Going Global Public Relations

Going GlobalKevin M Brett

November 14, 2012

“Shaken, Not Stirred…”

• Istanbul, Turkey• M16 Hdqrs.• Shanghai, China• Macau, China• London “Tube”• Scottish Highlands• “Skyfall”

Globalization: A Fact of Life

• “The World is Flat”• Digital Communication• Two-Way Symmetrical• English: Lingua Franca?• Anywhere in One Day• Outsourcing/Insourcing

Worldwide Competition• Olympics • World Cup• Grand Slams• Intellectual Property • Subsidized Businesses• Tech Transfer• New Middle Classes• Protectionism• Free Markets?

“Business Is War”• No Biz Is Totally Safe• Everything is in Play• Faced Extinction• Predatory Pricing• Sanctions• Temporary Peace

Respecting Culture vs. Going Native

• Speak the Language?• Understand Culture?• Local Media?• Frustrate Easily?• Politeness• Patience

Geert Hofstede: Cultural Dimensions Theory

• Five Dimensions• Power Distance• Individualism• Uncertainty Avoidance• Masculinity• Long-Term Orientation

Power DistanceHigh

• Mexico• Saudi Arabia• China

Low• United States• Austria• Israel

Individualism/Collectivism

Individualism• United States• Canada• Western Europe

Collectivism• China• Japan• Russia• Latin America

Uncertainty AvoidanceTolerant

• United States• Great Britain• Sweden

Intolerant• Japan• China• Greece

Masculinity/Femininity

Competitive• Germany*• Japan• United Kingdom

Compassion• Sweden• Netherlands• Spain

Long Term/Short Term

Long Term• China• Japan• Hong Kong

Short Term• United States• Canada• Western Europe

Foreign Corrupt Practices Act

• Since 1977, Illegal Under U.S. Law to Bribe Foreign Officials

• Arose From “Bananagate”• Lockheed Scandals• Allows “Grease” or Facilitation Payments (e.g., US

Passport, $60)• What About “Jollies?”• “Transportation Money?”

Working Overseas?

• Corporations (e.g., US-Based; Foreign Based)

• Public Relations Agencies (e.g., Edelman, 40+ Offices Around the World, 4,000 Employees)

• NGOs (e.g., Red Cross, Amnesty International, Greenpeace…)

• Multilateral Approaches (e.g., UN, EU, ASEAN)

• Speak the Language; Respect the Culture