Rangsit University

ENG 384
English for Public Relations
Lab Worksheet: Final
 Instructor
Asst. Prof. Nareerut Boonchuay

Name: Kittibodee Okubo ID. No. 6201590 Group: 10

Lab worksheet 1
Directions: Listen to the lecture and answer the questions provided.
1. What is the focus of the lecturer’s talk?
- Regulations affecting public relation practice

2. What main factors will the lecturer discuss?

- Technological advance, globalization and foreign government regulations.

3. What will the lecturer summarize?

- Areas of the law affecting the practice of public relation

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Lab worksheet 2
Directions: Listen to the lecture and answer the questions provided.
1. What did the lecturer discuss first?
- The meaning and type to briefly discuss informal regulations, or ethics.

2. What examples of this did the lecturer mention?

- Advertisement, insider trading and basic employee rights.

3. Which laws does the lecturer say he will focus on? Does he do this?
- This focusing primarily on the civil laws and the impact they have on the practice of
public relations and on internal and external audiences.

4. Which ethical; controversies relate to capitalist business practice?

- The internet Encyclopedia of benevolence gives good description, it states that ethics
encompass our duties toward other Ethels involve

5. What is risk management information found in most organizations?

- Ethic policy or guideline.

6. Ultimately, what is the purpose of professional ethics?

- To restrict a number of undesirable practices that are strictly illegal.

7. What can compromise the conduct of a PR professional?

- Client consult agreement.

8. Because of rapidly evolving technology, US PR practitioners need to be familiar with which Act?

- US PR practitioners need to be familiar with the Digital Millennium Copyright.

9. Information on the operation and health of a company may fall into the domain of whom?

- Corporate public relations.

Lab worksheet 3
Directions: Listen to the lecture and fill in the blanks.

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PART I:
Good morning, everyone. What I’m going to talk about today is the challenges facing public
relations in the 21st century.
The trend towards globalization has resulted in closer economic relations between countries
and an increase in the number of international companies. Multinational organizations, with
operations in several countries, face particular challenges. In helping organizations to face
these challenges, public relations can go longer remain country-specific. In crossing borders,
PR companies are exposed to unique geographical, cultural, political, legal, socioeconomic
and communication media environment, and these provide new challenges for global public
relations, as does the lack of intergovernmental regulatory mechanisms.
As organizations move capital and labour across national borders, corporate governance has
become a global issue. In other words, public perceptions of how an organization operates
globally can be critical to its success and survival. In today’s business world, issues such as the
fair treatment of employees, equal opportunities and environmental policies can significantly
affect an organization’s reputation. Increasingly, an organization’s reputation, including that
of multinational PR companies, is linked to its ethics; that is to say, how socially responsible it
is perceived to be. Transparency, which is another term for describing public disclosure of
financial and other corporate information, is also important.
The increase in interactive communication technologies has also had an effect on global
public relations practice. Also known as the ‘new media’, these technologies allow executives
to stay in touch with their offices via wireless e-mail, smartphones, VOIP technology and SMS.
Public relations practitioners now work across time zones and national borders on a daily
basis. This has created a need for new PR strategies, bearing in mind that what they say, and
how they say it, goes around the globe in real time. Because discussions in the new media
may be misinterpreted, these strategies need to include plans for damage control. As a pace
of technology accelerates, a key task for PR companies will be to monitor messages and
discussions that take place through these non-traditional communication channels .

PART II:
As we saw in the first session, global public relations started with the growth of multinational
business. Corporate public relations has spread with the expansion of transnational
corporations. However, we also saw that, when working in a global culture, multinational
corporations and global public relations practitioners need to take account of many different
factors. One of these is country-specific regulations. This deals with everything from freedom
of information and corporate disclosure to anti-terrorism.
Corporate codes of conduct may vary across national borders. One significant challenge is
understanding the political and business culture in different regions or countries. Differences
in global, political and business environment may require different PR responses to particular

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issues. These responses also need to take into account relevant international laws and
agreements.
I’ve identified six general factors to consider when working in a global culture. I’m sure you
can think of many others. The first two, not in any order, are globalization and social change.
Then we have organizational and economic factors, plus political and legal factors. And finally,
there are ethical factors. All practitioners have a responsibility to protect the global image of
the public relations profession by maintaining ethical standards. There must be checks and
balances in the practice of global public relations. What do I mean by checks and balances?
Checks are generally laws or regulations, which are mandatory. Balances, which include ethics
and standards, are voluntary.

PART III:
Today I’d like to talk about factors affecting the practice of PR worldwide. I’ll be focusing
mainly on multinational PR, although most of the factors discussed affect in-house and
external public relations in much the same way.
The point is that setting up a multinational company is a highly complex task What does this
mean? In many developing countries, it means having clear guidelines for dealing with local
business practices. In this way, it’s possible to avoid conflicts with home country practices.
For example, the difference between host and home country regulations may be significant
and need to be taken into account.
Multinational companies have to consider a method of different financial factors. Some can
be planned for. But, as you can see in the slide, others are totally outside the control of the
company. For example, there’s no consideration for predicting changes in foreign exchange
rates. Looking at it in another way, any decision to operate in an international market needs
careful financial crisis of the tax regime, foreign currency and capital controls, as well as the
level of economic development of the country. However, it’s not possible to control
everything: for example, who would have predicted the 1997-1998 Asian financial
consideration? Say you were one of the international companies operating there. How would
you have reacted?
When deciding to go international, further significant factors include host country regulations
that affect public relations businesses, the education systems, and the conditions the
workforce operates in. In addition, a robust reporting and corporate governance system is
important. As I mentioned earlier, another important concept is transparency. There’s a
growing demand for transparency in public relations and in public and private institutions
worldwide. For global organizations, openness in business practice, disclosure and lack of
ambiguity can only have a positive impact on public confidence and trust in an organization.

PART IV:

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Now … er … because it’s so important, I want to talk about stakeholder demands on
organizations for transparency. As we’ve seen the transparency issue is fundamental because
of its impact on public trust and confidence.
The US-based public relations company, Edelman, regularly surveys the public for their
opinion on the performance of businesses and government. The results of the annual survey
are published in the Edelman Trust Barometer. The 2010 annual survey sampled 4,875 people
from 22 different countries, in two age groups, 25-34 and 35-64. They were asked to rate
their trust in both business and government.
So, what did the results tell us? Chinese respondents had the greatest trust in business. The
reason for this was the growing wealth of Chinese people and the resulting demand for better
education, health and environmental standards.
In the UK, France and Germany, trust in business was lowest of all nations surveyed. In these
countries, there was only an 8% increase in business trust in the 2010 survey.
Trust in business in the US had reached a ten-year low in 2009. What was surprising in the
2010 survey was that there was a 34% increase in trust on 2009. In fact, just over half the
respondents now stated that they trusted business. There was also an increase in trust in
government, compared to the previous year.
For respondents in the UK, France and Germany, trust in their governments remained largely
stable Around 40% of respondents in these countries trusted their governments. Trust in
their governments remained high in three of the four BRIC countries, Brazil, India and China,
but declined by 10% in Russia.
For the first time, trust and transparency were considered to be the most important factors in
influencing corporate reputation; the view of 83% of respondents. NGOs were the most
trusted institutions.
Media was the only institution to lose trust around the world. What was interesting was that
this mainly reflected the views of the 35 to 64 age group. Not surprisingly, trust in banks in
western countries also declined dramatically .
Now … oh dear, we seem to have run out of time. I’ll have to finish this in our next session.

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