Global public relations and public diplomacy (JMC 4690.2)

GLOBAL PUBLIC RELATIONS AND PUBLIC DIPLOMACY

(JMC 4690.2)

Instructor: Baiba Pētersone, PhD

E-mail: baiba. *****@***lv

COURSE CONTEXT

This course will examine two converging fields: public relations and public diplomacy. The first part of the course will explore the function of public relations in international contexts. The second part of the course will focus on public diplomacy and the role that the function of public relations plays in the bridge-building between nations. The course will conclude with an analysis of various actors that determine the dynamics of the global public relations and public diplomacy arenas.

COURSE OBJECTIVES

(1) To explore different approaches to public relations and diverse contexts in which public relations is practiced;

(2) To examine the field of public diplomacy and ways that the function of public relations can help nations reach their public diplomacy goals;

(3) To understand the dynamics of the global public relations and public diplomacy arenas through actors who inhabit these arenas;

(4) To facilitate analytical and critical thinking about issues pertaining to global public relations and public diplomacy;

(5) To link the conceptual knowledge about global public relations and public diplomacy with real-life public relations and public diplomacy situations and examples.

REQUIRED TEXTS

Selected chapters will be assigned from the following textbooks:

(1) Sriramesh, K., & Verčič, D. (2009). The global public relations handbook: Theory, research, and practice (expanded and revised ed.). New York: Routledge.

(2) Nye, J. S. (2005). Soft power: The means to success in world politics. New York: Public Affairs.

Additional texts may be provided in the PDF format.

COURSE ASSIGNMENTS

Assignment type Points possible

Class participation 15 points

Blog entries 15 points

Country reports (group project) 35 points

Quizzes 35 points

Total 100 points

COURSE CALENDAR*

11/07 Overview of the syllabus, course content and basic concepts.

Part #1: Understanding public relations in international contexts

12/07 From universal principles to culture specific public relations

13/07 The status of public relations in Asia and Africa

14/07 The status of public relations in Australia and Europe

15/07 The status of public relations in the Americas

Quiz #1

Part #2: Exploring public diplomacy and the role of public relations in the bridge-building between nations

18/07 Diplomacy, public diplomacy and power

19/07 Nation branding and country images

20/07 Cultural diplomacy and relations

21/07 International broadcasting and net diplomacy

Quiz #2

Part #3: Main actors in the global public relations and public diplomacy arenas

22/07 Government institutions and international organizations

25/07 Transnational corporations and public relations agencies

26/07 Nongovernmental organizations and activist groups

Quiz #3

Part #4: Reports and class discussions

27/07 Country reports: Group 1 & 2

28/07 Country reports: Group 3 & 4

29/07 Country reports: Group #5. Conclusions and final notes.

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* This calendar reflects the general plan for the course. There may be deviations, announced by the instructor, during the course.