International and Intercultural Public Relations: A Campaign Case Approach [Hardcover]

Michael Parkinson (Author), Daradirek "Gee" Ekachai (Author)

Book Description

Publication Date: July 2, 2005 | ISBN-10: 0205375200 | ISBN-13: 978-0205375202

International and Intercultural Public Relations provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars.  This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations.

Editorial Reviews

From the Back Cover

International and Intercultural Public Relations provides a format for analyzing public relations campaigns and then applies it in 19 case studies written by public relations scholars. This text uses both the case method and an analysis of public relations campaigns to help students learn to apply concepts of planning, research, and international or intercultural communication to the field of public relations. It is appropriate for general public relations campaigns courses as well as those specifically focused on intercultural or international public relations.

Features

• Features 19 real-life international or intercultural cases, complete with critiques, providing a diverse selection of successful and unsuccessful campaigns for students to learn from and analyze.
• Begins with detailed descriptions of case development techniques, supplying students with a framework for analysis of the cases in the text.
• Describes and demonstrates the ROSTE model, a system that can be used to critique or develop any public relations campaign, so students can apply their knowledge outside the text or classroom.
• Includes both mass communication and speech communication theories, making them applicable to courses in journalism, public relations, or communication programs.
• Incorporates instructions for case development and critique as well as class discussion and analysis, helping instructors to encourage critical thinking in the classroom.
• Provides suggested readings and bibliographies to facilitate student research projects and reports.

Praise for International and Intercultural Public Relations

“This is an exciting text that I would include in my library and use. It is cutting edge and hits all of the targeted marks that I look for in a text.”
Eric Brown, Canyon College

“This manuscript utilizes a unique concept, ROSTE, to produce national and international campaigns. It has up-to-date national and international cases illustrating the intricacies of successful and unsuccessful campaigns. . . .”
Deborah Menger, University of Texas at San Antonio

Product Details

• Hardcover: 408 pages
• Publisher: Allyn & Bacon (July 2, 2005)
• Language: English
• ISBN-10: 0205375200
• ISBN-13: 978-0205375202
• Product Dimensions: 9.3 x 7.2 x 1 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 2.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,148,916 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

1.0 out of 5 stars A terrible disappointment, May 31, 2008

By 

Linda M. Perry - See all my reviews
(REAL NAME)   

This review is from: International and Intercultural Public Relations: A Campaign Case Approach (Hardcover)

Seeking a textbook on public relations campaigns that I could use outside of the United States, I adopted International and Intercultural Public Relations as the text for a senior-level public relations class.

I was taken aback by some of its unsupported assertions, the most egregious being its proclamation that assuring that a campaign's action strategies are in the public interest is "unworkably complicated." The authors' basis for this assertion is "there simply is no such thing as the public and therefore no such thing as the public interest." (p. 35) The cartoon selected for this section of the book shows two business men at a desk, with one saying, "Our best strategy may be to destigmatize embezzlement." This cartoon illustrates the problem with this book, in my opinion. The tenor of this section seems to be a throwback to the "public be damned" era of the 1920s.

Instead of advising students on how to conduct ethical campaigns in the public interest, the authors recommend attending only to advancing the client's objective. The best they can offer students who are concerned about ethics is to advise their clients to pursue goals that "meet the reasonable expectations of target publics." Anyone who has lived with segregation in the U.S. South or apartheid in South Africa is aware that expectations of target publics are not always ethical.

More than half the book is dedicated to case studies. The titles sound as if they are truly international campaigns, but they are for the most part campaigns by U.S. companies to improve their image in foreign countries, including companies that have been internationally scorned for not operating in the public interest. This emphasis was of little help to a class outside the U.S. in a country already bombarded with commercial messages from U.S.-based conglomerates.

I discontinued use of this insidious book in midterm. I will for now have to return to using an older, frankly U.S.-centric textbook, but at least it is well centered on ethical campaigns.

3.0 out of 5 stars Some good, some bad, but it worked for my class, December 2, 2010

By 

DiscoverYellow (Washington, D.C.) - See all my reviews

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This review is from: International and Intercultural Public Relations: A Campaign Case Approach (Hardcover)

Lacking on the "international" factor most cases are USA relating to the rest of the world, with a few notably good exceptions.

In general not so well written, but again with a few notable exceptions of great case studies.

Bottom line: there are not many books on this subject so this one flies until something better shows up.