ERIC Number: ED330007
Record Type: RIE
Publication Date: 1990-Jun
Reference Count: N/A
The Development of Public Relations To Meet the New European Market.
Neff, Bonita Dostal; Brown, Robert
The development of public relations follows when economic development and democracy thrive. EC 1992, with its plans for the European Common Market Community, is a public relations opportunity for U.S. public relations firms. In a survey of 31 firms, 6 owned or were owned by networks, 17 had membership in a network, 8 had no public relations network, and two-thirds indicated that EC 1992 was a great opportunity. In addition to network membership, firms are increasing personnel and opening offices with expansion spilling over into the Scandinavian and Eastern Block. The four most frequently mentioned qualifications for the personnel involved in EC 1992 were international relations/culture, business experience, public relations, and language. The second highest group of qualifications included good communication, media relations, and writing skills. Academic background most expected would be business, liberal arts (communication is placed in this category), and journalism. However, concerns were expressed about public relations professionals being trained as "craftsmen" and later having to be trained to "think" on the job. In Europe, the opposite is true, and executives suggested that this latter sequence was preferred. These findings have a number of implications for public relations curriculum development in U.S. colleges and universities. (Eight tables of data are included, and the survey is attached.) (Author/SR)
Publication Type: Speeches/Meeting Papers; Reports - Research; Tests/Questionnaires
Education Level: N/A
Authoring Institution: N/A
Identifiers: Common Market (Europe); Europe; European Community; Global Studies; International Business
Note: Paper presented at the Annual Meeting of the International Communication Association (Dublin, Ireland, June 22-29, 1990).