Syllabus
International Corporate Communication
Course Overview
This course explores the public relations or corporate communication in the international context. It will focus on the impacts of intercultural communication, globalization, and Internet on international corporate communication. In addition to theories and research, it explores image molding, and identity shaping.
Course Objectives:
Gain knowledge by intensive study of theories, research methods, and applications of international corporate communication and development through consultation methods.
Required Readings:
Please see the appendix.
Learning Objectives
The class will learn to:
1) apply theories and concepts in corporate communication to international corporate communication or international public relations.
2) evaluate international corporate communication problem solving.
3) develop an in-depth understanding of international corporate communication research and
planning.
Teaching Methods
The course will use the following methods:
1) Lectures and discussions
2) Case studies in groups
3) Guest speeches
4) Simulated international corporate communication practices
5) Presentation of application or research project
Evaluation methods
1) Brief papers and term paper
2) Group project and presentation
3) Exams
Grading scheme
Total
Short papers (discussion questions,
comments, & reflection papers 20
Case study presentation (group) 15
Oral 10
Written 5
Mid-term 15
Foreign PR programs 5
Simulated news conference (group) 5
Final project presentation (group) 20
Oral (10)
Written (10)
Final exam 15
Teamwork 5
---------
Total 100
Notes:
1. “Participation” includes those in class and group activities. “Teamwork” includes helping fellow students, enhancing class climate, sharing relevant source of information, and giving feedback about the class processes, etc.
2. Group presentation performances will be evaluated by peers and the instructor.
3. No make-up exam or presentation will be given except in the case of authorized medical excuses or the death of an immediate family member.
4. All written assignments must be typed, double-spaced, and stapled. All late papers will be graded down one full letter grade for each day they are late.
5. Final projects will be a research proposal or interpersonal PR project.
6. For mid-term and final exams, try to incorporate your lecture notes, your readings, and your thoughts from other class activities.
Class Schedule
Date Content
Reading Presentation
Sept.
19 Course introduction.
Needs assessment
Peer interview & introduction.
Establishing e-mail directory.
Presentation group formation and meeting
26
Topic 1: Corporate comm.
Group meeting discussing assignments. Wilcox (2000)
Oct.
3
Topic 2: Intro to ICC (International corporate comm.)
.
10 Double Tens Day. No class.
Reminder: Drs. Grunig’s speeches starting on Oct. 13. See schedule below.
17 Topic 3: Cultural considerations
Guest speech (Dr. Christine Huang) Huang (2004); Vasquez, G. & Taylor. (2006)
24 Topic 4: Oral & written corporate comm.
Pair up for foreign PR program study.
31 Topic 5: ROPE model
Group meeting Hendrix & Hayes (2006) Case (for topic3)
Nov.
7 Topic 6: Government as a corporation Henry (1995);
Grunig (2001);
Leggett (2006) Case
14 Midterm Exam
21 Topic 7: The impacts of Internet and globalization
Presentations of foreign PR documents Fitzpatrick & Whillock (1993);
Chung (2000);
Badam (2006) Case
28 Topic 8: Images & identities in ICC Botan (1993);
CNA (2006) Case
Dec.
5 Topic 9: Crisis management
Burnett (1998);
Berg & Gilman (2000);
Riblin (2004);
Schuessler (2005) Case
12 Topic 10: Theories & research
Simulated press conference Choi & Cameron (2005);
Begley (2004)
19 Simulated press conference
26
Flex day
Jan.
2 Project presentation
9 Project presentation
16 Final exam
Guidelines for Semester Project
The purpose of the semester project is to apply theories, concepts, or principles learned in this course to international corporate communication practice or research. It requires international corporate communication knowledge and analytical skills. You can choose one of the following three options:
Options
1. Practice Project
Initiate a project for a corporation, which can be any organizations such as a company, an association, or a government. You can plan a campaign, design an advertisement, propose a policy, design a proactive measure, change a practice, shape or modify a corporate image or identity, enhance a corporate reputation, or solve a problem. You are encouraged to contact an organization for a project opportunity after doing an initial research about the corporation.
You are encouraged to adopt the ROPE model and theories to help you conceive a plan for this project. But, the emphasis for this option is on practice.
2. Research Proposal
Propose a scholarly research on certain questions in Corporate Communication. Structure your paper in the following format:
Introduction
Significance of study
Purpose of study
Literature review
Methodology
Hypotheses/Assumptions (optional depending on the methodology you choose)
Essentially, the format of this paper is equivalent to the conceptual overview (Chapter I) of a thesis, although naturally at somewhat of a reduced scale. The paper should be an original effort either exploring unexamined areas of Corporate Communication or synthesizing existing ones. As such, you are encouraged to demonstrate the creativity of the paper and your capacity to specify a problem and systematically THINK it through. As such, you should use the literature to support your points and when you
disagree with the literature you should discuss the nature of your disagreement. Do not let the literature control you, but rather use it selectively to discuss a particular perspective that you have developed. This is why it is important to THINK about the issue before you start to systematically review the literature.
Mechanics
1. 15-page long for any option.
2. Turn in a week after oral presentation
3. Follow the general guideline on syllabus.
4. Work as a group if you choose the first option.
5. Think, Think, and Think!
Guidelines for foreign PR Programs
This project is a required assignment for everyone but on a collaborative basis.
Objective: This project is to gather information about PR programs in Taiwan, review them, and critique them.
Method: Class members need to pair up, with one local student and the other international (from outside Taiwan). By October 24, all class members will complete pairing and hand in their target corporation(s). We then compare notes and check if there is any overlapping in target corporations (organizations.) If any, negotiate to make changes.
Presentation: Use the ROPE model to investigate the programs. Bring printed and audio-visual media as presentation aids. Critique the program and show the evaluations, if available. Including Q & A, each presentation will be 15 minutes. Where there are no guidelines for this project, refer to those for other presentations of the course. After exhausting the guidelines, use your imagination and creativity to come up with an attractive presentation. Do not forget to apply what you learn in this
course to inform the class. I encourage you to entertain the class while informing it.
Retreat: In case no PR programs are available, ask if there is a marketing program. Chances are the PR program is within the marketing program. But we need to differentiate PR from marketing when doing the project.
Guidelines for Taiwan Image-Cultivation Consultation
Taiwan has long been mindful of its image perceived by other countries. This project is to study how foreigners in Taipei view Taiwan and its people and make recommendations.
Objective: Present to the Taiwan press a report of our study and recommendations.
Methods: Form one or two groups from the class to plan a self-appointed consultation team. As a group, design an interview. Pair up two by two (with one local and the other foreign) to interview foreigners in Taipei, asking them how they perceive and what they think about Taiwan and its people. Deduct the data and draw conclusions and recommendations. We have flexibility and freedom to do this project, allowing more creativity to make the real press conference click. But, we need to keep the
instructor informed of the process to avoid wasting time or running into possible obstacles.
Press conference: As a group, prepare a press conference, but let locals lead the press contact due to apparent reason: language. However, always involve everyone during the process to share the experiences.
Principle: Treat the press conference a channel of doing public relations for the
NCCU International Communication Program which you are in. Therefore, the recommendations need to be helpful, while the wordings tactful.
Optional Articles for Case Studies
(Read as an individual but work as a group. Choose a date for presentation from the following dates as shown in the class schedule – 10/31, 11/21, 11/28, 12/5. You can choose from sources other than below, but consult with the instructor first.)
Chung, J. (2004). Caught in the Intranet. In Keyton, J. & Shockley-Zalabak, P. (eds), Case studies for organizational communication: Understanding communication processes. LA, CA: Roxbury. 110-119.
McGill, A. & Seeger, M. Ethical issues in Exxon’s response to Valdez crisis.
Kunczik, M., (1997).The Big Rip-off: Image cultivation by General Chiang Kai-shek. In.Images of nations and international public relations. 205-211.
Kunczik, M., (1997).Ivy Lee and PR for Nazi Germany. In Images of nations and international public relations. 191-193.
Kunczik, M., (1997).Nazi propaganda to foreign countries. In Images of nations and international public relations. 193-198.
Kunczik, M., (1997).Muldergate: Apartheid and image policy of South Africa. In Images of nations and international public relations. 205-211.
Perry, C. & Gibson, D. (2004). Firestone Déjà vu: The Parallel 1978 and 2000 failed recalls. Paper presented at annual conference of National Communication Association
Required reading list
(Read all the required articles, either academic or journalistic. But you can focus your discussion questions on one particular article.)
Topic 1 Corporate Communication
&
Topic 2 Intro to ICC (International Corporate Communication)
Wilcox, L. D., Ault, P.H., Agee, W. K. & Cameron, G. T. (2000). International PR. In Public Relations: Strategy & Tactics. NY: Longman.
Topic 3 Cultural Considerations
Vasquez, G. & Taylor. (2006). What cultural values influence American public relations practitioners? Public Relations Review. vol. 25, 4, 433-449.
Huang Yi-Hui. (2000).Te personal influence model and gao guanxi in Taiwan Chinese public relations. Public Relations Review, 26, 2, 219-236.
Topic 5 ROPE Model
Hendrix & Hayes, D. (2006) International public relations. In Public relations cases. (7th ed.).
Topic 6 Government as Corporation
Grunig, J. (1993). Public relations and international affairs: effects, ethics and responsibility. Journal of International Affairs. vol. 47, 1.
Leggett, K. (Wall Street Journal, August 3, 2006). Image war rages in Mideast. P. A4.
Henry, R. (1995). How to reach international audiences. Marketing public relation: the how’s that make it work. Ames, IO: Iowa State University Press.
Topic 7 Internet & Globalization
Fitzpatrick, K. & Whillock, R., Assessing the impact of globalization on U.S. Public relations. Public Relations Review, 19 (4). p. 315-325.
Chung, J. (2000). The challenge of diversity in global organizations. In Chen, G. & Starosta, W. (eds), Communication & global community. NY: Peter Lang. pp. 73-89.
Badam, R. T. (San Francisco Chronicle, 2006). Workers in India find the accent now is on assertiveness. p. E 5.
Topic 8 Images & Identities
Boltan, C. (1993). A human nature approach to image and ethics in international public relations. Journal of public Relations Research. Vol. 5, 2, 71-81.
CNA (August 6, 2006, Taipei Times.). Survey shows Taiwan considered a good US friend. p.1.
Topic 9 Crisis Management
Burnett, J. (1998). A strategic approach to managing crises. Public Relations Review, vol. 24, 4, 475-488.
Lublin, J. S. (Wall Street Journal, October 1, 2004) Experts praise how Merck broke the news. p. B1, B3.
Schuessler, J. (Wall Street Journal, May 17, 2005). Food for thought. P. A12
Berg, K. & Gilman, A. (2000). How to stay cool under fire. PR Report, vol. 2, n.1, p.32.
Topic 10 Theories
Theories & Research
Choi, Y. & Cameron, G. (2005). Overcoming ethnocentrism: The role of identity in contingent practice of international public relations. Journal of Public Relations Research., vol. 17, 2, 171-189.
Begley, S. (Wall Street Journal, September 24, 2004). Public-opinion polls diverge because they are still partly an art.
Advanced reading list (optional)
(Those who would like to study further, please contact the instructor for the above materials.)
Topic 1 Corporate Communication
&
Topic 2 Intro to ICC (International Corporate Communication)
Debare. I. (San Francisco Chronicle, May 4, 2006). How to market products or services overseas. p. C1.
Friedman, T. (2006). The world is flat: A brief history of the twenty-first century. New York: Farrar, Straus, and Giroux.
Topic 3 Cultural Considerations
5 wrong assumptions about negotiating with North Korea.
“In-awareness” approach to international public relations.
Understanding the cultural patterns of the world – an imperative in implementing strategic international PR programs
Topic 5 ROPE Model
Topic 6 Government as Corporation
Taylor, M. & Kent, M. (1999). Challenging assumptions of international public relations: When government is the most important public. Public Relations Review, vol. 25, 2, 131-144.
Topic 7 Internet & Globalization
Bruner, R. & Harden, L, & Heman, B. (2001). “Media savior-faire: public relations for a digital age,” chapter 8 of Net Results.2. Net results: Best practices for web marketing. Indianapolis, IN: New Riders.
Bruner, R., Harden, & L. Heyman, & B. (2001). Net results: Best practices for web marketing. Indianapolis, IN: New Riders.
Topic 8 Images & Identities
Kunczik, M., (1997). Problems of international image cultivation.. In Images of nations and international public relations.
Topic 9 Crisis Management
Topic 10 Theories
Theories & Research
Persuasion and communication theories. 185-218
Research processes, procedures and techniques
※ 編輯: lilianahe 來自: 61.229.43.194 (10/14 11:06)