1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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2. Global Public Relations
Chapter 20
Global Public Relations
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3. Chapter 20 Objectives
Appreciate the practice of public relations in other nations
Know the various cultural values that shape a nation’s communication patterns
Recognize the impact of the global economy and the role that public relations plays in that economy
Recognize ways that foreign governments and corporations attempt to influence U.S. legislation and policies
Appreciate the major role that NGOs now play in shaping public opinion
Understand the job opportunities available in global public relations
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4. What is Global Public Relations?
Global or international public relations, may be defined as the planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations
These publics may be defined as the various groups of people who are affected by/can affect, the operations of a particular firm, institution, or government
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5. Development in Other Nations
Public relations as an occupation is highly developed in the industrialized countries
Developing more rapidly in nations that have
Multiparty political systems
A relatively free press
Considerable private ownership of business and industry
Large-scale urbanization
High per capita income levels
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6. Development in Other Nations Cont…
China
Africa
Australia, Singapore, and Hong Kong
Brazil
India
Japan
Mexico
Middle East
Nordic Countries
Russian Federation and the Former Soviet Republics
Thailand
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7. International Corporate Public Relations
The new age of global marketing
Factors that contributed to the boom in the 1990s
The Internet
Languages and cultural differences
Power distance
Individualism
Masculinity/femininity
Uncertainty avoidance
Long-term versus short-term orientation
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8. International Corporate Public Relations Cont…
Foreign corporations in the United States
U.S. corporations in other nations
Corporations
NGOs
International institutions
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9. Public Relations by Governments
The governments of virtually every country have multiple departments communicating with other nations
Much effort and millions of dollars are spent on the tourism industry
Even larger sums are devoted to lobbying efforts to obtain favorable legislation for a country’s products
Conflict and war also generates public relations efforts by nations to make their case in the world court of public opinion
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10. Goals for Persuasive Communication Campaigns in the U.S.
Advance political objectives
Assess probable U.S. reaction to a projected action by the country
Advance the country’s commercial interests
Assist in communications in English
Help win understanding and support for specific issues
Modify laws and regulation s inhibiting the country’s activities in the U.S.
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11. Problems Firms Encounter When Working for Foreign Governments
Deciding whether to represent the country for a variety of reasons
Persuading the governments to alter some of their practices
Helping officials from countries where press is regulated by the government understand that American press coverage will not necessarily be 100% positive
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12. American Public Diplomacy
Open communication process primarily intended to present American society as context for our concepts of democracy, free trade, and open communication
The United States Information Agency (USIA)
Voice of America (VOA)
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13. Opportunities in International Work
The 1990s represented a new golden age of global marketing and public relations
The opening of the European Market, coupled with economic and social reforms in East European countries and the former Soviet Union, hastened the reality of a global economy
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14. Opportunities in International Work Cont…
The “global village” still means that there will be a multiplicity of languages, customs, and values that public relations professionals will have to understand
Fluency in foreign language is a valued skill but not a prerequisite
What is also important are backgrounds in international relations, global marketing techniques, social and economic geography, and cross-cultural communication
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