Upload
weber-shandwick
View
219
Download
0
Embed Size (px)
Citation preview
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 1/11
Rdk MkuEacnoa Uc~ab c
P{naih ̂ kaoricmxRij G~y! Eacnoa Haikmr Xk~wihkx! KWP! Uknk~ Xdombuihl
Fkmmik~ Xcxim! Xkmic~ Hc{mxka! L^H ^kxko~hd omb Uknk~ Xdombuihl
Xrom Xrkim! Eacnoa Ohhc{mr Bi~khrc~! KWP! Uknk~ Xdombuihl
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 2/11
Ox o eacnoa p{naih ~kaoricmx oekmhy
uc~lime uird j{arimoricmoax!Uknk~ Xdombuihl lmcux rdorn{iabime omb p~crkhrime o hcmxixrkmreacnoa n~omb ix o p~ic~iry-
Im rcboy’x ~opibay hdomeime! eacnoaay hcmmkhrkb hcjj{mihoricmxaombxhopk! xkwk~oa q{kxricmx o~k crkm ~oixkb im bixh{xxicmx uirdeacnoa po~rmk~x- Uk bkhibkb rc r~y rc omxuk~ xcjk c rdkj6 Udorix rdk nkxr uoy rc oaachork hcjj{mihoricmx ~kxc{~hkx o~c{mb rdkeacnk3 Dcu ix rdk p{naih ~kaoricmx imb{xr~y xdirime rc obopr rc rdk
hdomeime jo~lkrime jit3 Dcu o~k haikmrx’ mkkbx omb ktpkhroricmxc rdki~ oekmhikx kwcawime3
Gc~ imxiedr! uk xpclk rc ?0 eacnoa hcjj{mihoricmx p~ckxxicmoax‒xkmic~ ktkh{riwkx ~kxpcmxinak c~ hc~pc~ork hcjj{mihoricmx imao~ek j{arimoricmoa hcjpomikx- Rdkxk ktkh{riwkx ~kp~kxkmrkbhcjpomikx uird uc~ab*haoxx hcjj{mihoricmx ‒ uird hc~pc~orkn~ombx ~khcemivkb uc~abuibk ox obji~kb omb uird ouo~b*uimmime
hcjj{mihoricmx p~ce~ojx-
G~cj c{~ hcmwk~xoricmx! uk b~ku wk akxxcmx-
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # >
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 3/11
Akxxcm ?Imwkxr c~ rdk {r{~k! uird om kyk rcuo~bjkox{~onak ~kx{arx-
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # 8
Gc~ jomy hc~pc~ork hcjj{mihoricmx
rkojx! rdk omm{oa n{bekr bomhk hom nk
hcjpakt- P~cfkhr rkojx! {mhricmoa rkojx
omb ekce~opdih rkojx oaa xpim omb xlip omb
f{jp rc bkkmb rdki~ kmrk~p~ixkx< oaachorc~x
uc~l rc noaomhk hcjpkrime ecoax uirdim
rdki~ kmrk~p~ixkx udiak p~crkhrime rdki~cwk~oaa n{bekr oaachoricm- C rkm! rdkxk
mkecrioricmx chh{~ o~c{mb rdk jo~eimx<
jcxr {mbx o~k oaachorkb o{rcjorihoaay
noxkb cm rdk p~ic~ yko~ oaachoricm c~ noxkb
cm h{~~kmr ~kwkm{kx! rdkm obf{xrkb bcum
c~ {p rc ~kgkhr h{~~kmr p~ic~irikx-
Im xpkolime uird rdkxk hcjj{mihoricmx
akobk~x! ir q{ihlay nkhojk hako~ rdor
ekrrime rdk ekce~opdih oaachoricm ~iedr
jkomx hcmxibk~ime ruc rdimex6
Gi~xr! rdk q{kxricm ix mcr f{xr ‑dcu
ijpc~romr ix o eiwkm ~keicm rc rdk hcjpomy
mcu3‚ n{r kq{oaay ‑dcu ijpc~romr ix
rdor ~keicm rc c{~ {r{~k3‚ Mko~ay kwk~y
hcjpomy hcmxibk~x irx h{~~kmr ~kwkm{k
ccrp~imr im xkrrime hcjj{mihoricmx
n{bekrx- Dcukwk~! po~rihipomrx oaxc rcab
{x rdor rdky kq{oaay hcmxibk~ udor rdk
hcjpomy uomrx rdk ~kwkm{k ccrp~imr rcnk wk c~ ?0 yko~x odkob- Im crdk~ uc~bx!
rdky xkk hcjj{mihoricmx ox po~r c udor
uiaa dkap rdki~ c~eomivoricmx ohdikwk rdki~
{r{~k ccrp~imr omb ~kwkm{k e~curd-
Rdkxk hcjpomikx bc mcr nkaikwk rdor
~kwkm{k hcjkx ~xr! hcjj{mihoricmx
xkhcmb- Rdky uc~l rcekrdk~ imxrkob-
Xkhcmb! rdk q{kxricm ix mcr f{xr ‑udor
bc uk uomr rc ohhcjpaixd rdix yko~ im
rdor ~keicm3‚ n{r kq{oaay ‑udor bc uk
mkkb rc bkaiwk~ rdix yko~ im rdor ~keicm3‚
Udiak jcxr hcjpomikx uiaa {mb xpkhih
p~cfkhrx im xpkhih hc{mr~ikx omb ~keicmx!
po~rihipomrx imxixr rdor rdk p~cfkhrx rdky
{mb nk orrohdkb rc xpkhih! jkox{~onak
~kx{arx- Rd{x! rdkxk ktkh{riwkx o~k
ch{xime rdki~ n{bekrx cm uimmime rdk
uimmonak< o p~cfkhr c~ cnfkhriwk j{xr
mcr cmay jolk xr~ibkx rcuo~bx rdk
{r{~k! ir j{xr oaxc nk bkjcmxr~onay omb
q{omrionay ohdikwonak-
Ox eacnoa hcjj{mihorc~x! uk p~cwibk
rdk e~korkxr woa{k i uk hom dkap kmx{~k
rdor hcjj{mihoricmx paomx $c~ ncrd
~keicmx omb p~cfkhrx) o~k ~jay ~ccrkb im
n{ximkxx cnfkhriwkx c~ mcu omb odkob!
omb rikb rc xpkhih! jkox{~onak ~kx{arx
rdor bi~khray jkkr rdcxk n{ximkxx ecoax-
I uk oia rc p~kxkmr xcaib! c~uo~b*acclimexr~orkeih paomx! uk dowk mc cmk rc naojk
n{r c{~xkawkx i hcjj{mihoricmx ix
{mbk~*~kxc{~hkb-
Ir’x rdk jo~lkrxrdor o~k r~yimerc imh~koxk rdki~p~kxkmhk rdormkkb o e~kork~pk~hkmroek c rdkn{bekr- I yc{ o~kacclime rc e~cu! ir bigh{ar rc oaachork
p~cpc~ricmoaay-
N{bekrx o~k noxkb cm c{~oniairy rc ohdikwk xr~orkeihecoax- Ir’x wk~y ijpc~romrrc nk onak rc xdcu rdor rdkimwkxrjkmr im hcjj{mihoricmxuiaa b~iwk n{ximkxx ~kx{arx-
Uk p{r c{~ {mbx udk~k rdkdowk rc jcwk rdk mkkbak-
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 4/11
Akxxcm >Ktpkhr kjk~eime jo~lkrx rc hcxr jc~k! mcr akxx-
Rdcxk c {x im eacnoa ~cakx dowk oaa nkkm
rdk~k6 Uk o~k oxlkb rc ktpomb o p~cfkhr
imrc o mku jo~lkr! rdkm o~k ktpkhrkb
i rdk oxxiemjkmr ~kaorkx rc jkbio
c{r~kohd rc bkaiwk~ ox j{hd hcwk~oek ox
uk’~k xkh{~ime im rdk [-X- c~ K{~cpk c~
o ~ohricm c rdk n{bekr- Rdix ~kgkhrx o
hcjjcm oxx{jpricm rdor ao~ek kjk~eime
jo~lkrx o~k xcjkdcu ‑hdkopk~‚ c~
p~ce~oj bkwkacpjkmr omb ktkh{ricm- Rdk
~kq{kmhy c rdix oxx{jpricm ix nc~mk c{r
ny o ~khkmr x{~wky Uknk~ Xdombuihl omb
Xpkmhk~ Xr{o~r hcmb{hrkb c ?2> xkmic~
hc~pc~ork hcjj{mihoricmx p~ckxxicmoax
c~ imrk~moricmoa hcjpomikx- Rdkxk
imbiwib{oax ~kpc~rkb rdor udiak rdki~
hcjpomikx xou om owk~oek c ?4+ c rdki~
omm{oa ~kwkm{k hcjime ~cj Oxio! cmay
?8+ c rdki~ hcjj{mihoricmx n{bekrx o~k
xpkmr im Oxio-
Hcjj{mihoricmx akobk~x im c{~ x{~wky xkk
rdk uc~ab bik~kmray- Rdkxk ktkh{riwkx
~o~kay obf{xr n{bekrx noxkb cm jo~lkr*
ny*jo~lkr hcxr bik~kmhkx- Oaa ~khcemivk
rdor udk~k hcjj{mihoricmx ix hcmhk~mkb!
rdk~k ix mc x{hd rdime ox o ‑hdkopk~‚ paohk
rc bc c{~ uc~l- Im omy jo~lkr o~c{mb
rdk uc~ab! i xcjk o~k akxx ktpkmxiwk!imkwironay crdk~ rdimex uiaa nk jc~k
ktpkmxiwk-
Udor b~iwkx n{bekrx c~ rdkxk akobk~x
dox oajcxr mcrdime rc bc uird ~kaoriwk
aonc~ hcxrx c~ rdk xr~kmerd c h{~~kmhikx-
Udor b~iwkx rdki~ n{bekrx ix rdk xr~orkeih
ijpc~romhk c rdk uc~l- Omb nkho{xk
c~ jomy c rdkxk hcjpomikx! kjk~eime
jo~lkrx o~k c po~ojc{mr ijpc~romhk rc
rdki~ {r{~k e~curd! rdk n{bekrx c~ rdkxk
jo~lkrx o~k e~cuime ~opibay-
Jcxr eacnoa hcjj{mihorc~x dowk
kmhc{mrk~kb ~{xr~orime oxx{jpricmx
onc{r dcu o~ rdk bcaao~ c~ k{~c uiaa ec
im bkwkacpime hc{mr~ikx! kmhc{mrk~ime
ktkh{riwk bkhixicm jolk~x udc ktpkhr {aa*
nacum hcjj{mihoricmx x{ppc~r im Hdimo c~
Imbio c~ x{nxromrioaay akxx rdom rdky imwkxr
im rdk [-X- c~ K{~cpk ‒ udihd o~k akxx rdom
doa rdk xivk-
^khriyime rdix ~kq{i~kx rolime o akxxcm
~cj rdk hcjj{mihoricmx akobk~x uk
imrk~wikukb6 Rc xkh{~k opp~cp~iork
n{bekrx o~c{mb rdk uc~ab! uk im p{naih
~kaoricmx mkkb rc {mbk~xromb eacnoa
n{ximkxx xr~orkeikx omb cnfkhriwkx omb
mkkb rc p~kxkmr haikmrx uird ~koaixrih paomx!
orrohdkb rc ohdikwonak omb jkox{~onak
bkaiwk~onakx! uird n{bekrx ~ccrkb im rdk
xr~orkeih ijpc~romhk c rdor jo~lkr im
rdk yko~x odkob- Uk oaxc mkkb rc aixrkm
ho~k{aay rc c{~ achoa jo~lkrx rc opp~khiork
dcu rdk m{omhkx c rdcxk jo~lkrx ijpohr
dcu uc~l mkkbx rc ekr bcmk-
Kq{oaay ijpc~romr! ox p{naih ~kaoricmx
p~ckxxicmoax! uk mkkb rc r~oim c{~ achoa
rkoj akobk~x omb jomoek~x rc rdiml
jc~k dcaixrihoaay ‒ rc p{r rdki~ paomx omb
n{bekrx im hcmrktr! ~ordk~ rdom p~kxkmrime
rdkj im o woh{{j omb rc oauoyx nk hako~
onc{r udor rdki~ paomx uiaa bkaiwk~-
Rdk Mku Eacnoa Uc~ab c P{naih ^kaoricmx # 2
Uk accl or udk~k rdkn{ximkxx uiaa e~cu! omb udk~kuk rdiml uk hom ohdikwkxpkhigh cnfkhriwkx-
Ir jolkx xkmxk rc imh~koxkP^ n{bekrx udk~k rdkcppc~r{miry ix rdk e~korkxr!omb udk~k rdk jcxr acme*rk~je~curd pcrkmrioa ktixrx-
?4+ ^kwkm{k~cj Oxio
Hcjj{mihoricmxn{bekrx im Oxio
?8+
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 5/11
Akxxcm 8Eacnoaivk xr~orkeikx omb xrombo~bx!n{r lkkp rohrihx achoa-
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # ;
‑Eacnoa imrke~oricm‚ ix o hcjjcm n{vvuc~b
rcboy! omb rdk hcjj{mihoricmx akobk~x
uk imrk~wikukb oe~kkb ir ix ijpc~romr-
Udor ‑eacnoa imrke~oricm‚ jkomx rc rdkj
ix rdor rdki~ hc~pc~ork n~omb ix pcxiricmkb
hcmxixrkmray! uird bixhipaimkb jkxxoeime
o~c{mb rdk eacnk- Xkhcmbo~iay! ‑eacnoaimrke~oricm‚ jkomx rdor lmcuakbek
r~omxk~ ix ncrd cmecime omb xkojakxx
uirdim rdki~ rkojx! nkrukkm rdki~ rkojx
omb oh~cxx rdki~ oekmhikx ‒ rdor ix! nkxr
p~ohrihkx! lmcuakbek omb xliaax*xdo~ime
j{xr gcu q{ihlay o~c{mb rdk eacnk omb
im{xk oaa hcjj{mihoricmx- Rdi~b! c~
xcjk! eacnoa imrke~oricm oaxc jkomx rdor
cnfkhriwkx omb jkr~ihx o~k hcmxixrkmr
~cj paohk rc paohk ‒ rdor rkojx o~c{mbrdk uc~ab dowk o xdo~kb omb hcjjcm
{mbk~xrombime c udor hcjj{mihoricmx
xdc{ab ohdikwk omb dcu ir xdc{ab
nk jkox{~kb-
Mcronay! rdk~k o~k ruc rdimex rdor eacnoa
imrke~oricm bckx mcr jkom rc rdkxk
akobk~x6 Gi~xr! ir ~o~kay jkomx {ximerdk xojk hcmrkmr o~c{mb rdk uc~ab-
Chhoxicmoaay! rdky joy hcjjixxicm o j{ari*
moricmoa xr{by rc p{naihivk im j{aripak
jo~lkrx- Udor rdky oajcxr mkwk~ jkom
ix ~kpaihorime hk~roim rohrihx im j{aripak
hc{mr~ikx- Rdix ix udk~k rdk uc~ab ~kjoimx
wk~y achoa rc rdk akobk~x uk imrk~wikukb-
Rdix noxih rkmkr c ~kxpkhrime eacnoa
xr~orkeikx n{r nkime jimb{a c achoa
h{ar{~kx ix uibkay x{ppc~rkb im rdkxk
hcjj{mihoricmx chk~x’ bcjoimx-
Uk r~y rc xdo~k nkxrp~ohrihkx omb ibkox oh~cxxjo~lkrx! xc rdor jo~lkrxhom akwk~oek cmk omcrdk~’xktpk~ikmhk! lmcuakbek
omb h~koriwiry- Xcjkrijkxijpc~rime ibkox hom uc~l<crdk~ rijkx ir ucm’r< omb rdkachoa jo~lkrx mkkb rc nk rdkcmkx rc bkrk~jimk rdor-
Eacnoa
imrke~oricm jkomxo eacnoaay hcdk~kmrxr~orkey ombhcmxixrkmray diedq{oairy ktkh{ricm-Ir jkomx xdo~imenkxr p~ohrihkx
omb imc~joricmuird n{ximkxxkx#~keicmx-
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 6/11
?
>
8
2
;
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # 7
Gc~ rdkxk ~koxcmx! rdk akobk~x uk imrk~wikukb {xk eacnoa oekmhikx rc ohdikwk xr~orkeih
hcdk~kmhk omb obdk~kmhk rc eacnoa xrombo~bx- Udkm uk oxlkb ktkh{riwkx!
rdk woa{k c eacnoa oekmhikx uox wk~y hako~ rc rdkj6
Eacnoa oekmhikx o~k xoib rc n~ime nie*pihr{~k rdimlime omb died*akwka xr~orkey-
Rdki~ uibk n~kobrd c haikmr ktpk~ikmhk omb rdki~ h~koj*c*rdk*h~cp roakmr
kmonakx rdkj rc n~ime ncrd n~cob omb xpkhioaivkb pk~xpkhriwkx! mku ibkox
omb xr~orkeih xcpdixrihoricm-
Eacnoa oekmhikx p~cwibk ohhkxx rc eacnoa img{kmhk~x- Udiak achoa oekmhikx o~k
jc~k ailkay rc cum ~kaoricmxdipx uird achoa jkbio omb pcaihy*jolk~x! eacnoa
oekmhikx hom rop rdk Bowcx h~cub omb hcjpakjkmr rdor uird achoa a{jimo~ikx-
Eacnoa oekmhikx dowk xro im jomy ekce~opdikx- Rdk nkmkr ix xkkm mcr cmay
im rdk oniairy rc p~cwibk boy*rc*boy o~jx omb akex rd~c{edc{r rdk uc~ab n{r
oaxc im rdk hoponiairy rc imxromray bkpacy obbiricmoa pkcpak uird bixrimhriwk
xliaax omb lmcu*dcu- Ox akobk~x xkk ir! rdk n~kobrd omb bkprd c xro or o
eacnoa oekmhy kq{ipx rdk hcjpomy rc jcwk ~opibay rc aa im eopx omb ~kxpcmb
rc hdomeime hi~h{jxromhkx-
Eacnoa oekmhikx hom $xcjkrijkx) dkap b~iwk kwkm diedk~ xrombo~bx omb
hcmxixrkmhy o~c{mb rdk uc~ab! oh~cxx hcjpomy n{ximkxx {mirx omb oekmhy
rkojx- Ijpc~romray! rdix bkpacyjkmr ix xoib rc nk ~ccrkb jc~k im oekmhikx’
oniairy rc p~cwibk cwk~xiedr! ox ukaa ox o r~omxk~ c lmcuakbek omb xliaax! rdom
nkho{xk rdki~ cum xro ix bcime kwk~yrdime-
Eacnoa oekmhikx j{xr ck~ ncrd n~kobrd omb bkprd c xpkhioaixr roakmr-
Fohlx*c*oaa*r~obkx uiaa mcr x{hk- Imxrkob! rc jkkr haikmrx’ ktpkhroricmx omb
mkkbx rcboy! oekmhikx j{xr nk onak rc p~cwibk ktpk~rx im xpkhih imb{xr~ikx!
im rdk jcxr {p*rc*bork omb p~cwkm hcjj{mihoricmx rccax! im ~kohdime
bik~kmr limbx c xrolkdcabk~x! omb im ktpk~rx udc hom gouakxxay oppay omb
ktkh{rk cm*rdk*e~c{mb lmcuakbek im achoa jo~lkrx ox mkhkxxo~y-
Rdk mku eacnoa uc~ab c hcjj{mihoricmx x{eekxrx o bkjomb c~ r~{ay
eacnoa oekmhikx ‒ oekmhikx uird o uibk mkruc~l c nkxr*im*haoxx x{nfkhr
jorrk~ ktpk~rx! o j{ari*jo~lkr ccrp~imr! rdk h{ar{~k omb im~oxr~{hr{~k
rc xkojakxxay hcmmkhr rdk pikhkx! omb achoa ktpk~rixk ~ccrkb bkkpay im
jo~lkrx uc~abuibk-
Im c~bk~ rcnk h~kbinak! rdkc~eomivoricm dox rcnk o{rdkmrih! ombhcmxixrkmr jkxxoekxdkap rdk hcjpomyaccl o{rdkmrih omb
rdk~kc~k h~kbinak-
Ir’x ijpc~romr rcohdikwk hcmxixrkmhy imeacnoa jkxxoeime! rcjolk x{~k yc{~ n~omb
ix ukaa*bkgmkb ombukaa*bik~kmriorkb-
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 7/11
Akxxcm 2 ‑Bieiroa‚ ix o oaxk horkec~y-
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # 5
Rdk poxr xkwk~oa yko~x dowk xkkm om
ktpacxicm im rdk m{jnk~ c P^ ~jx
udc bkxh~ink rdkjxkawkx ox ‑bieiroa‚ c~
‑xchioa jkbio‚ oekmhikx- N{r imh~koximeay!
kjpacyime o xkpo~ork bieiroa oekmhy
ix ailk o ~kxro{~omr dowime o xkpo~ork
bkpo~rjkmr c~ xri~~ime- Ir’x mcr ~koaay
xcjkrdime yc{ hom bc xkpo~orkay ~cj
kwk~yrdime kaxk yc{ bc- Rdix uox rdk hako~
jkxxoek uk dko~b ~cj c{~ hc~pc~ork
hcjj{mihoricmx akobk~x-
G{~rdk~jc~k! rdkxk akobk~x xoib
rdor omy P^ oekmhy rdor bib mcr dowk
bieiroa rdc~c{eday imrke~orkb imrc
kwk~yrdime rdky bc p~cnonay aohlx rdk
limb c xr~orkeih xowwy rdor haikmrx
mkkb rc kkhriwkay mowieork rcboy’x
hcjj{mihoricmx aombxhopk- Imbkkb! rdky
rcab {x! im rdk >?xr hkmr{~y! yc{ hommcr
kmeoek uird jkbio i yc{ o~k mcr airk~ork im
rdk hcmrkmr! h{ar{~kx! rccax! rkhdmcaceikx
omb omoayrihx c bieiroa hcjj{mihoricmx-
Rdk~k ix mc acmek~ o xkpo~oricmnkrukkm P^ omb bieiroa! udihd
jkomx P^ oekmhikx mkkb rc ~kbkgmkrdkjxkawkx ox xcjkrdime n~cobk~ rdomr~obiricmoa P^-
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 8/11
Akxxcm ;Rdk P^ bixhipaimk ix ktpombime im xhcpk ombjcwime {p rdk xr~orkeih aobbk~-
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # 4
Udkm uk oxlkb rdkxk hc~pc~ork
hcjj{mihoricmx akobk~x udkrdk~ rdki~
P^ rkojx o~k xro~rime rc bc rdimex
r~obiricmoaay bcmk ny crdk~ bixhipaimkx!
rdk omxuk~ uox o ~kxc{mbime ‑ykx-‚
Xkwk~oa rcab {x rdor rdky imh~koximeay
nkaikwk im rdk ijpc~romhk c imrke~orimedixrc~ihoaay xkpo~ork bixhipaimkx {mbk~ cmk
{jn~kaao ‒ k~oxime rdk biwibkx nkrukkm
r~obiricmoa omb bieiroa#xchioa jkbio!
imrk~moa omb ktrk~moa jkxxoeime! n~omb
omb hc~pc~ork ~kp{roricm! ecwk~mjkmr
omb imwkxrc~ ~kaoricmx! omb akeoa omb h~ixix
hcjj{mihoricmx-
Rdk ~koxcmx rdky eowk c~ rdix
ktpombime xhcpk c p{naih ~kaoricmx ix
xr~oiedrc~uo~b6 Im o pc~c{x uc~ab! udk~k
mkux omb kwkmrx hom ~ohk oh~cxx rijk omb
xpohk! rdk eacnoa imrke~oricm c p{naih
~kaoricmx imh~koxkx hcjj{mihoricmx
khikmhy! xr~kmerdkmx n~ombx omb
hc{mrk~x bix~{pricm omb bkr~ohrc~x-
Rdk n~cobkmime xr~orkeih ~cak rdor P^ ix
imh~koximeay paoyime ix dkapime rc nkrrk~
pcxiricm n~ombx ojcme xrolkdcabk~x omb
jolime rdkj jc~k hcjpkririwk c~ rdk
acme*rk~j-
Nkho{xk P^ p~ohriricmk~x o~k imh~koximeay
~kxpcmxinak mcr f{xr c~ bixxkjimorime
imc~joricm rd~c{ed rdk jkbio n{r oaxc c~
bkkpkmime ~kaoricmxdipx uird xrolkdcabk~x
ny kmeoeime rdkj! rdk p~ckxxicm ix
imh~koximeay nkime ~khcemivkb ox rdk
{ah~{j! aymhdpim omb otix o~c{mb udihd
rdk nkxr n~omb omb ~kp{roricm p~ce~ojx
o~k n{iar-
Im hcmha{xicm! c{~ ktpk~rx x{eekxrkb
rdor rdk bkmiricm c ‑p{naih ~kaoricmx‚ ix
oaxc ktpombime- Hcmwkmricmoaay! rc xcjk
‑p{naih ~kaoricmx‚ dox hcmmcrkb jkbio
~kaoricmx- Rcboy! dcukwk~! uc~ab*haoxx
hcjj{mihorc~x ohlmcuakbek rdor p{naih
~kaoricmx ck~ o {aay imrke~orkb opp~cohd
rdor dox jcwkb {p rdk aobbk~ omb dox
ko~mkb o akeirijork ‑xkor or rdk ronak-‚
Rcboy’x hc~pc~ork hcjj{mihoricmxchk~x omb P^ p~ckxxicmoax o~k mc
acmek~ xijpay ~kxpcmxinak c~ jkbio
jkmricmx omb paohkjkmrx- Imxrkob! rdky
dowk o diedk~ xr~orkeih p{~pcxk omb
~cak im rdki~ eacnoa c~eomivoricmx ‒ rdky
o~k n{iabk~x omb p~crkhrc~x c n~ombx
omb ~kp{roricm! mc jorrk~ udk~k rdki~
hcjpomy’x eccb mojkx o~k {mbk~ orrohl-
Rdky o~k oaxc imh~koximeay ~kxpcmxinak
c~ {mbk~xrombime dcu rc kmeoeklky o{bikmhkx rd~c{ed rdki~ n~ombx’
ccrp~imrx! mc jorrk~ udk~k im rdix uc~ab
c~ udkm-
Rdk ~cak c P^{xkb rc nk joimayjkbio ~kaoricmx-
Mcu ir hom paoy owk~y nie pihr{~kxr~orkeih ~cak!po~rih{ao~ay imbkgmime omb b~iwimrdk n~omb-
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 9/11
Uk xpclk or akmerd rc ?0 xkmic~ ktkh{riwkx uird eacnoa hc~pc~oricmx! oaa c udcj
dowk ~kxpcmxiniairy c~ hc~pc~ork hcjj{mihoricmx oh~cxx j{aripak hc{mr~ikx! dowk
~kp{roricmx im rdk kab ox nkime ojcme rdk nkxr! omb uc~l c~ hcjpomikx uird
~kp{roricmx c~ kkhriwk hcjj{mihoricmx- Rdki~ hcjpomikx xpommkb o ~omek c
imb{xr~ikx! ekce~opdikx $c{~ c rdk ?0 o~k dkobq{o~rk~kb c{rxibk rdk [-X-)! xivkx
$~cj omm{oa ~kwkm{kx c "8 niaaicm rc oncwk "?00 niaaicm)! omb xrolkdcabk~x $xcjk o~k
ukaa*lmcum hcmx{jk~ n~ombx< xcjk dowk n~ombx lmcum p~ijo~iay rc n{ximkxxkx c~
ecwk~mjkmrx)- Rdcxk po~rihiporime imha{bkb6
Udor uk bib
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # 9
Hdik hcjj{mihoricmx cghk~ c~ o hcmx{jk~ rkhdmcacey hcjpomy
Hdik jo~lkrime cghk~ c~ o hcjpomy rdor p~cb{hkx b{~onak omb dc{xkdcab eccbx
Dkob c Oxio hcjj{mihoricmx c~ om imb{xr~ioa hcjpcmkmrx hcjpomy
Dkob c hc~pc~ork hcjj{mihoricmx c~ o dkoard p~cb{hr hcjpomy
Dkob c hc~pc~ork hcjj{mihoricmx c~ om o{rcjcriwk hcjpomy
Dkob c hc~pc~ork hcjj{mihoricmx c~ om kmk~ey hcjpomy
Dkob c hc~pc~ork hcjj{mihoricmx c~ Oxio! O~iho! omb rdk Jibbak Koxr c~ ogmomhioa xk~wihkx hcjpomy
Dkob c eacnoa p{naih ooi~x c~ o ccb xk~wihk hcjpomy
Dkob c imrk~moa omb ktrk~moa hc~pc~ork hcjj{mihoricmx c~ o rkhdmcacey hcjpomy
Wihk p~kxibkmr c hc~pc~ork ooi~x c~ o nkwk~oek hcjpomy
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 10/11
Rdk Mku Eacnoa Uc~ab c P{naih ̂ kaoricmx # ?0
Rij G~y
Eacnoa Haikmr Xk~wihkx! KWP!
Uknk~ Xdombuihl
Rij akobx Uknk~ Xdombuihl’x Haikmr
^kaoricmxdip Akobk~ $H^A) p~ce~oj! udihd
xkrx rdk ecab xrombo~b c~ haikmr xk~wihk
kthkaakmhk uirdim Uknk~ Xdombuihl omb
rdk imb{xr~y- Rij ix oaxc rdk Ekmk~oa
Jomoek~ c~ rdk Xkorrak chk c Uknk~
Xdombuihl- Dk dox o nohle~c{mb im
xrc~yrkaaime xr~orkey omb hcohdime!
p{naih cpimicm ~kxko~hd! n~omb hojpoiemx
omb p~cb{hr ao{mhdkx c~ xcjk c rdk
uc~ab’x jcxr ~kxpkhrkb n~ombx! imha{bime
Jih~cxcr! Jcrc~cao omb Xojx{me-
Nkc~k fcimime Uknk~ Xdombuihl! Rij
uc~lkb uird ^cuom ' Nakuirr! Imh- ox o
~kxko~hd oxxchiork! udk~k dk bkwkacpkb
omb rkxrkb hc~pc~ork jkxxoekx {xime
kakhr~cmih jkxxoek rkxrime rkhdmcacey-
Rij dox nkkm ~khcemivkb uird xkwk~oa
imb{xr~y ouo~bx! imha{bime Ob Oek’x ‑20
{mbk~ 20‚ omb P^ Mkux’ ‑?; rc Uorhd-‚
Dk xirx cm rdk obwixc~y nco~b c~ rdk
[miwk~xiry c Uoxdimercm’x Joxrk~’x im
Hcjj{mihoricmx Bieiroa Jkbio p~ce~oj-
Rij e~ob{orkb ~cj Ekc~ekrcum
[miwk~xiry im Uoxdimercm! B-H- uird o
nohdkac~’x c xhikmhk bke~kk im c~kiem
xk~wihk- Dk oaxc xpkmr o yko~ or Xcpdio
[miwk~xiry im Rclyc! udk~k dk xr{bikb
hcjpo~oriwk h{ar{~k omb Fopomkxk
n{ximkxx omb pcairihx-
Fkmmigk~ Xcxim
Xkmic~ Hc{mxka! L^H ^kxko~hd omb
Uknk~ Xdombuihl
Fkmmik~ ix rdk xr~orkeih hc{mxka omb
c~jk~ P~kxibkmr c L^H ^kxko~hd! Uknk~
Xdombuihl’x xr~orkeih ~kxko~hd o~j! udihd
xpkhioaivkx im eacnoa ~kxko~hd rc x{ppc~r
hcjj{mihoricmx- Ox L^H’x akobk~ c~
jc~k rdom o bkhobk! Fkmmik~ bkwkacpkb
pcxiricmime omb jkxxoeime c~ jomy c rdk
uc~ab’x ao~ekxr hc~pc~oricmx omb imb{xr~ikx!
bkxiemkb xr~orkeikx c~ died*p~cak p{naih
ooi~x hcmr~cwk~xikx! p~cwibkb jo~lkrime
imxiedrx rc MECx xkklime rc ktpomb rdki~
~kxko~hd omb ijpohr! omb p~cwibkb ~kxko~hd
x{ppc~r rc dkap ecwk~mjkmr oekmhikx
ohdikwk rdki~ jixxicmx-
Xdk dox bke~kkx ~cj Ho~akrcm Hcaakek omb
~cj Yoak [miwk~xiry! omb ix o acme*rijk
jkjnk~ c rdk Ojk~ihom Oxxchioricm c~
P{naih Cpimicm ^kxko~hd omb rdk Hc{mhia c
Ojk~ihom X{~wky ^kxko~hd C~eomivoricmx-
Xdk ~khkmray jcwkb nohl rc rdk [-X- ork~
rd~kk yko~x im Acmbcm-
Xrom Xrkim
Eacnoa Ohhc{mr Bi~khrc~! KWP!
Uknk~ Xdombuihl
Xrom ix ~kxpcmxinak c~ rdk Ekmk~oa Jcrc~x
ohhc{mr eacnoaay! omb oaxc ~{mx rdk Uknk~
Xdombuihl O{rcjcriwk p~ohrihk- Dk uox
imxr~{jkmroa im ~k*kxronaixdime Uknk~
Xdombuihl’x p~kxkmhk im Bkr~cir im >008!
omb hcmrim{kx rc dkap jomoek rdk
chk rdk~k-
P~ic~ rc fcimime Uknk~ Xdombuihl! Xrom
~om dix cum hcjpomy! P{naihiry E~c{p
AAH! omb nkc~k rdor xpkmr ?9 yko~x
uird Jommime! Xkawoek ' Akk! p~ijo~iay
bkwkacpime omb jomoeime rdk Ekmk~oaJcrc~x ohhc{mr rdk~k-
Xrom dcabx o nohdkac~’x c o~rx bke~kk
im fc{~moaixj omb o joxrk~’x c o~rx
bke~kk im obwk~rixime omb p{naih ~kaoricmx
~cj Jihdieom Xrork [miwk~xiry- Im
>0?0 dk uox ~khcemivkb ny dix oajo
jork~ ox o Hcjj{mihoricmx O~rx '
Xhikmhkx C{rxrombime Oa{jmi- Dk ix oaxc
om ohh~kbirkb jkjnk~ c rdk P{naih
^kaoricmx Xchikry c Ojk~iho-
Onc{r rdk o{rdc~x
7/30/2019 The New World of Global Public Relations
http://slidepdf.com/reader/full/the-new-world-of-global-public-relations 11/11
Omby Pcaomxly
Hdik Ktkh{riwk Chk~
>?>*22;*4?0>
opcaomxly@uknk~xdombuihl-hcj
Eoia Dkijomm
Wihk Hdoi~
>?>*22;*4??5
edkijomm@uknk~xdombuihl-hcj
Rij G~y
Eacnoa Haikmr Xk~wihkx! Ktkh{riwk Wihk P~kxibkmr
>07*;57*;;;;
r~y@uknk~xdombuihl-hcj
Fkmmik~ Xcxim
Xkmic~ Hc{mxka! L^H ^kxko~hd omb Uknk~ Xdombuihl
>0>*;4;*>9>0
fxcxim@l~h~kxko~hd-hcj
Xrom XrkimEacnoa Ohhc{mr Bi~khrc~! Ktkh{riwk Wihk P~kxibkmr
>24*>08*4?>0
xxrkim@uknk~xdombuihl-hcj
Notrk~ Fcaay
Wihk Hdoi~jom OPOH ' Jomoeime Bi~khrc~ Xc{rdkoxr Oxio
,7; 74>;*400?
nfcaay@uknk~xdombuihl-hcj
Ekc~ek Hcakjom
Bi~khrc~#Dkob c P~ohrihk Imrke~oricm,22 >0 5075 0802
ehcakjom@uknk~xdombuihl-hcj
uknk~xdombuihl-hcj