Public Relations and Public Affairs from a European Perspective
Bologna, June 7-18 2010
Resources
Syllabus (Word file)
May 8 slides (PowerPoint)
Toni Muzi Falconi's presentation on The Stockholm Accords
Bled Manifesto (2002)
Summary of the Bled Manifesto
European perspectives overview presentation
ICCO World Report 2010: Public Relations weathers the storm
The public relations industry: UK and global perspectives
Miriam Pelusi's presentation on Italy
Miriam Pelusi's analysis of Italy: Culture, Society, Politics and Media System (Word document)
Bruno Amaral's presentation on values for PR
Assessment information
Terminal assignment
Either:
Practitioner-focused assignment as in the course handbook.
Observation of consultancy discussion around options for European PR management (10 points)
Written business proposal for client (20 points)
Or:
3,000 word academic essay (30 points)
1. Perspectives on European public relations or public affairs
2. Arguments surrounding the development of a global curriculum for public relations / public affairs education
3. Individual essay topic (by agreement with the instructor)
Corporate-activist case study
Nestle: well-known brands
Nestle: strategy 'Health and wellness at the heart of our business' (here)
Economist analysis: The unrepentant chocolatier (subscribers only) (Word file)
Nestle: responsibility statement
Nestle boycott: Wikipedia
Greenpeace claims success in palm oil campaign
Nestle statement on palm oil
Photos
You can download hi-res images here.
Group photo with Toni Muzi Falconi: one, two
Group photo at Edelman Milan
Conference photos at Edelman: one, two, three, four, five, six
Final morning in class: one, two
