Global Reputation Management/Nonprofit PR (20, 21)

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

Social Media Management (13)

Chapter 13: The Internet & Social Media

Webcasts: any event that involves transmission of information to larger audience

• Can be simple audio or complex audio/visual with PowerPoint and follow-up questions
• 90% use for anything from employee training, briefings, press conferences
• Example of a good one: U.S. Bureau of Engraving

Blogs: post commentary and opinions on various topics

• Ben King, Financial Times: “the exchange of links, comments, and trackbacks knit individual blogs into a dense network of mutual reference and endorsement . . . for bloggers who get it right”
• Organizational Blogs: usually written by executives, official voice of an organization; provide information the audience can use
• Employee Blogs: there are concerns here with liability and proprietary information; transparency, discretion, and identification is key
• Third-Party Blogs: organizations need to monitor/respond to references in other blogs; establish relationships with most relevant/influential bloggers

Research and Planning (5, 6)

Chapter 5

Research is the first steps or groundwork to communications strategies, and is required at almost every strategy level. Research achieves credibility with management, defines/segments audiences, helps to formulate strategy and test messages, prevents crises, and helps management keep in touch, it monitors competition, sways public opinions, and generates publicity. Research may be primary or secondary, qualitative or quantitative. Primary research involved the PR firm directly contacting its target audience via focus groups, interviews, surveys, and observation. Secondary research is when the PR professional analyses research data that comes from another source such as the government or other firms. This may be in online databases, speeches and policy statements, or from the internet. Qualitative research focuses on attitudes and perceptions, and may include content analysis, interviews, focus groups, copy testing, and ethnographic techniques. Quantitative research is based in facts and figures, and relies on precise, scientific polls and surveys. Proper survey creation and distribution is critical, as they want to make sure they reach their audiences and gather the necessary information that will be helpful to the firm.