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عنوان فارسی مقاله:
روابط عمومی و روابط عمومی جهانی: چشم انداز اروپایی
عنوان انگلیسی مقاله:
Global public relations and communication management: A European perspective
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Literature review
Sharpe and Pritchard (2004) noted that “the development of public relations as a profession globally correlates with historical developments in three areas: communication, democracy, and global social interdependence” (p. 35). Indeed, as Sriramesh (2008) summarized: “Globalization seems to be the hallmark of the 21st century just as democratization was the legacy of the 20th century” (p. 409). Verciˇ cˇ et al., 1996Verciˇ c, ˇ Grunig, & Grunig, 1996 proposed a framework of generic principles and specific applications for international public relations. Organizations should have core competencies and policies that are valid worldwide, while at the same time their implementation in different parts of the world should appreciate local specialties. These they organized into five environmental variables: political ideology, economic system, degree of activism, culture, and media system. The theory of generic principles and specific applications resonates with the Stockholm Accords and the Melbourne Mandate (The Global Alliance for Public Relations and Communication Management, 2010, 2012) in emphasizing the importance of public relations for the core character and values of an organization with respectful and responsible relations with various social environments. The notion of generic principles and specific applications resembles the broader concept of glocalization.Wakefield (2007) found this too rigid for a full appreciation of local stakeholders and for relationship management. He proposed an extension of the generic principles and specific application framework and termed it “world-class public relations” (Wakefield, 2011). In the world-class public relations model, organizations should perpetually and simultaneously think global and local and act global and local. The model proposed six factors which are important for its effectiveness: purpose, executive support, staffing and teamwork, training, communication style, and response preparedness. Building on the notion of generic principles and specific applications, Sriramesh and Verciˇ cˇ (2001, 2009) proposed a theoretical framework for global public relations in which they comprised the original five environmental variables into three factors: a country’s infrastructure (composed of the political system, legal system, level of economic development, and the level of social activism), media environment (media control, outreach, and access), and societal culture. A special challenge for international public relations practice is “cross-national conflict shifting” which describes the situation when actions in one country also have consequences in another country (Molleda & Quinn, 2004). With the advent ofthe Internet andthe growingubiquity of socialmedia, some evenargue that allpublic relations are becoming global andthat domestic public relations no longer exists (Falconi, 2010). News ofthe death of domestic public relations may be exaggerated but globalization is permeating ever greater areas of communication work, and in many ways international public relations represents the most challenging part of the profession: “It demands more work in a more complex environment” (Verciˇ cˇ 2009; p. 804). Not only practice, research into international and global public relations is also challenging. Gregory and Halff (2013) reviewed the challenges stemming from global complexity and claimed that they “do not propose to give up empirical research [in international and global public relations] altogether” (p. 424). Taylor (2001) urged for examination of presuppositions underlying public relations theory and research into the context of international public relations. Wakefield (2001) declared that what “public relations needs are ‘paradigm shift’ to reflect its emerging globalization” (p. 641), which is: “The global should become the strategic umbrella by which all domestic programs are carried out” (p. 643).
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کلمات کلیدی:
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