Case Study- Ivory Coast


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International public relations case study- Ivory Coast.

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  • The Ivory Coast (Core d’Ivoire in French) is a sub-Saharan country the size of New Mexico. The Coast is located on the North Atlantic coast of West Africa.
  • In 1999, the country faced its first military coup, which ruined 4 decades of tranquility. After the coup, the presidential elections in 2000 resulted in widespread violence from political parties that felt excluded in the democratic process. In 2002, a failed miltary coup refocused international attention on the Ivory Coast.
  • Ivory Coast was long considered one of the economic success stories of Africa, until recent years. The country has recently moved into a period of political upheavel and economic instability.
  • The downfall of the economic status and politics have made the country far less stable than any other point since its independence from France in 1960, resulting in civil war. And as one of the worlds largest exporters of cocoa and coffee, the country has suffered from unpredictable price fluctuations worldwide.
  • In 2002, the Ivory Coast government turned to a U.S. public relations agency for assistance in attracting managed clinical networks to the country, generating increased tourism, and assisting with domestic public relations efforts. The government is hopeful that peace will prevail through negotiation sessions with groups trying to overthrow the president and that the Ivory Coast can recapture its international image as a progressive African country attractive to investors and accommodating tourists.
  • A former U.S. diplomat identified areas in which the cultural norms differ from those in the West: different concepts of family, the position of women in society, village customs and traditions, and belief in animistic forces that absolve the individual form from responsibility for his or her actions.
  • 51.5% of the population over the age of 15 is illiterate. The Ivory Coast government has traditionally controlled most of the media, which consists of 14 radio stations and 14 television stations. Additionally, journalists have been put into jail for reporting antigovernment stances, which raised anger from media watchdog groups and civil rights organizations.
  • This case study is an example of international public relations. As for health comm, there are many diseases which the people who live in the country are at high risk for. The average life expectancy is only 55 years and there are 480,000 people living with HIV/AIDS. Food or waterborne diseases include bacterial diarrhea, hepatitis A, and typhoid fever. This case study relates to the current day Haiti relief effort, outside PR companies going to an international country to help aid in its economic crisis.
  • Case Study- Ivory Coast

    1. 1. CASE STUDY: IVORY COAST Julianne Wigley PR Theory Spring 2010 Dr. Nancy Van Leuven
    2. 2. OVERVIEW <ul><li>Sub-Saharan country </li></ul><ul><li>Size of New Mexico </li></ul><ul><li>North Atlantic coast- West Africa </li></ul>
    3. 3. HISTORY <ul><li>1999- 1 st military coup </li></ul><ul><li>2000- widespread violence </li></ul><ul><li>2002- failed military coup </li></ul>
    4. 4. RECENT <ul><li>Economic success story </li></ul><ul><li>Political upheaval </li></ul><ul><li>Economic instability </li></ul>
    5. 5. <ul><li>Cocoa & coffee </li></ul><ul><li>Price fluctuations </li></ul><ul><li>Far less stable </li></ul>ECONOMIC DOWNFALL
    6. 6. THE SITUATION <ul><li>U.S. PR agency </li></ul><ul><li>Attracting MNCs </li></ul><ul><li>Increased tourism </li></ul><ul><li>Domestic public relations efforts </li></ul>
    7. 7. CULTURAL NORMS <ul><li>Concepts of family </li></ul><ul><li>Position of women </li></ul><ul><li>Village customs & traditions </li></ul><ul><li>Animistic forces </li></ul>
    8. 8. SOCIETY <ul><li>51.5% over 15 illiterate </li></ul><ul><li>14 radio stations </li></ul><ul><li>14 television stations </li></ul>
    9. 9. WHY PR THEORY & HEALTH COMM? <ul><li>International Public Relations </li></ul><ul><li>Life expectancy= 55 years </li></ul><ul><li>480,000 people with HIV/AIDS </li></ul><ul><li>Haiti relief effort </li></ul>
    10. 10. SOURCES <ul><li>Hansen-Horn, T. L., & Neff, B. D. (2008). Public Relations: from theory to practice . Boston: Pearson Education, Inc. </li></ul><ul><li>The World Factbook (2009, October 5). Retrieved February 11, 2010 </li></ul><ul><li> </li></ul>