Public Relations
International Public RelationsBasics of International Public Relations
Each nation/country conducts public relations different than the other The American workforce has become more diverse. It is no longer predominantly white and male. Women comprise 1/2 of the workforce U.S. census says that by 2050, there will be no ethnic majority Public Relations & Global MarketingFor decades, hundreds of US-based companies have engaged in international public relations with an explosion in the 1990s What caused the swell? 24-hour news and financial markets Growth of foreign companies in traditionally American markets The advent of the global village -- many cultures, races, and ethnicities blending According to Public Relations: Strategies and Tactics by Wilcox, 15 largest PR firms now generate between 30 and 40 percent of their fees outside of the US Differences in languages, laws, and cultures create problems PR professionals dealing with international PR need to immerse themselves in the culture and to think and act globally rather than locally Some organizations provide training through tapes, seminars, and on-site visits Although Europe tries to promote itself as a single entity, you must remember that it is made up of several countries How to you manage international PRRecognize cultural differences Adapt to local customs Understand the verbal and non-verbal communication In Asia-Pac countries, for example, words are often implicit rather than explicit. This means they often relate to the surrounding environment rather than meaning exactly what you say Americans are often direct and blunt Teamwork is more important than being right Individuals don’t want to offend Language BarriersCalzones in English mean a pizza product. In Spanish it means underwear Got Milk? Translates to “Are you lactating?” in Spanish Surnames comes first in the Chinese language. So, you must use this name to greet on first meeting rather than the first name Thumbs up in US means good job. It is considered offensive in some cultures The OK symbol (thumb and finger) are also offensive White means death in most Asian countries, white means purity in the US German and Swiss prefer to use last names in public In Latin America, a hug is standard unlike the US Some countries have two to four national languages Never assume that everyone speaks English or accepts English materials Why engage in international PR?Build brand awareness Build corporate reputation in existing markets or new markets Introduce new products or services Influence laws or financial regulations that may effect organization Protection of international employees For the US, it is not only about relationship building, but also confidence building Representing the United StatesMost nations engage public relations professionals or firms to represent them Millions are spent on tourism and lobbying efforts Trying to attract visitors to their country Importing and exporting of goods and services The US government conducts the most international public relations efforts Typically called public diplomacy Promote American values, trades and other forms of communication Began during WWI with Committee on Public Information In 1943, Voice of America began to serve as the voice of the United States abroad In 1953, President Eisenhower created the United States Information Agency (USIA) Following WWII to combat the ‘Cold War’ the USIA Stationed public affairs officers where embassies were located Publication of books and magazines Distribution of American films and TV programs Sponsorship of tours (USO) And much more Representing Foreign GovernmentSeveral US-based PR firms represent other countries The objective is to influence foreign policy, generate favorable opinion, or encourage trade Under the Foreign Agents Registration Act of 1938, all legal, fundraising, PR, and lobbying consultants hired by foreign governments must be registered with the Department of Justice When representing a foreign government, firms and individuals must consider: Record of civil liberties Educating that press cannot and should not be controlled by the government ExamplesThe Pew Center measures the US’ image - http://pewglobal.org/reports/display.php?PageID=825
|
