In this thesis, three websites are explored in-depth and serve as a case study for an intercultural comparison of websites as public relations tools. The websites of Industrial and Commercial Bank of China (ICBC), Shanghai Pudong Development Bank (SPDB), and Citibank were evaluated for this specific study because they represent three models of current banks operating in a culturally-evolving Chinese society. The two-way symmetrical model of public relations and the personal influence model have provided basic framework for this thesis. To establish the two-way symmetrical public relations via the website, these three banks employ different public relations strategies due to the different organizational structure and operating systems. In addition, culture has played an important role for banks to build relationships with their various publics. Specifically, Confucian ideology, the foundation for Chinese culture, provides insights for this thesis. To cater to the publics, ICBC adhered more strictly to Chinese culture norms, while SPDB's website is a reflection of a hybrid of Western and Chinese culture. Moreover, although Citibank does not make many efforts to culturally cater to its Chinese publics, Citibank successfully built its reputation and image through building a business-oriented and expert website. / Master of Arts

The public relations field is rapidly adopting two-way symmetrical communications as a way to achieve excellence and win-win solutions for multiple publics. This paper focuses on activism and industry public relations approaches involving a group of expert physicians in Houston and the medical devices industry. After exploring two-way symmetrical communications and the Excellence Theory of Public Relations, the paper explores these physicians’ viewpoints and provides an overview of the medical device industry. The discussion then provides public relations suggestions for the physicians to symmetrically approach the industry to create change. Next, the paper recommends how the medical device industry can respond to work with the physicians and to prevent possible public relations damage and crisis. The paper concludes by expressing the importance of applying symmetrical communications methods to solve challenges and create win-win solutions. / text

This study examines the party-controlled communication of the five most important political parties in the North West Province of South Africa during the 1999 general elections. The main assumption is that political parties in developing democracies have a normative obligation to do more than canvas for votes during an election campaign. Political parties should also be instrumental through their communication in fostering a democratic political culture. Central to this argument is the notion that a typical marketing approach is not suitable for an election campaign in a developing democracy. In accordance with the participatory approach to development, it is thus proposed that the two-way symmetrical model for public relations (as proposed by James Grunig) is a more appropriate approach to election campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis on interaction and the establishment of long tern relationships with target publics. Through an extensive qualitative analysis of all relevant material (party manifests, newspaper advertisements, radio advertisements, pamphlets, posters and web pages), it was found that South African political parties placed much less emphasis on the "image" of the party or its leader compared to their American counterparts. However, that did not imply that the substance of the message was emphasised adequately. On the contrary, the political parties participating in the elections in the North-West province generally failed the normative criteria of informing voters and identifying democratic values adequately. Furthermore it was found that the cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues (emotional message), these issues were not explained and contextualised within a developing democracy to the full extend (cognitive message). Therefore the emotional message was not utilised to focus the voter's attention on policy issues and democratic values. In conclusion it is argued that political parties should do much more than merely canvas for votes. They should also empower voters by informing them on their policy issues and highlighting democratic values in society. Only then the new South African democracy will be sustainable. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.

This study examines the party-controlled communication of the five most important political parties in the North West Province of South Africa during the 1999 general elections. The main assumption is that political parties in developing democracies have a normative obligation to do more than canvas for votes during an election campaign. Political parties should also be instrumental through their communication in fostering a democratic political culture. Central to this argument is the notion that a typical marketing approach is not suitable for an election campaign in a developing democracy. In accordance with the participatory approach to development, it is thus proposed that the two-way symmetrical model for public relations (as proposed by James Grunig) is a more appropriate approach to election campaigns. Especially relevant for this study is the two-way symmetrical model's emphasis on interaction and the establishment of long tern relationships with target publics. Through an extensive qualitative analysis of all relevant material (party manifests, newspaper advertisements, radio advertisements, pamphlets, posters and web pages), it was found that South African political parties placed much less emphasis on the "image" of the party or its leader compared to their American counterparts. However, that did not imply that the substance of the message was emphasised adequately. On the contrary, the political parties participating in the elections in the North-West province generally failed the normative criteria of informing voters and identifying democratic values adequately. Furthermore it was found that the cognitive and emotional campaign messages were not fully integrated. While the focus was on typical election issues (emotional message), these issues were not explained and contextualised within a developing democracy to the full extend (cognitive message). Therefore the emotional message was not utilised to focus the voter's attention on policy issues and democratic values. In conclusion it is argued that political parties should do much more than merely canvas for votes. They should also empower voters by informing them on their policy issues and highlighting democratic values in society. Only then the new South African democracy will be sustainable. / Thesis (Ph.D. (Communication Studies))--North-West University, Potchefstroom Campus, 2004.