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Comm 355 Chapter Assignment
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Image Source: http://mediabuzz.monster.com/benefits/articles/1-global-public-relations-careers
Chapter 14: Global Public Relations
Global Public RelationsGlobal Public Relations
What is Global PR?Who uses Global PR?
Why is Global PR important?
What are some challenges for
global PR?
What is public Diplomacy?
What is an NGO?
Source: http://24.media.tumblr.com/e59c51080e14cee56ce93416cf8055c8/tumblr_mif2opvdSI1r0yjfdo1_250.gif
International Public RelationsInternational Public Relations
A concentrated effort to create and maintain a positive relationship with the citizens of another
country. A.K.A. public relations on an international/global level.
What is Global PR?
Who uses Global PR?
Company
Government
Institution
http://logodatabases.com/ibm-logo.html/ibm-logohttp://www.naturalnews.com/gallery/300X250/Government/American-Flag-Senate-Government-Building.jpghttp://www.modernukraine.eu/wp-content/uploads/2012/12/WTO-globalvoices.org_.au_.pn
Sources:
1/3 of U.S. corporate profits comes from
international business!
Before a public relations team can put together a PR platform, they
must consider the culture that is the focus of the plan. Many public relation specialists begin their
research with Geert Hofstede’s Cultural Dimensions.
Why is Global PR important?
International Corporate PRInternational Corporate PR
Globalization has brought around the need for global public relations. Taking a business
international can be a risky yet profitable move, but differences in language, laws and cultural
customs challenge many risk takers. International companies must create an entirely new platform for their product, and for that, they turn to global
public relations.
5 Cultural Dimensions5 Cultural Dimensions
Power Distancethe public’s tolerance level for centralized
power
Uncertainty Avoidance the society’s tolerance
level for ambiguity
Long-Term/Short-Term Orientation
the society’s use of traditions and ideas from
the past when making decisions in the future
Individualism/Collectivism the degree of loyalty to
oneself versus the loyalty to a larger group
Masculinity/Femininity the focus of the culture on
competitiveness (masculinity) or the focus of a culture on
compassion/nurturing (femininity)
As more and more companies go global, they face obstacles that must be overcome in order to
succeed internationally. Companies rely on Global PR to
overcome these challenges.
What are some challenges for
global PR?
Wal-Mart is the largest global
company in the U.S.!
U.S. Corporations AbroadU.S. Corporations Abroad
Possible problems:1.Competing corporations2.Sustainable development3.Boycotts4.Acting for the good of the company and the host country
What is public Diplomacy?
It is public relations for the government. The United States
Information Agency was the first government “PR Firm.” The
program was terminated in 1999, and its duties were given to the
U.S. Department of State.
Public DiplomacyPublic DiplomacyThe USIA was
created in 1953 by Eisenhower.
Many countries actively lobby the U.S. in order to
create a positive relationship for trade, and
they rely on Global PR to do so.
NGO’SNGO’S
What is an NGO?
What does it have to do with
Global PR?
NGO stands for Nongovernmental
Organizations. These organizations survive due to international support of the
causes.
NGO’s are considered more trustworthy than news media, government, and corporations, so many businesses are working with NGO’s to provide positive
PR for both parties.
Greenpeace and Doctors Without Borders are two big name NGO’s.
See! It wasn’t that hard.
Source: http://24.media.tumblr.com/tumblr_m8071zPjgt1qegorpo1_500.gif