Western European Models and Dynamics in Public Relations

1. Chap. 13 – Western Europe and “Legacy” Countries Global Public Relations

2. Western European Models • Risk of assuming compatibility with U.S. models • Additional risk of assuming homogeneity among countries within region • Still, U.S. models are influential in PR development in Western Europe, and seeds of the U.S. model can be traced to Western Europe

3. Von Ruler and Verčič’s PR Functions • Reflective: Horizon scanning and issues management • Managerial: Strategic communication; relationship building; reputation management • Operational: technical tasks plus channel development • Educational: Improving communication skills of organizational members

4. Barriers to PR Effectiveness • Not fully appreciated by management • Confused/blended with marketing and advertising • Limited academic infrastructure for public relations study and scholarship

5. Recent Regional Dynamics • Breaking up of region into new or long dormant nations (following end of Cold War) • Formation of new alliances or expansion of existing ones • Increased privatization and emphasis on market economies

6. Regional Characteristics • Above average freedom in terms of lack of government interference • Relatively high personal income and GDP • Open borders; widely used common currency (€uro)

7. Cultural Characteristics • Below average Power Distance • High Individualism, but increased • Collectivism in southern Europe • Masculinity and Femininity vary by country • Generally Low-Context communicators, but slightly higher in southern Europe

8. Four Paradoxes of European PR • Recognition of need for European models, but continued reliance on U.S. model • Desire for professional respect, but client expectations are limited in scope and vision • Avoidance of the term “public relations” • Desire for focused research, but unsure of nature of that research

9. United Kingdom • Polite, structured debate welcome, but changing minds is challenging • Laws, rules and procedures are highly valued and guide behavior • Emotions often concealed or restrained • Respect for rank and authority; manners expected

10. United Kingdom • Avid newspaper readers; plenty of choices; “sensational” tabloids popular • Newspapers associated with political affiliations; likely to reflect that bias • Broadcast media evenhanded; news covered in considerable depth

11. UK Public Relations • Guided by CIPR • Members must abide by Code of Conduct • Linked to Global Alliance for Public Relations • CIPR includes student membership • CIPR recognizes 28 approved degree programs in UK

12. Germany • A generation gap • Older generation prefers tradition, obligation, obedience, order, diligence • Younger generation prefers creativity, spontaneity, self-emancipation • Preference for data and facts over emotional arguments • Best to be direct, to the point

13. PR in Germany • Bentele: “Advertising for trust” (linked to products and brands) • “Sektglashalter” & “Frühstücksdirektor” – demeaning references to early public relations practitioners • Now, it’s “Öffentlichkeitsarbeit” – literally “openliness work”

14. PR in Germany • Few practitioners with formal education in PR, but new academic programs emerging • Citizens pay considerable attention to radio and newspapers • Encouraging trend toward recognition of strategic value of PR to organizations

15. Australia • Individualistic but egalitarian characteristics • Prefer honest, direct approach; eschew hyperbole • Public Relations has acquired increasing professionalism since the 1950s