Public Relations and Public Affairs from a European Perspective

Instructor: Richard Bailey

Today’s agenda Introductions

Richard Bailey (instructor), Gail Simmons (trip assistant) About you

Defining Europe How many countries are there in Europe? Geographical and historical perspectives

About European institutions About the course

Assessment Teaching

Preparation and further reading Italian language and culture

Richard Bailey University lecturer and professional

trainer in public relations Member of the UK’s Chartered

Institute of Public Relations Blogger and magazine editor Former PR manager and public

relations consultant Former business journalist (London

and New York) Degrees from Cambridge and York

universities

Gail Simmons Travel writer and photographer (published in

UK and international journals) Works with international NGOs Formerly a tour leader for walking holidays in

Europe Qualification in Italian language from

Università per Stranieri, Siena Degrees from Keele and York universities

About you Reasons for choosing this course Recent or past connections with Europe Special interests and experience

About Europe

Left: EU members

Below: Eurozone

Affiliations Schengen countries (22) EU members (27) Eurozone countries (16) NATO members (28) UEFA members (53) Eurovision Song Contest (39) Council of Europe (47)

Redrawing the map (The Economist)

European countries (A-C)Country AffiliationsAlbania NATO, UEFA, Eurovision, CouncilAndorra* (Eurozone), UEFA, CouncilArmenia UEFA, Eurovision, CouncilAustria Schengen, EU, Eurozone, UEFA, CouncilAzerbaijan UEFA, Eurovision, CouncilBelarus UEFA, EurovisionBelgium Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilBosnia and Herzegovina

UEFA, Eurovision, Council

Bulgaria EU, NATO, UEFA, Eurovision, CouncilCroatia NATO, UEFA, Eurovision, CouncilCyprus EU, Eurozone, NATO, UEFA, Eurovision, CouncilCzech Republic

Schengen, EU, NATO, UEFA, Council

European countries (D-H)Country AffiliationsDenmark Schengen, EU, NATO, UEFA, Eurovision, CouncilEngland* UEFAEstonia Schengen, EU, NATO, UEFA, Eurovision, CouncilFaroe Islands* UEFAFinland Schengen, EU, Eurozone, UEFA, Eurovision, CouncilFrance Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilFYR Macedonia UEFA, EurovisionGeorgia UEFA, Eurovision, CouncilGermany Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilGreece Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilHungary Schengen, EU, NATO, UEFA

European countries (I-M)Country AffiliationsIceland Schengen, NATO, UEFA, Eurovision, CouncilIreland EU, Eurozone, UEFA, Eurovision, CouncilIsrael UEFA, EurovisionItaly Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilKazakhstan UEFAKosovo* (Eurozone)Latvia Schengen, EU, NATO, UEFA, Eurovision, Council

Liechtenstein*

UEFA, Council

Lithuania Schengen, EU, NATO, UEFA, Eurovision, CouncilLuxembourg Schengen, EU, Eurozone, NATO, UEFA, CouncilMalta Schengen, EU, Eurozone, UEFA, Eurovision, CouncilMoldova UEFA, Eurovision, CouncilMonaco* (Eurozone), Council

European countries (M-S)Country Affiliations

Montenegro (Eurozone), UEFA, CouncilNetherlands Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilNorthern Ireland*

UEFA

Norway Schengen, NATO, UEFA, Eurovision, CouncilPoland Schengen, EU, NATO, UEFA, Eurovision, CounclPortugal Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilRomania EU, UEFA, Eurovision, CouncilRussia UEFA, Eurovision, CouncilSan Marino* (Eurozone), UEFA, CouncilScotland* UEFASerbia UEFA, Eurovision, CouncilSlovakia Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

Council

European countries (S-Z)Country AffiliationsSlovenia EU, Eurozone, NATO, UEFA, Eurovision, CouncilSpain Schengen, EU, Eurozone, NATO, UEFA, Eurovision,

CouncilSweden Schengen, EU, UEFA, Eurovision, CouncilSwitzerland Schengen, UEFA, Eurovision, CouncilTurkey NATO, UEFA, Eurovision, CouncilUkraine UEFA, Eurovision, CouncilUnited Kingdom

EU, NATO, Eurovision, Council

Wales* UEFAVatican City* (Eurozone)

How did we get here? Extent and importance of the Roman Empire

LegacyRoadsBuildingsGovernmentRoman lawRoman alphabetRomance languagesRoman Catholic churchHoly Roman EmpireTreaty of Rome

Subsequent European empires Holy Roman Empire Austro-Hungarian Empire Code Napoleon/continental system Third Reich (Nazi Germany) Soviet Union and Warsaw Pact EEC/European Union

A Christian continent? Roman Catholic (southern Europe, Ireland,

Poland) Protestant churches (northern Europe) Orthodox (Greece and eastern Europe) Muslims in Balkans for centuries North African immigrants in France South Asian migration to UK Turkish workers in Germany Possible Turkish accession to EU

Europe’s legacy Language, culture, political institutions Scientific enquiry (Ancient Greece to

Enlightenment) Political thought (Locke, Rousseau to Marx) Revolutions (1789, 1848, 1917, 1968) Wars and empires Why did Europe come to dominate the

modern world (1500-2000) and not, say, China or India?

European institutions Council of Europe (founded 1949, based in Strasbourg)

European Commission Treaty of Rome (1957) Lisbon Treaty (2007)

European Parliament Council of the European Union Court of Justice European Central Bank

NATO (founded 1949, based in Brussels)

World languagesGlobal Regional Local

English (1.8 bn) Chinese (Mandarin) (1.3 bn) Japanese

Spanish (0.5 bn) Hindustani (0.65 bn) Bengali

Portuguese (0.25 bn)

Arabic (0.325 bn)

French (0.2 bn) Russian (0.275 bn)

German (0.18 bn)

Farsi (Persian) (0.15 bn)

Assessment informationDescription Points DeadlineThree book reviews 15 (3 x 5) June 4Research assignment(Document / presentation) 15 (10 + 5) June 7

Articles for class blog 10 (5 + 5) June 11 & 18Feature article 10 June 18In-class group presentation 10 June 14-17Participation 10 Throughout

Communication management proposal(Presentation / document) 30 (10 + 20)

June 18July 16Af

ter

Dur

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B

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Book reviews Review three books from the recommended

reading list (or others by prior agreement) Books on international public relations Books on PR from a European perspective Books on specific European countries

Guidelines on writing a book review (Behind the Spin)

Book reviews (University of North Carolina)

Case studyCorp Talk Inc is a new service designed for business communications, building on and integrating a number of open interface tools to improve the efficiency and effectiveness of business communications in a Web 2.0 world.

 Though a start-up business, Corp Talk is well supported by venture capital funding and its CEO is Daniel J Breslin who has worked for Google in an international management role. Corp Talk has attracted the interest of a number of key industry players thought to include Oracle and Microsoft, though management’s stated goal is to remain independent and to raise capital through an IPO when market conditions are more favorable.

 The company now plans to expand to Europe and you are a key member of the team advising Mr Breslin on: A European tour to meet potential partners, business customers, key media and

government contacts A strategy for establishing a presence in Europe including the appropriate location of a

European headquarters, the presence needed in other major European countries, a structure for communications management in Europe and recommendations on the need for external public relations consultancy support (if any)

Research assignment Choose one country from the major European

states (or another by prior agreement): Write a two-page country briefing document for Mr

Breslin’s European visit (10 points) Prepare a ten minute presentation to be given in

class about your chosen country (and prepare to be asked questions) (5 points)

Major countries Belgium Czech Republic Denmark Finland France Germany Greece Italy Netherlands Norway

Poland Russia Spain Sweden Switzerland Turkey Ukraine United Kingdom

Criteria: population, size, cultural and economic significance

Country profiles A country profile describes the political, economic, legal and social structures along with

media characteristics. Media control: ownership of media and control of editorial content Media outreach: ability of media to diffuse messages; extent of media saturation Media access: extent to which any segments in society can access media to disseminate messages

A cultural profile suggests what may be effective in a country Past orientation emphasizes history and tradition (UK) Present-orientation values the moment (Latin America) Future-orientation emphasizes change (USA) Individualism versus authority Hofstede’s cultural dimensions

Communication components Verbal or non-verbal (visual) Rhetorical style Decision-making practices

Hall ET (1976) Beyond Culture, DoubledayHofstede G and Hofstede GJ (2005) Cultures and Organizations – Software of the Mind, McGraw-HillSriramesh, K and Vercic, D (2009) The Global Public Relations Handbook: Theory, Research and Practice,

RoutledgeZaharna, RS (2001) In-Awareness Approach to International Public Relations, Public Relations Review,

Volume 27, Issue 2, Summer 2001, Pages 135-148

Blog posts We have a class blog

Login here User name: bologna2010 Password: [on request]

You are two write two short articles suitable for the blog, one for each week you are in Bologna (June 11 & 18). You could: Write about some aspect of the course Write about visiting Italy (culture, art, food, sport, language) Write about your meetings with PR specialists such as Toni

Muzi Falconi Write about an international public relations topic (such as

the Stockholm Accords) Write about a current news event in Europe Reflect on the US from a European perspective

Feature article You are to write an article on the differences

between public relations in Europe and in the U.S., suitable for publication in Behind the Spin magazine 1,000 words; deadline: June 18 Magazine article, not academic essay Written for an audience of students and young PR

practitioners One article will be chosen for

publication (it will be the oneconsidered most suitable, notnecessarily the one with thehighest grade)

Group presentation Working in small groups (6x2, 1x3), you are to

present for 15 minutes on one of the following themes (10 points) drawing on European examples and academic literature:1. Media relations (and social media)2. Corporate Social Responsibility (CSR) and

sustainability3. Internal communication4. Issues and crisis management5. Public affairs6. Marketing communications7. Financial public relations / investor relations8. PR management skills

Final project Proposal on European communication

management for Corp Talk Preliminary ideas presented on June 18 (10 points)

Outline the challenge List the research to be conducted

Written proposal submitted July 16 (20 points) Formal business document (2,000 words) Costed proposal for in-house personnel Recommendations on use of consultancy support

Teaching Variety of methods

Discussion of news, readings, case studies Limited lecture material Writing skills workshop Student presentations Live and recorded contributions from practitioners

and academics Visit by Toni Muzi Falconi to discuss the Stockholm Accords Recorded talks: Rudiger Theilmann (Germany) and Gyorgy

Szondi (eastern Europe); Bruno Amaral (new theory) Recorded interviews with PR managers (e.g. Chris Tucker,

former global head of PR for Barclays) Recorded interviews with PR consultancy heads

Turnitin

Preparation Cornelissen, J (2nd ed

2008) Corporate Communication: A guide to theory and practice, Sage

Tench, R and Yeomans, L (2nd ed 2009) Exploring Public Relations, FT Prentice Hall

Preparation Subscribe to the class blog and follow some of

the links In particular, tune into the debate about

The Stockholm Accords (see this and this from Paul Seaman)

Read international news about Europe generally, and your chosen country specifically

Italian language and culture English is not widely spoken outside the major

tourist cities Italians are well-dressed in public (shorts are

only worn on the beach) Nothing is more interesting than hanging out

(‘fa niente’) Advice on living in Italy on the blog Suggested short trips from Bologna

Short visits from BolognaTurinMilanVeronaVenicePaduaParmaModenaFerraraRavennaRiminiFlorenceLuccaPisaSienaRome