Ch. 20: Global Public Relations
Global PR (International PR): Planned and organized efforts of a company, institution, or government to establish and build relationships with the publics of other nations
- There isn’t a word for “public relations” in every language
- In nations with: (1) multiparty systems (2) relatively free press (3) private business (4) large-scale urbanisation (5) relatively high per-capita income levels (= literacy and education)
International Corporate PR
- Almost 1/3 of all U.S. corporate profits come from international business
- Have to communicate with 400 million people, 25 countries, multiple languages
- Have to be aware of language/cultural differences
- Power distance, individualism, masculinity/femininity, uncertainty avoidance, long-term vs. short-term orientation (Americans are short-term)
- 5 reasons international companies retain PR counsels in the U.S.
- Hold off threatening protectionist moves
- Defeat legislation that could affect sales
- Provide ongoing info about political, legal, commercial, developments
- Deal with crisis situations that threaten financial health or reputation
- 3 groups PR pros must communicate benefits of globalization to
- Corporations: international capitalism bad, social responsibility good
- NGOs: important “seal of approval” for branding
- International institutions: increased transparency is essential
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