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FIFTEEN CASE STUDIES IN - Institute for Public Relations

FIFTEEN case STUDIES IN. INTERNATIONAL Public Relations . The Evolution of Public Relations : case STUDIES From Countries in Transition Judy VanSlyke Turk Linda H. Scanlan Editors Endorsed by the Public Relations Division, Association for Education in Journalism and Mass Communications 1999, THE Institute FOR Public Relations . The Institute for Public Relations , University of Florida, PO Box 118400, Gainesville, FL 32611-8400. Phone: 352/392-0280, Fax: 352/846-1122, E-mail: PREFACE. FIFTEEN case STUDIES IN. INTERNATIONAL Public Relations . case STUDIES in international Public Relations are hard to find. We are pleased to present FIFTEEN case STUDIES which we hope you find interesting, informative, and useful. Even when major international disasters occur, it is often difficult to get all the facts needed to prepare a fair and appropriate Public Relations case study. Often the principals involved do not wish to discuss details of the situation for legal and other reasons.

4 Table of Contents Introduction page 7 Public Information Cases Public Communications Campaign for the World Bank Air Pollution Abatement Program in Slovenia

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Transcription of FIFTEEN CASE STUDIES IN - Institute for Public Relations

1 FIFTEEN case STUDIES IN. INTERNATIONAL Public Relations . The Evolution of Public Relations : case STUDIES From Countries in Transition Judy VanSlyke Turk Linda H. Scanlan Editors Endorsed by the Public Relations Division, Association for Education in Journalism and Mass Communications 1999, THE Institute FOR Public Relations . The Institute for Public Relations , University of Florida, PO Box 118400, Gainesville, FL 32611-8400. Phone: 352/392-0280, Fax: 352/846-1122, E-mail: PREFACE. FIFTEEN case STUDIES IN. INTERNATIONAL Public Relations . case STUDIES in international Public Relations are hard to find. We are pleased to present FIFTEEN case STUDIES which we hope you find interesting, informative, and useful. Even when major international disasters occur, it is often difficult to get all the facts needed to prepare a fair and appropriate Public Relations case study. Often the principals involved do not wish to discuss details of the situation for legal and other reasons.

2 During late June and early July l998, outstanding faculty members from leading, accredited Public Relations programs in the United States were invited to conduct "how to". workshops and help design communications programs for students attending university communications programs in Central and Eastern Europe, Russia, and the former Russian Republics. To prepare for these sessions of "teachers teaching teachers," faculty members gathered a series of case STUDIES to show how informed Public discussion helps to crystallize Public opinion and how open, accurate communication is essential for broad based understanding of Public policy and economic reforms. Fortunately for us all workshop instruction was conducted in English, the language of most Public Relations texts and research journals. The program was funded by the Open Society Institute as one of its projects in support of higher education. The Institute is honored to be asked to publish these case STUDIES and thanks all of the authors for granting permission to publish their research so it can be made available for use by practitioners and other academic instructors.

3 The Institute for Public Relations is the only independent foundation in the field of Public Relations . It sponsors academic research, competitions, awards, seminars, lectures and publications -- all dedicated to improving the professional practice of Public Relations around the world. Workshop directors were: Judy VanSlyke Turk, dean, College of Journalism and Mass Communications, University of South Carolina; co-author, This is PR; visiting lecturer, Latvia, Romania. Linda H. Scanlan, retired journalism chair, Norfolk State University, Virginia; Fulbright lecturer, Bulgaria; USIS teaching fellow, Latvia. 2. Workshop directors were: Dean Kruckeberg, coordinator, Public Relations degree program, University of Northern Iowa, Cedar Falls, Iowa. Ray Laakaniemi, associate professor, Bowling Green, Ohio, Fulbright lecturer, Estonia. Douglas Ann Newsom, professor, former chair, Department of Journalism, Texas Christian University, Fort Worth, Texas; co-author, This is PR; Fulbright lecturer, India.

4 Robert I. Wakefield, professor, Brigham Young University, Provo, Utah; chair, International Section, Public Relations Society of America. Dennis L. Wilcox, professor, San Jose State University, San Jose, California; co-author Public Relations Writing and Media Techniques; Fulbright lecturer, Africa. 3. Table of Contents Introduction page 7. Public Information Cases Public Communications Campaign for the World Bank air pollution Abatement Program in Slovenia Dejan Vercik page 8. Biotechnology in a Third World Context: Mobilizing Public Awareness, Understanding and Appreciation Mariechel J. Navarro page 18. The European Community s PHARE Program . for 13 Eastern and Central European Countries Andreas Rossbach Doug Newsom Bob J. Carrell page 27. Preparing for Full Stewardship: A Public Information Campaign for the Panama Canal Maria E. Len-Rios page 42. Marketing Cases Vision 2020: Multicultural Malaysia's Campaign for Development Anne Cooper-Chen Teck-hua Ngu Abdul Halim Taib page 52.

5 Dubai Department of Tourism and Commerce Marketing Badran A. R. Badran Dean Kruckeberg page 65. 4. Attracting Tourists to a New Lebanon Ali Kanso Abdul Karim Sinno page 84. Public Relations in New Market Development: The Influence of Converging Multi-Cultural Factors Robert I. Wakefield page 99. A Museum in Search of Identity: Finding & Redefining the Image of a Man and the Museum Named for Him Valeria Shadrova Igor Zakharov Larisa Zolotinkina page 113. Image Cases Abu Dhabi National Oil Company Muhammad I. Ayish Dean Kruckeberg page 122. Giving Two Hundred Million Kids a Childhood Hugh M. Culbertson page 131. The Ogoni Inferno and Fire Fighters: Has the Government's Public Relations Campaign Extinguished the Flame? Chris W. Ogbondah page 153. Sewing Up a Torn Image: Hill & Knowlton Responds to a Crisis in the Garment Industry Emma L. Daugherty page 169. Internal Communication case Public Relations in Bosnia Virginia Sullivan page 181.

6 5. Community Relations case Reaching Out to the Community: Shell Oil's Response to Crisis in Nigeria Amiso M. George page 192. About the Authors page 204. About the Editors page 211. 6. INTRODUCTION. Public Relations in one country is not necessarily Public Relations in another. The culture, economic environment, political system and customs of one country are not the same as another's. And since culture, economic and political systems and customs influence how organizations and institutions communicate with their publics or stakeholders, what is effective communication in one country won't necessarily work in another. Most of the published, and thus readily available, case STUDIES of Public Relations draw upon Western experiences, primarily those in the United States of America. But since what works in the United States won't necessarily work in another country, it is important to develop a body of literature, a collection of case STUDIES , that describes how Public Relations has been, and can be, practiced in other social, political and economic systems.

7 We intend this collection to be of particular usefulness to professors and teachers of Public Relations in non-Western countries and cultures, who so desperately need examples and models with which their students and their countries can identify. We expect that practitioners as well will appreciate the models and case STUDIES we present. We hope we have created such a cross-cultural, international collection of case STUDIES . We are indebted to the Public Relations practitioners and educators who have contributed to this collection, for they have made this volume possible. Linda H. Scanlan, APR. Judy VanSlyke Turk, , APR, Fellow PRSA. 7. Public Communication Campaign for the World Bank air pollution Abatement Program in Slovenia (1996-1997). Dejan Vercic Pristop Communication Group Slovenia 8. Executive Summary air pollution caused by the use of dirty fossil fuels (coal, wood, heavy oil) for power generation and heating is one of the biggest environmental problems in countries in transition.

8 In Slovenia, a newly independent country in Central Europe with a population of 2 million living on square kilometers, the heating of buildings, flats and individual houses utilizes about one third of the total energy consumption and is therefore responsible for the same proportion of air pollution with sulfur dioxide and smoke. The Government of Slovenia established the Environmental Development Fund (Eco- Fund) within the Ministry of Environment and Physical Planning to manage loans for gas conversion. The World Bank had established a credit for an air pollution Abatement Project in Slovenia from which the Eco-Fund provided attractive low interest loans to households to convert their dirty heating systems to more environmentally friendly systems. From June 1995 to May 1996, 117 loans were made to individual households. In 1996, the European Union through its Phare program issued a Public tender seeking proposals for a Pilot Testing Phase of the World Bank air pollution Abatement Program that would evaluate and improve the Eco-Fund project management capabilities, design and launch an extensive Public communication campaign, and design and provide computer courses and purchase computer and communication hardware and software for Eco-Fund staff.

9 A Slovenian consortium of four Public Relations consultancies won the tender. This case study described how Pristop Communication Group, which was responsible for the design and implementation of the Public communication campaign, increased ten-fold the use of loans by individual households. The Public communication campaign started in May 1996 and by its end, 1,896 Slovenian households converted from dirty fossil fuels heating systems to more environmentally friendly heating systems. The purpose of this case study is to show how good use of research and straightforward execution can be effective even within externally imposed time and financial constraints and in economically hard times. The Problem Slovenia has a population of nearly 2 million people, living on square kilometers and generating a GDP of US $21 billion. It is located in the middle of Europe between Austria, Croatia, Hungary and Italy. From its capital, Ljubljana, it takes two and one-half hours by car to get to Venice (Italy), or five to Vienna (Austria).

10 It gained its independence from Yugoslavia on June 25, 1991. Since then it has changed its currency (from Yugoslav Dinar to Slovenian Tolar), 9. political system (from a one party people's democracy to a multiparty parliamentary democracy), economic system (from socialist self-government to market economy) and social system (from a closed to an open society), and accomplished privatization of formerly social- owned capital, denationalization of the property that was nationalized under socialism and internationalization of the economy into the broader European and global market. air pollution caused by the use of dirty fossil fuels (coal, wood, heavy oil) for power generation and heating is one of the biggest environmental problems in countries in transition, including Slovenia. Most Slovenian urban areas are situated where air inversions frequently occur during heating season. The heating of buildings, flats and individual houses utilizes about one third of the total energy consumption in Slovenia and therefore is responsible directly or indirectly the same proportion of air pollution emanating from big power stations.


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