Part 1: Shyfont is a company in your country. It makes packaged food or skin care products or electronics. (Choose one of these). You are its head of public relations. The company is launching a new item in one of its existing ranges. Write a release of 250 words for the media announcing this product launch. Make up any relevant details. Specify which media you would send this release to. Discuss the advantage to you of getting your story in each of those four sectors. Two weeks after the launch of the product, national media carry a story generated by a consumer group claiming that there is a problem in the Shyfont factory and that the product is unsafe. There is no Shyfont comment in this story. There is no problem in the factory and the story is untrue. Write a 250-word release correcting the public impression of Shyfont. Define which media you would send it to. The media ignore this release. Define what action you will now take to try to persuade the media to take an interest in this story. Discuss why it is important to persuade the media to correct the negative coverage. The Shyfont factory is in a town at the edge of your country, as far away as possible from the capital city where the media are based. Part 2: Write a report for Shyfont’s chief executive describing all the ways in which new media differ from traditional media. In the report, describe how you, as head of public relations for Shyfont, would be affected by each of these aspects of new media.
squares and places are «ours», as well as mirror the world majority. The neighborhood level is moving toward the worldwide level. This can make vulnerability, and new types of aggregate character have turned out to be prevalent – with the goal that previously mentioned «cultural identity», which appears to overlook that «culture» is at initial an individual right and an individual quality, and now and then offers need to the voting demographic of the gathering and not to the individual acknowledgment of a person. (Banús, Enrique) Intercultural exchange appears to recommend that culture is dependably and each time a positive indication of the human soul. After the twentieth century with its Auschwitzs and Gulags a guileless praise of culture and furthermore of discourse is not any more conceivable. The way of life incorporates the best and the most exceedingly terrible made by the individual – and all that what lies between the best and the worst.(Banús, Enrique) In this way, discuss intercultural exchange incorporate talking about the transmission of the essential basic sense to keep away from social relativism and to join resistance and narrow mindedness, to strengthen the ability to defeat separations and fabricate spans. History On the phase of global legislative issues, intercultural discourse initially showed up in express response to Huntington’s hypothesis, Clash of Civilization. It was by the then President of Iran, Mohammad Khatami, who utilized the term of “discourse among civilisations”  in a discourse to the General Assembly of The United Nations On the fourth November 1998, the General Assembly consistently embraced a determination that assigned 2001 as the Year of the ‘Exchange among Civilizations’. Around the same time, on 11 September, with the assaults to the United States, leaving overlooked the “Time of the Dialog among Civilizations”, despite what might be expected, it gave greater perceivability to the future composed by Huntington, what rest of that year was an environment of dread, question and war. Quite a while later, on 2004, another UN activity was propelled under the title “Partnership of Civilizations”, made out of for the most part states, and furthermore a few universal associations, was set up to help an activity in cultivating worldwide collaboration on culturally diverse issues and to advance activities went for empowering exchange and building spans among social orders and networks. In the in the interim, the inquiry has turned into a noteworthy point of convergence for the exercises of UNESCO. UNESCO see’s the social assorted variety and intercultural discourse is one of the primary mainstays of UNESCO’s activity. ‘Defending and advancing social legacy as a common asset for exchange and reasonable advancement, cultivating inventive decent variety, countering obliviousness and narrow mindedness, reinforcing intercultural skills: all assume a determinant part for intercultural discourse. Inside this bigger structure, which additionally includes interreligious discourse, uncommon concentration is put to support social pluralism at the nearby, territorial and national level and in addition provincial and sub-local activities, featuring the significance of exchanges and trades between societies.’  Furthermore, by reaffirming the significance of culture, UNESCO received ‘The Universal Declaration on Cultural Diversity’ at the UNESCO General Conference in November 2001(UNESCO, 2002) and reaffirmed all the more as of late by the Convention on the Protection and Promotion of the Diversity of Cultural Expressions (UNESCO, 2005). It sees social decent variety as the basic legacy which joins humankind, a wellspring of individual yet in addition aggregate riches. It is “as essential for mankind as biodiversity is for nature”, is a piece of the vote based system of society, and one of the underlying foundations of financial and in addition self-awareness (UNESCO, 2002, Articles 1, 2 and 3). All individuals have the privilege to social articulation in their dialect of decision, and have the privilege to get to the methods for articulation and dispersal of their way of life (Articles 5 and 6). Essentially, social rights are viewed as a “moral goal” suggesting “acommitment to human rights and major opportunities, specifically the privileges of people having a place with minorities and those of indigenous people groups” (Article 4). Social trade is key to the Universal Declaration on Cultural Diversity. Delivered in the fallout of the September eleventh fear monger assault on the WorldTrade Center, the Declaration speaks to a dismissal of ethnic scorn and a confirmation of intercultural discourse as a certification of peace (Matsuura, forward to UNESCO,2002). In addition, intercultural discourse is viewed as fundamental for inventiveness which, however having its underlying foundations in social custom, additionally “thrives in contact with different societies” (Article 7). The United States has frequently been portrayed as the world’s mixture, however the terms of the open deliberation in Europe are to some degree extraordinary.  Truly, the European experience has been of rich learning society process in the target to exist together, paying little heed to the political, religious, phonetic and social contrasts. Probably the most forceful and rough occasions on the planet occurred between the nations of the EU, and after the second world war a peacefull conjunction was not only an expectation, but rather a prompt need. Europe, next to the majority of their issues, can be caraterized now as a serene, financially effective and progressively politically coordinated condition. Be that as it may, the test of ‘alternate’ has not left nonetheless. In the event that anything, with each passing broadening, with each political emergencies, with each financial circumstance, the difficulties that face Europe develop. “Intercultural Dialog can be viewed as one of the approaches to advance shared comprehension, to a superior living respectively and a solid dynamic feeling of European citizenship and having a place.” By correlation with other universal associations, the European Union has not given wide open regard for intercultural discourse than as of not long ago, except for Commission President Jacques Delors’ drive ‘A Soul for Europe’ in 1992  , which accepted on the Europe’ development of a something above financial matters and legitimate exchanged framework, his point was to manufacture an otherworldly and moral measurement to the EU. The Council of Europe can be depicted as an association that has incredible impact in the intercultural discourse, giving it hight political significance. It adds deeply of the Council of Europe, to be specific safeguarding and advancing human rights, majority rules system and the control of law. The First Summit of Heads of State and Government of part states on 1993, which certified that social assorted variety described Europe’s rich legacy and that resistance was the certification of an open society, prompted the Framework Convention for the Protection of National Minorities on 1995, the foundation of the European Commission against Racism and Intolerance and the starting of the European Youth Campaign against bigotry, hostile to Semitism, xenophobia and prejudice, “All Different – All Equal”.  The Third Summit of the Heads of State and Government on 2005 recognized intercultural discourse as a methods for advancing mindfulness, comprehension, compromise and resilience, and additionally anticipating clashes and guaranteeing coordination and the attachment of society. It was additionally the Council of Europe on 2008, that set forward “the religious measurement of intercultural discourse”; whereby religion is considered to constitute one conceivable distinction in character, close by “ethnic, social, or semantic foundations”.  Even along these lines, by this definition, intercultural discourse is enigmatically characterized as a trade of perspectives between various people or gatherings at various levels: “inside social orders, between the social orders of Europe and amongst Europe and the more extensive world” (Council of Europe 2008). On EU dynamic, one imperative report that identifies with the significance of the intercultural discourse is the White Paper  . His goal is to detail a lucid and long haul strategy for the advancement of intercultural exchange inside Europe and amongst Europe and its neighboring districts, the Council of Europe is setting up a “White Paper on Intercultural Dialog”.  “White Paper on Intercultural Dialog”, determinedly contends, for the sake of the legislatures of the 47 part conditions of the Council of Europe, that the basic fate of EU relies upon the capacity to protect and create human rights, as cherished in the European Convention on Human Rights, majority rules system and the manage of law and to advance shared comprehension. It reasons that the intercultural approach offers a forward-looking model for overseeing social assorted variety. It proposes an origination in view of individual human nobility, grasping their normal mankind and basic fate. It attests that if there is an European personality to be acknowledged, it will be founded on shared major qualities, regard for normal legacy and social assorted variety and additionally regard for the equivalent nobility of each person.  The White Paper is routed to arrangement producers and professionals at national, local and neighborhood levels, to whom it will give rules and logical and methodological devices for the advancement of intercultural discourse. The White Paper on Intercultural Dialog of the Council of Europe will figure the political introductions of the Organization around there. It will likewise fill in as a source of perspective record for activity at national, territorial and neighborhood levels. The White Paper will assess the aftereffects of ongoing exercises of the Council of Europe, of cases of good practice and late logical investigations on intercultural discourse, and will detail the conclusions to be drawn for their usage. The White Paper will detail a long haul vision of what is not out of the ordinary from an approach advancing intercultural exchange inside European social orders, crosswise over national fringes and amongst Europe and neighboring locales. The White Paper will propose approaches and activities that the different stake>