John Doorley is my academic director at NYU’s Master in Public Relations and Corporate Communication where I teach Global Relations and Intercultural Communication, and Helio Fred Garcia is one of that program’s most respected and cherished instructors teaching two courses: ethics and strategy.
These two elightened scholars, but also and mostly, highly experienced professionals, edited and co-authored in 2006 with Routledge a Reputation Management book which has done very well, and is now being entirely revised with new co-authors and added chapters due to be published in a second edition in January 2010.
They have kindly asked me to write a chapter on Global Public Relations.
Personally, I have never been a fan of the reputation school, as much as I recognise that this school has recently made great strides to adjust to the undeniable fact that public relations is about relationships (they call it, faithful to their vision of course, reputing), while I in turn have come to recognize that the ultimate aim of relationships is the organization’s license to operate, which they of course prefer to call reputation.
I accepted at first out of kindness and gratitude to John for having dared to adapt the stiff NYU rules to allow me to teach a few years ago, and since then for always having supported and stood by my many whims and borderline academic behaviours.
But as I began writing, the idea that such an effort was well worth doing as best as I could grew on me, and I have thus gone well beyond my usual standard of filling up space with random thoughts….
I agreed with John that it would be wise (and a good idea) to post the draft of this chapter (leaving aside other minor parts) dividing it into four different parts here on www.prconversations.com in the hope that you might be stimulated to argue, to correct errors, to finetune some of themes, to add relevant points, to disagree.
I could not imagine a more qualified ‘space’ where to attract relevant and intelligent opinion.
In fact this here is a call for assistance in an effort to rationalise and conceptualise many of the thoughts which this blog often voices.
I of course pledge not only to seriously consider all the incoming comments and criticisms, but also to acknowledge them in the final and printed version.
I fully appreciate that for some, this might be interpreted as a ‘smart’ move on my part, but I do really hope that you will understand (if you make the effort to read the various parts which are here attached) the underlying objective of this exercise which I ask you to undertake:
to produce a text which truly encompasses an udpdated and acceptable version of what Global Public Relations practice is all about.
The four parts are:
introduction a general introduction arguing that today effective public relations demands a global perspective, otherwise it is is not effective…wherever it is practiced;
the global professional community a first part arguing the reasons why a new global professional framework is needed and defininng the global professional community;
generic principles and specific applications a second part illustrating the generic principles and specific applications paradigm;
stakeholder relationship governance a third and final part describing the stakeholder relationship governance process.
I ask of you to please make an effort and post your criticisms, comments and suggestions.