Chap. 1 -- Common Chap. 1 -- Common GroundGround

Global Public RelationsGlobal Public Relations

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Describing Public RelationsDescribing Public Relations

Common elementsCommon elements A management functionA management function Two-way communicationTwo-way communication Planned activityPlanned activity Research-basedResearch-based Socially responsibleSocially responsible

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ComponentsComponents

Media relationsMedia relations Internal (employee/member) relationsInternal (employee/member) relations Community relationsCommunity relations Investor relationsInvestor relations Crisis communication planning & Crisis communication planning &

managementmanagement Advice and counsel to organizational Advice and counsel to organizational

leadersleaders

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Principles of ExcellencePrinciples of Excellence

Involvement in strategic managementInvolvement in strategic management Direct reporting to senior leadershipDirect reporting to senior leadership Integrated communication functionsIntegrated communication functions Distinct/separate from other functionsDistinct/separate from other functions Qualified PR managersQualified PR managers 2-way symmetric model (external and 2-way symmetric model (external and

internal)internal) Diverse organizationDiverse organization

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Two Basic Levels of PRTwo Basic Levels of PR

TechnicianTechnician Entry-levelEntry-level Application of PR Application of PR

“tools”“tools” Writing, editorialWriting, editorial ““As directed”As directed”

ManagerManager Strategic planningStrategic planning ResearchResearch EvaluationEvaluation CounselingCounseling Decision-making Decision-making

processprocess

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Most Important SkillsMost Important Skills

WritingWriting VerbalVerbal Business senseBusiness sense Work in teamsWork in teams Social senseSocial sense Time managementTime management Cross-culturalCross-cultural

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PR distinct from journalismPR distinct from journalism

SimilaritiesSimilarities Writing common to Writing common to

bothboth Gathering Gathering

informationinformation Working to Working to

deadlinedeadline Journalists in PRJournalists in PR

DifferencesDifferences Scope: PR is Scope: PR is

broaderbroader Objective: PR is Objective: PR is

persuasivepersuasive Audiences: PR Audiences: PR

segmentssegments Channels: PR uses Channels: PR uses

multiple channelsmultiple channels77

PR distinct from advertisingPR distinct from advertising

Both rely on mediaBoth rely on media Advertising is controlled by communicatorAdvertising is controlled by communicator

Organization controls content, placementOrganization controls content, placement Pay for advertisingPay for advertising Advertising narrow in scope and purposeAdvertising narrow in scope and purpose Short-term sales objective for advertisingShort-term sales objective for advertising Need to evaluate impact in terms of salesNeed to evaluate impact in terms of sales Advertising is one-way communicationAdvertising is one-way communication

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PR distinct from marketingPR distinct from marketing

Marketing is consumer/customer-Marketing is consumer/customer-limitedlimited

Marketing aimed at selling products Marketing aimed at selling products and servicesand services

Both persuasive, but PR fosters Both persuasive, but PR fosters dialoguedialogue

PR can support marketingPR can support marketing

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Different cultures -- Different cultures -- different approachesdifferent approaches

Language is one small partLanguage is one small part Other forces create differencesOther forces create differences

HistoryHistory EcologyEcology TechnologyTechnology InstitutionsInstitutions CultureCulture

Need to understand; avoid Need to understand; avoid ethnocentrismethnocentrism

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Your international PR Your international PR assignmentassignment

Learn about cultural patterns you Learn about cultural patterns you will encounterwill encounter

Study patterns of your own Study patterns of your own cultureculture

Reflect on your own personal Reflect on your own personal patternspatterns

Compare your patterns to new Compare your patterns to new culture; identify differencesculture; identify differences

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Guidelines for successGuidelines for success

Experience countsExperience counts Global vision, local touchGlobal vision, local touch Language, cultural study; Language, cultural study;

professional activities -- professional activities -- continuouslycontinuously

Issues cross borders quicklyIssues cross borders quickly Stick to principlesStick to principles

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Competence spiralCompetence spiral

AssignmentAssignmentseekingseeking

InternationalInternationalAssignmentAssignment

Success,Success,SatisfactionSatisfaction

ImprovedImprovedculturalculturalcompetencecompetence

Initial Initial preparationpreparation

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