable supranational organization for the 21st century.

Arabs, the west and public relations: A critical/cultural study of Arab cultural values

Using a critical/cultural perspective to examine Arab culture, this study tests the cultural-economic model of international public relations to identify cultural value orientations that influence Arab culture. These orientations include commitment to religion, devotion to the group, resistance to change/attachment to history and recognition of hierarchal order. Based on an initial review of these orientations, the study identifies guiding principles exhorting practitioners to carefully consider the nature, function and purpose of public relations practice in the Arab world and the relationship among cultural value orientations. The study concludes with useful implications and guidelines sensitive to Arab culture for public relations professionals and scholars.

The Propagation and Construction of China's National Image in $21^{st}$ Century

As China's international status is more and more uplifted, the active shaping and effective of China's national image has been regarded as an important means to demonstrate China's soft power, demolish the so-called China Threat Theory, and compete for China's share in international discourse power. This article first makes discussion on the fundamental concepts and related theories of national image, and then explores the precise positioning of China's image as a responsible power and the connotation that should be contained in this image. Finally, this article presents tactic of complex propagation for the shaping of China's national image, which includes the by new media and advertisement, the marketing of international sport games and other international events, public diplomacy and public relations tactics.