Three approaches of international public relations: Evidence of PR campaigns in
Southeast Asia
Working Paper Submitted to the Marketing Communications and Public Relations Track
2011 Academy of Marketing Conference
Globalization has been one major force whereby most organizations are required to develop
and maintain positive relationships with their international stakeholders (Sriramesh,
Globalization and public relations, 2010). Organizations not only seek their customers and
benefactor stakeholders internationally nowadays, multinational corporations must also be
prepared to handle possible resistance from host cultures upon setting up their subsidiaries,
branches, or outlets outside the country of their headquarters. In addition, with the
advancements of information communication technologies (ICTs), most social media have
allowed users to generate content of their own leading to potential activism against
corporations across time and space boundaries (Vujnovic & Kruckeberg, 2010). It is
imperative, therefore, for public relations scholars and practitioners to develop their
sensitivity, knowledge, and skills in conducting PR work in international settings effectively.
However, most academic literature on international public relations has just gained attention
from researchers and there are only a number of scholars from the US and UK who are
developing this field of study systematically. It has been observed that all studies on
international PR in academic literature can be categorized under three approaches. This paper
aims to delineate the three approaches to international PR literature, discuss the strengths and
weaknesses of each research approach, and illustrate how each international PR research
approach can be used to make sense of PR campaigns in different cultural settings. In
particular, some selected campaigns and PR practices in Southeast Asia, a region where most
countries are struggling to cope with globalization while maintaining their indigenous
cultures, will be presented. Finally, the paper will raise issues for both academicians and
practitioners to consider as the body of knowledge in international PR is developed.
Three Approaches to International Public Relations
The earliest approach to international PR research was led by Grunig and his colleagues as
they conducted their Excellence study to investigate best practices of public relations in three
countries including USA, UK, and Canada (Grunig, Grunig, & Dozier, 2002). In general, this
theory advocates the elevation of public relations roles in organizational decision making and
strategic planning since PR managers take on the boundary spanning role, the function that
helps organizations gather inputs from external stakeholders. In this sense, organizations that
demonstrate excellent PR practices would work symmetrically with their publics. Their idea
of symmetrical public relations has been tested in various parts of the world (Grunig J. E.,
Grunig, Sriramesh, Huang, & Lyra, 1995). While this approach to international PR research
seems solid with strong empirical evidence in many countries, several scholars caution that
this generic approach may lead to ethnocentricity (see, for example, Choi & Cameron, 2005;
Wakefield, 2010).
The second trend in international PR research appearing in the literature is the political
economy approach (Sriramesh & Duhe, 2009). Pioneered by Sriramesh and his colleagues,
who to a certain extent also believe in the generic principles of international PR, this political
economy approach identifies environmental factors that affect the implementation of PR
principles in a given context. These environmental factors include culture, political system,
economic system, political economy, media system, activism, and public diplomacy
(Sriramesh, 2010). Even though Sriramesh and his colleagues who propose this approach
have worked closely with Grunig and his team, this paper would consider Sriramesh’s
approach a distinct one given that the consideration of environmental factors makes the
model unique and more sophisticated in its own right. However, as the model itself suggests,
there are several environmental factors in a given case. It might be difficult for practitioners
and researchers to discern them in a given case.
The final approach to international PR is based on critical/cultural theory (Curtin & Gaither,
2006). Central to this approach is the process of identity negotiation between the PR
practitioners/organizations and the target publics. In order to understand the process of
international PR in a given case, this approach explains that we need to analyze how
meanings are produced, consumed, represented, and regulated to form identities. The main
argument of this approach is for international PR practitioners and researchers to avoid
ethnocentrism in applying a set model (or Western thoughts for the most part) in a given case
and perpetuate the cultural imperialism on the targeted stakeholders. While the ideology
grounding this approach makes sense and should be actually used to guide international PR
practices and research, the analytical framework seems loose and subjective.
Table 1 Summary of Three Approaches to International Public Relations
Excellence Approach
Political Economy
Approach
Critical/Cultural
Approach
Main premise
Search for generic
Identify environmental
principles of effective
factors to analyze
international PR practices international PR
practices
Provide a flexible
framework to avoid
imposing on indigenous
culture
Strengths
Provide a clear
guidelines for
international public
relations practices
Similar to the Excellence
approach but more
sophisticated as
environmental factors are
taken into consideration
Display respect for
indigenous culture and
emphasize genuine
dialogue, rather than
persuasion
Weaknesses
May reinforce
ethnocentricity
All factors vary from
case to case and might be
difficult to manage them
at a time
The framework for
cultural analysis is very
loose and subject to
interpretation
International PR Campaigns from Southeast Asia
In this section of the paper, three PR campaigns from Southeast Asian countries will be
discussed to exemplify the three approaches in international PR literature above. First, the
Excellence model will be illustrated by multinational companies in Singapore through their
CSR efforts. With the solid economic base of Singapore, organizations in this country can
operate based on the Excellence model and embrace PR managers in their strategic decision
making. Second, the use of public diplomacy of the Thai government as the country was
facing political turmoil will be presented as a demonstration of the political economy
approach. While the protesters against the Thai government gained support from international
media as the protesters were seen as the underdog, the Thai government employed its public
diplomacy tactics to reframe the issue and rebuild trust among international stakeholders
(Chaidaroon, 2010). Finally, a campaign to combat poverty in Indonesia will be discussed as
a representation of critical/cultural approach to international PR. In this project, poverty
stricken population were assisted with respect.
Implications and Points for Considerations
Based on the cases presented in this paper as well as the three approaches to international PR
research discussed earlier, two dilemmas are important for both scholars and practitioners to
consider as they develop the body of knowledge and responsible practices in international
PR. First, international PR practices and research unavoidably face the challenge of power
imbalance in most contexts. Organizations and their targeted stakeholders will wrestle to
achieve their goals in very dynamic and complicated international settings. Second, both
researchers and practitioners must find a balance between adopting a generic approach or a
more flexible one as all of them have their own weaknesses and strengths. Future,
development of scholarship in international PR should identify contingent factors that lead to
a proper adoption of each model in a given case.
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