London is arguably the world’s most diverse and dynamic city. Nestled in southeast England, Europe’s most populous city is home to over 14 million people who come from a wide variety of ethnic backgrounds, speaking over 300 different languages. The International Public Relations Seminar allows students to experience London’s multicultural society and thriving public relations industry. Course work is not limited to the classroom but incorporates guest speakers and visits to some of the world’s leading public relations agencies and corporations.
Course Description:
COMM 4050/5000International Public RelationsThis course aims to acquaint the student – whether an undergraduate pre-professional, a graduate student with practical public relations experience, or someone from outside the profession – with the complexities of public relations practice in an international setting. We begin by laying the theoretical foundation for comparative analysis of public relations practice around the world, then examine specific national and regional examples. Edward T. Hall said, “Culture is communication and communication is culture.” Public relations, in turn, is based upon communication between an organization and its relevant constituencies. Relations with those constituencies are complicated by social, cultural, economic and other contexts that affect the ability to encode and decode messages. Understanding those contexts in both abstract and concrete fashions will permit more effective two-way symmetric communication that, in turn, benefits all concerned. Principles deduced from this study will aim in improving international and cross-cultural public relations practice and contribute to success in any profession.
Course Readings:
Although there is no cumulative final exam, reading the required text is vital. The readings help enhance one's capabilities in class participation with the ability to discuss and analyze material, as well as provide key cultural information useful for other in-class assignments. The two required textbooks are Toward the Common Good: Perspectives in International Public Relations by Donn James Tilson and Emmanuel C. Alozie and Public Relations Cases-International Perspectives edited by Danny Moss and Barbara DeSanto.
In addition to readings from the textbooks, various articles are also assigned.
Field Trips:
In order to fully expose students to public relations in an international setting, this course involves several field trips to corporate headquarters, public relations firms, and national media centres. Students attending the 2007 session have been fortunate enough to visit the BBC, HSBC World Headquarters, the U.S. Embassy, and Kaizo Public Relations. Through these visits, practitioners have shared with us their tasks and responsibilities, as well as the challenges that coincide with international public relations.
