Introduction
International Public Relations (IPR) has become an indispensable function in today’s interconnected world. Organizations, governments, and international institutions are increasingly required to manage communication beyond national borders, where cultural diversity, ethical challenges, and varying regulatory environments must be carefully considered. This course provides participants with a comprehensive understanding of the foundations, policies, and practices of international public relations. It emphasizes the importance of cross-cultural communication, ethical frameworks, global media dynamics, and the role of PR in supporting corporate reputation, public diplomacy, and crisis management on a global scale.
General Objectives
By the end of this program, participants will be able to:
- Understand the foundations, scope, and significance of international public relations.
- Analyze global communication environments and media landscapes.
- Apply ethical standards, policies, and international regulations in PR practices.
- Design and evaluate cross-border PR strategies and campaigns.
- Manage crisis communication in multicultural and international contexts.
- Enhance skills in intercultural communication and stakeholder engagement.
- Recognize future trends and digital transformations influencing international PR.
Course Outline :
Day 1: Foundations of International Public Relations
- Introduction to International PR: scope, evolution, and significance.
- Key theories, models, and conceptual frameworks.
- Role of PR in diplomacy, business, and NGOs.
- Case discussion: evolution of PR from local to global.
Learning Outcome: Participants gain a solid grounding in the principles and global relevance of PR
Day 2: Global Media and Communication Environments
- Overview of international media systems and landscapes.
- Impact of globalization, digitalization, and social media.
- Challenges of communication across diverse media contexts.
- Group activity: mapping media differences across regions.
Learning Outcome: Participants understand how global media environments influence PR strategies.
Day 3: Policies, Ethics, and Intercultural Communication
- International codes of ethics (IPRA, PRSA, ICCO).
- Global laws and regulations affecting PR.
- Cultural dimensions (Hofstede’s model, Hall’s context theories).
- Practical workshop: designing culturally sensitive communication.
Learning Outcome: Participants develop awareness of ethics, compliance, and cultural adaptation in international PR.
Day 4: Strategies, Campaigns, and Crisis Communication
- Designing cross-border PR strategies and campaigns.
- Managing multinational stakeholders.
- Crisis communication in global contexts: principles and case studies.
- Simulation exercise: handling an international crisis scenario.
Learning Outcome: Participants acquire practical skills in global campaign design and crisis management.
Day 5: Public Diplomacy, CSR, and Future Trends
- Nation branding, soft power, and governmental PR.
- Corporate communication and CSR in multinational contexts.
- Emerging trends: AI, digital transformation, and sustainability in PR.
- Final group project: presenting a strategic international PR campaign.
Learning Outcome: Participants are prepared to engage in advanced international PR practices with awareness of future challenges.