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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