GlobalMedia: International Public Relations: Case Study of U.S. Military Image in Afghanistan (U6-P4)

A case study is a method of teaching in which students are presented with a problematic scenario or case.  A case is an example or illustration of a problem or challenge.

Case studies are some times used in law classes and some times in public relations classes, for example.

After a case is presented there is a common method used in PR courses.

1. Define/describe the PR problem.
2. Give ways for addressing or solving this problem.
3. List resources needed for implementing solution(s).
4. Give a timetable for implementation.
5. State expected impact of solution.
6. How did you use intercultural skills?

Intercultural skills to keep in mind when working through the international P.R. case

• Be mindful
• Be thoughtful, aware of differences
• Be patience
• It may be difficult at first
• Be open-minded
• Consider other ways of doing things, other views
• Be tolerance of ambiguity
• Things may not make sense. Be comfortable with uncertainty

Now, let's do a case.
Check out the following news videos about three recent incidents between the U.S. military and the people of Afghanistan.  As you are watching these, starting thinking about the above info.  What would you do to rebuild a better relationship between the U.S. military and the people of Afghanistan?

Quran Burning Sparks Angry Afghan Protest (Associated Press - Feb. 2012)


Click on the following links for the two other news videos. Sorry, can't embed them here.

• YouTube - Pentagon denounces Marine urination video (CBS Evening News - Jan. 2012)
• YouTube - Afghan Massacre: Video From Shooting Scene (ABC Evening News - Mar. 2012)

What would you do to rebuild a better relationship between the U.S. military and the people of Afghanistan?

Also, now go through the method given above (i.e., 1. Define/describe the P.R. problem, etc.).  Also don't forget to think about how you'd use your intercultural skills in doing this P.R. work.


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GlobalMedia: Doing Some P.R. Work for the U.S. State Department (U6-P3)

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people have first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
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This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?



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