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

Baby Milk Action

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