CMAT 447--International Public Relations syllabus for Fall 2013. Salisbury University. (c) Vinita Agarwal. All Rights Reserved.

1. CMAT 447 T/TR 9:30AM—10:45AM PERDUE HALL 248
International Public Relations
COURSE WEBSITE: http://prva.wordpress.com/ MY CLASSES
_____________________________________________________________________________________
Vinita Agarwal, Ph.D.
Contact Info: FH 272 | Office Hours: T/TR 1:45PM—2:30PM & W 11:00AM –2:30PM
Email: vxagarwal@salisbury.edu | Office Phone: 410-677-0083
_____________________________________________________________________________________
COURSE POLICIES
Prerequisites
CMAT 344
Course Description
International PR is one of the fastest growing sectors of public relations as corporations, institutions, and
nongovernmental organizations globalize. CMAT 447 trains the advanced PR student in the systematic
application of critical thinking skills to the successful research, design, implementation, and evaluation of
international PR projects. Substantial academic and service learning engagement is required. CMAT 447
is an enhanced course, offered as a 4-credit class to engage students more fully in the courses they take
and provide students with a deeper and more active encounter with the subject at hand. All enhanced 4-
credit courses in the Fulton School will require significantly more work than their 3-credit predecessors.
Copyright Statement
The lectures that I deliver and the course materials I create and distribute are protected by federal
copyright law as my original works. You may not record and you may not publicly distribute or display or
allow anyone else to publicly display or distribute lectures and materials without my written permission.

2. Learning Objectives
Through readings, engagement, and self-reflection, participants will:
a) Participate in a sustained intercultural partnership to understand the importance of intercultural
meaning-systems and gain competency as an effective international communicator
b) Create an in-depth cultural profile of a country of their choice to understand the influence of
culture on the practice of PR in international contexts
c) Evaluate how effectively international public relations organizational artifacts engage their target
publics through the application of cultural frameworks
d) Analyze an international PR campaign through a systematic application of the ROSTE framework
and further refine it through an understanding of stakeholder principles
e) Collaborate with a community-based cultural/minority group and address one of their goals
through the application of strategic communication planning principles
f) Network with speakers from international PR firms and academia to gain insight into challenges
and opportunities facing the IPR practitioner in the field today
g) Formal class presentation of portfolio of IPR artifacts that can be submitted to a PR firm
Required Textbooks (Available through the Salisbury University Bookstore)
Ø Parkinson, M. G., & Ekachai, D. (2006). International and intercultural public relations: A campaign
case approach. Boston, MA: Allyn and Bacon (Abbreviated P&E)
Ø Wilson, L. J., & Ogden, J. D. (2008). Strategic communications planning: For effective public
relations & marketing. Dubuque, IA: Kendall/Hunt Publishing (Abbreviated W&O)
Required Readings (Available on MyClasses)
Ø As advanced PR students, additional selected readings on My Classes will provide you with the
cultural and organizational schema to guide systematic application of IPR efforts.
Recommended
Ø Curtin, P. A., & Gaither, T. K. (2007). International public relations: Negotiating culture, identity,
and power. Thousand Oaks: Sage
Course Ethos
As responsible participants in your education and advanced PR students, I expect you will view the
course as a microcosm of your professional work ethic. It also means that I will strive to provide each of
you with the materials, resources, and guidance necessary to achieve the course objectives.
Deadlines, Late Policy, and Make-Ups
The ability to deliver by deadline is critical for professional success in today’s competitive PR
environment. Please inform me via email in advance if you are unable to meet a deadline. Late
submissions are downgraded by a letter grade and not accepted after the second day.

3. Attendance
Students are expected to attend and to actively participate in all sessions. Please consider your options to
withdraw or retake the course if a personal situation substantially affects your attendance.
IT Support Services
If you have any trouble with technology or access to the course learning website or the materials therein,
please contact IT at 410-677-5454 or at TETC 113 or at helpdesk@salisbury.edu.
The Office of Student Disability Support Services (OSDSS)
OSDSS provides guidance, access to resources, and accommodations for students with documented
disabilities. Such disabilities could include: medical, psychiatric, and/or learning disabilities, and/or
mobility, visual, and/or hearing impairments. They can be reached at 410-677-6536.
Emergency Clause
In the event of a major campus emergency, course requirements, deadlines, and grading percentages are
subject to changes. My Classes web page and my email address (vxagarwal@salisbury.edu) will be ways
to access the revised information, changes, and assignment deadlines you will be required to keep.
Academic Integrity
The CMAT department expects you have read and understand SU’s Student Policy on Academic Integrity
in your SU Student Handbook (www.salisbury.edu/Students/handbook/welcome.html). and thereby agree
to honor these standards. ALL incidences of academic dishonesty are subject to disciplinary action
including, but not limited to, separation from the university.
Course Requirements
A brief overview of course assignments is provided below.
ASSIGNMENT OVERVIEW
Course readings and assignments provide the student with theoretical and pragmatic insight into the
opportunities and challenges facing the practice of public relations globally by understanding the cultural
nuances of different regions. ]Online engagement must be civil at all times and will, on occasion, be open
to IPR practitioners from the industry. Independent research and fieldwork is expected and required.
1. Country Profile (25 points): Each student will select and profile a country of their choice utilizing a
cultural and IPR framework. Thoroughness in profiling industry, organizational, historical, socio-
political, media, and infrastructure will be analyzed. Ability to draw out IPR implications for U.S.
practitioners will be evaluated.
2. Intercultural Partnership (25 points): Each student will participate in a sustained intercultural
interaction with an international student to enhance awareness of meaning-making, interpretation, and
cultural practices in the U.S. and an international region. Insightfulness, inter-cultural sensitivity, and
thoughtfulness will be assessed.

4. 3. Strategic Planning (25 points): Students select a social issue of relevance to an intercultural
(racially, demographically, culturally) public and identify a community-based NGO or
religious/social group working on that issue. Students design elements of a strategic PR plan to assist
the non profit organization. Meeting with non profit organization members may be required.
4. Corporate Web Site Analysis (25 points): Each student will compare and evaluate two corporate
web sites for effectiveness in applying cultural framework principles to product branding in a foreign
market. Rigor and proficiency in application of culture-focused web site analysis will be assessed.
5. Discussion Leaders (DL) (25 points): Working with a partner, each student will serve as a DL for
class discussion once during the semester to creatively lead and present one case study and readings.
Class participation is mandated. Provide each class member with a one-page handout of your slides, a
2-page ROSTE case summary, and its critique through a cultural framework. Discussion questions
should be included for at least 10 minutes to give everyone a chance to contribute. Creativity, grasp,
and clarity will be assessed.
6. International Social Issue (50 points): Students bring together PR campaign principles and cultural
perspectives to addressing an issue of global importance in a specific region of your choice. Using the
ROSTE framework you will design and implement a PR plan to achieve your objectives for the
international target public.
7. Final Submission and Reflections (25 points): Submission paper summarizing semester take-aways
and submission of final IPR portfolio.
GRADES
1. Country Profile 25 points
2. Intercultural Partnership 25 points
3. Strategic Planning 25 points
4. Corporate Website Analysis 25 points
5. Case Study DL 25 points
6. International Social Issue Analysis 50 points
7. Final Submission and Reflections 25 points
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TOTAL 200 points
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Grade Breakdown
A= 90.0% and above; B= 80.0%-89.0%; C= 70.0%-79.0%; D= 60.0%-69.0%; F= 59.9% and below
v Important Semester Dates: Aug. 26th
—Dec 6th
: Session dates | Aug. 26th
: First day of classes|
Aug. 26th
—Aug. 30th
: Add/drop| Sept. 2nd
: Labor Day | Oct. 14th
: Advising begins | Oct. 17th
:
Midsemester | Oct. 25th
: Last day to Withdraw with a grade of (W) | Nov. 15th
: Deadline for
application for May 2014 or Aug. 2014 Graduation | Nov. 27th
–Nov. 30th
: Thanksgiving Break |
Dec. 7th
: Reading day| Dec. 9th
—Dec. 13th
: Finals week| Dec. 14th
: Commencement

5. TENTATIVE MEETING SCHEDULE
CMAT 447 Fall 2013: INTERNATIONAL PR
Meeting Readings Tentative Assignments
(T) Aug 27th
(TR) Aug 29th
WEEK # 1: INTRODUCTIONS
Introductions
Augustine, I. (2000). Understanding the Cultural Patterns of the
World: An imperative in implementing strategic PR programs.
Public Relations Quarterly, 45, p. 38 (Read all)
ü Syllabus, Readings
ü #1. Assign Country
Profile. Reading on
website
(T) Sept. 3rd
(TR) Sept. 5th
WEEK # 2: INTERCULTURAL COMMUNICATION
Ch. 5 (P&E): Intercultural Communication Context
Ch. 6 (P&E): Guidelines for Successful International PR
Zaharna, R. S. (2001). “In-awareness” approach to international
public relations. Public Relations Review, 27, 135—148. (Read
pages 137—144.)
ü #2. Assign Inter-
cultural Partner.
ü GUEST SPEAKER:
Dr. Brian Stiegler,
ASST. PROVOST
FOR
INTERNATIONAL
EDUCATION, SU
ü Wordpress blog site
(T) Sept. 10th
(TR) Sept. 12th
WEEK # 3: INTERCULTURAL COMMUNICATION
Ch. 1 (P&E): ROSTE Framework
Kent, M., & Taylor, M. (2001). How intercultural
communication theory informs public relations practice in
global settings. In N. Bardhan & C. K. Weaver, Public relations
in global cultural contexts: Multi-paradigmatic perspectives
(pp. 50—76). (Read pages 56—59, & pages 61—69)
Ch. 2 (P&E): Research for PR
Macnamara, J. R. (2004). The crucial role of research in
multicultural and cross-cultural communication. Journal of
Communication Management, 8, 322-334. (Read pages 330—
332. Can also read examples on pg. 326—328).
ü Country Profile
individual meetings
ü Wordpress blog
ü #3. Strategic
Planning assign
ü Assign Discussion
Leaders
(T) Sept. 17th
(TR) Sept. 19th
WEEK # 4: DEVELOPMENT COMMUNICATION
Ch. 3 (P&E): PR Objectives & Strategies
Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a
theory of stakeholder identification and salience: Defining the
principle of who and what really counts. Academy of
Management Review, 22, 853—886. (Read pages 865—868
(first para) and table 3 on page 869)
Ch. 5 (W&O): Setting Goals and Objectives /Case 5: Protecting
Drug Patents in S. Africa
Sriramesh, K., & Vercic, D. (2001). International public
relations: A framework for future research. Journal of
Communication Management, 6, 103—117. (Read pages 105—
115 for framework. )
AFRICA
(T) Sept. 24th
(TR) Sept. 26th
WEEK # 5
Ch. 4 (P&E): PR Tactics and Evaluation / Case 11: Internal
Communications in S. African Financial Corporation
**GUEST LECTURE: DR. JACQUES KOKO, CADR**
GUEST SPEAKER: Dr.
JACQUES KOKO,
ASSIST. PROF. CADR,

6. SU
(T) Oct. 1st
(TR) Oct. 3rd
WEEK # 6: MARKETING COMMUNICATION
Ch. 6 (W&O): Key Publics and Message Design
Wurtz, E. (2005). A cross-cultural analysis of web sites from
high-context cultures and low-context cultures. Journal of
Computer-Mediated Communication, 11(1). (Read pages 277—
280 and pages 283—296 (first para).
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How global
brands compete. Harvard Business Review, 68-75. (page 70
(last para)—pg. 75.) Case 12: Image Building in IntnlMedia
**GUEST SPEAKER: BEN FINZEL, SENIOR VICE
PRESIDENT, PUBLIC AFFAIRS, AND GENERAL
MANAGER, WAGGENER EDSTROM WORLDWIDE**
ü #4. Assign Corporate
website
EUROPE & MIDDLE
EAST
GUEST SPEAKER:
BEN FINZEL, SR VP,
PUBLIC AFFAIRS, &
GM, WAGGENER
EDSTROM
WORLDWIDE
(T) Oct. 8th
(TR) Oct. 10th
WEEK # 7
Ch. 7 (O&G): Designing Strategies and Tactics
Fletcher, R. (2006). Impact of culture on web site content,
design, and structure: An international and a multicultural
perspective. Journal of Communication Management, 10, 259-
273. (Refer to pages 261—271 for your analysis.)
Ch. 8 (W&O): Calendaring & Case 13: Avon’s Breast Cancer
ü #5 Assign NGO IPR
(T)Oct. 15th
&
17th
WEEK # 8: MID-SEMESTER
Individual Meetings ü NGO meetings
(T) Oct. 22nd
(TR) Oct 24th
WEEK # 9: IPR AGENCIES
Case 18: Burson-Marsteller’s Depression Awareness
Bardhan, N., & Patwardhan, P. (2004). Multinational
corporations and public relations in a historically resistant host
culture. Journal of Communication Management, 8, 246-263.
(Read pages 247—252. Those doing India can read rest).
**GUEST: CEO, OGILVY & MATHER, ASIA-PACIFIC**
ASIA-AUSTRALASIA
ü Corporate Website
Due
ü CEO, OGILVY &
MATHER, ASIA-
PACIFIC
(T) Oct. 29th
(TR) Oct. 31st
WEEK # 10
Case 6: Community Relations Campaigns in Australia
Class previews
ü Work independently
*Strategic Planning
due
ü Partnership due
(T) Nov. 5th
(TR) Nov. 7th
WEEK # 11: NATION-BUILDING
Taylor, M. (2000). Toward a public relations approach to
nation-building. Journal of Public Relations Research, 12,
179—210. (Read pages 182—183, and 185—188 (first para)
NGO MEETINGS
AMERICAS
(T) Nov. 12th
WEEK # 12
Spicer, C. H. (2000). Public relations in a democratic society:
Value and values. Journal of Public Relations Research, 12,
115—130. Read pages 119—120 (Feminist framework in PR).

7. (TR) Nov. 14th
Case 8: Latvia & Case 7: Global PR in S. Korea ü Country profile due
(T) Nov. 19th
(TR) Nov. 21st
WEEK # 13:
Case 17: St. Jude’s Health Outreach Project in Brazil
PRESENTING AT NCA—NGO Work day
ü Work on NGOs
(T) Nov. 26th
(TR) Nov. 28th
WEEK # 14: NGO PRESENTATIONS
NGO Presentations
No Class: Thanksgiving Break
ü NGO Presentations
ü No Class J
(T) Dec. 3rd
&5
WEEK # 15: NGO PRESENTATIONS
NGO Presentations ü NGO Presentations
Final Week Tuesday, December 10th
, 10:45AM—1:15PM: Final Paper & Personal Reflections