Cultural Differences and International Ventures [SAV sirmon 2010 v.9]
2011 LSE Lecture
1. PS 438 Lecture 2 Introduction to Public Relations Lesley Muir, January 14 th 2011
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8. Grunig’s 4 PR models Characteristic Press agentry / Publicity Public Information Two-way asymmetric Two-way symmetric Purpose Propaganda Dissemination of information Scientific persuasion Mutual understanding Nature of communication 1 way, truth inessential 1 way, truth important 2 way, imbalanced effects 2 way, balanced effects Philosophical worldview asymmetrical Pluralistic/ asymmetrical asymmetrical symmetrical Mono/dialogic monologic monologic Unbalanced monologic dialogic Habermasian equivalent Strategic action Strategic action Strategic action Communicative action Game theory outcome Zero sum Zero sum Zero sum Positive sum
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12. Target publics Corporations seeking to shape and influence relevant discourse Media offers legitimacy and advocacy with 3 rd party influence Messages Information negotiation Evaluation and choices Messages Individual and collective voices - strengthening Output = Altered social perspectives - New ideas, objects of desire, discourses social representations, myths REPUTATION MANAGEMENT REPRESENTATIONAL PROCESS Wider Society
18. REPUTATION IMAGE IDENTITY Immediate mental picture held by an individual Lasting belief, held by an individual and shaped by group’s past experience, WOM, endorsements, experiences Stakeholders and media can influence perception (reputation) Aka corporate brand. Value rooted in difference