The Global Public Relations Handbook Inthisthirdedition,TheGlobalPublicRelationsHandbook:Theory,Research,andPrac- tice offers state-of-the-art discussions of the global public relations industry, blending research-based theory with practice, and presented in essays from both academics and practitioners. This edition’s 28 essays in three sections take into account changes in the global communication landscape especially in the last ten years. The first section contains essays that provide conceptual linkages between public relations and international political systems, economic systems and levels of development, societal culture, differ- ent media systems including digital media, and activism. Essays in the second section discuss the communication of various global actors such as corporations (including family-owned enterprises), non-profits, governments (and public sector enterprises), global public relations agencies, IGOs such as the European Union and NATO and “informal” organizations such as hactivist groups, terrorists, and failed states. The third section discusses key global communication issues such as climate change, char- acter assassination as a communication tool, internal communication, risk and crisis communication, public affairs, and public diplomacy. This will be an essential resource for students and researchers of public relations, strategic communication, and international communication. Krishnamurthy Sriramesh, PhD, is Professor of Public Relations and Director of the Professional Masters in Corporate Communication program at the College of Media, Communication, and Information, University of Colorado, Boulder. His award win- ning teaching and research experience spans five continents covering topics such as culture and public relations, globalization and public relations, Corporate Social Responsibility, and Public Relations for Development. Dejan Verčič, PhD,isProfessor,HeadofDepartmentofCommunicationandHeadofthe CentreforMarketingandPublicRelationsattheUniversityofLjubljana,andPartnerand Knowledge Director in the strategic communication company Stratkom d.o.o., Slovenia. Hisresearchfocusesondigitalization,globalization,andstrategiccommunication. The Global Public Relations Handbook Theory, Research, and Practice Third Edition Edited by Krishnamurthy Sriramesh and Dejan Vercˇicˇ Thirdeditionpublished2020 byRoutledge 52VanderbiltAvenue,NewYork,NY10017 andbyRoutledge 2ParkSquare,MiltonPark,Abingdon,Oxon,OX144RN RoutledgeisanimprintoftheTaylor&FrancisGroup,aninformabusiness ©2020Taylor&Francis TherightoftheKrishnamurthySrirameshandDejanVerčičtobeidentifiedas theauthorsoftheeditorialmaterial,andoftheauthorsfortheirindividual chapters,hasbeenassertedinaccordancewithSections77and78ofthe Copyright,DesignsandPatentsAct1988. Allrightsreserved.Nopartofthisbookmaybereprintedorreproducedor utilisedinanyformorbyanyelectronic,mechanical,orothermeans,now knownorhereafterinvented,includingphotocopyingandrecording,orinany informationstorageorretrievalsystem,withoutpermissioninwritingfromthe publishers. Trademarknotice:Productorcorporatenamesmaybetrademarksorregistered trademarks,andareusedonlyforidentificationandexplanationwithoutintent toinfringe. FirsteditionpublishedbyRoutledge2003 SixtheditionpublishedbyRoutledge2009 LibraryofCongressCataloging-in-PublicationData Acatalogrecordhasbeenrequestedforthisbook ISBN:978-1-138-04314-5(hbk) ISBN:978-0-367-37013-8(pbk) ISBN:978-1-315-17329-0(ebk) TypesetinTimesNewRoman bySwales&Willis,Exeter,Devon,UK Krishnamurthy Sriramesh dedicates this volume to his parents and to the students and colleagues from whom he has learnt so much over the years Contents Foreword xi RichardEdelman,CEOEdelman Preface xiii MargeryKraus,FounderandExecutiveChairman, APCOWorldwide Acknowledgments xv Introduction xvi KrishnamurthySriramesh Contributor Biographies xxi I ConceptualFoundationsofGlobalPublic Relations 1 1 Comparative Political Systems and Public Relations: An Overview 3 LauraD.YoungandJamesA.McCann 2 The Intersection of Political and Economic Systems in Global Public Relations Practice 14 SandraDuhé,JoleneFisher,andKrishnamurthySriramesh 3 Culture: The “Silent” Language is also the “Neglected” Language 28 KrishnamurthySriramesh vii viii CONTENTS 4 The Media, International, Transnational and Global Public Relations 39 DejanVerčič andKrishnamurthySriramesh 5 The Nexus between Activism and Public Relations 51 GangaS.DhaneshandKrishnamurthySriramesh II CurrentKeyGlobalPlayers 63 6 Leading an Ethical Industry: Local and Global Professional Public Relations Associations 65 MargalitToledanoandDavidMcKie 7 The Development and Challenges of Global Public Relations Agencies 73 DonaldK.Wright 8 State Capture and the Demise of Bell Pottinger: Misusing Public Relations to Shape Future Kakistocracies? 84 RonelRensburg 9 Exploring the Complexity of Global Strategic Communication Practice in Government: The Case of the Canadian Federal Government 99 FraserLikely 10 Global Public Sector and Political Communication 111 VilmaLuoma-aho,María-JoséCanel,andKarenSanders 11 The European Union and Its Public Relations: Context, Actions, and Challenges of a Supranational Polity 120 ChiaraValentini 12 NATO and Its Communication in the 21st Century 131 BarboraMaronkova 13 A New Public Relations for Corporations in the World of Hyper-Globalization 139 TakashiInoue 14 Powerful Families, Powerful Influences: Family-owned Enter- prises and Public Relations in Asia 149 GangaS.DhaneshandFloraHung-Baesecke 15 The Global Public Relations Strategies of the “Hacktivist” Group Anonymous 162 KaraAlaimo CONTENTS ix 16 Terrorism and Global Public Relations 170 JesperFalkheimer 17 The Global Public Relations of Failed States 178 GregSimons III CurrentIssuesRelevanttoGlobalPublic Relations 193 18 Internal Communication with a Global Perspective 195 AnaTkalacVerčič 19 Global Interdependence and Risks: Management and Communication 205 RobertL.Heath 20 Global Crisis Communication 217 W.TimothyCoombsandAn-SofieClaeys 21 The Management and Practice of Public Affairs in a Global Context 226 CraigS.Fleisher 22 Linking Public Relations and Public Diplomacy: Creating a New Cadre of Public and Corporate Diplomats 235 RogerHayes 23 Public Relations and the Concept of ‘Nations within Nations’: The Case of Bullfighting in Multicultural Spain 246 JordiXifraandKrishnamurthySriramesh 24 Climate Change Imperatives for Global Public Relations: Who Pays and Who Cares? 258 JudyMotion 25 Character Assassination and Reputation Management in the Context of Mediated Complexity 268 SergeiA.Samoilenko 26 Crowdfunding: From Global Financial Crisis to Global Financial Communication 283 MaiAnhDoanandDavidMcKie 27 Public Relations, Political Communication and Agenda Setting: The Rise of the Micro-Propaganda Machine 293 ThomasStoeckleandJonathanAlbright