ERIC Number: ED383026
Record Type: RIE
Publication Date: 1991
Reference Count: N/A
Public Relations in an International Arena: Establishing a Global Model for Public Relations Education.
Neff, Bonita Dostal
A global approach to public relations education is needed as other countries look to the European Economic Community or elsewhere for their models of public relations. In the United States, the present state-of-the-art in public relations is more nascent in development than professionals acknowledge or even realize. Although academics in public relations do not usually present an integrated communication model, such a model stresses the variety of communication emphases developed or used by public relations professionals and the approaches taught by various disciplines. As documented in an earlier study, most of the developments in programs and curricula are occurring in communication departments. A survey of United States companies indicated that economic development is leading public relations firms down a path requiring knowledge of culture and language in addition to public relations. Calls for the establishment of a system for collecting case studies on international public relations need to be followed up with analysis by those who understand the communication process of current methodologies to further study the implications and nuances of the cases submitted. The role of culture in a global model is critical since cultural values affect the communication process. A communication model can only be strong when there is a solid understanding of key issues in specialty areas. The global model features: a communication emphasis which is integrated, a cultural experience, and a need for greater knowledge of specialty areas. (Contains 13 references.) (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: European Economic Community; International Public Relations; Internationalism
Note: Paper presented at the World Communication Association's Biennial Convention (11th, Jyvaskyla, Finland, July 28-August 3, 1991).