2. Defining Global PR The planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations. What is Global PR?
3. Defining Global PR The various groups of people who are affected by, or who can affect, the operations of a particular firm, institution, or government Who are the Publics?
6. Overseas investing is beneficial for both participants and is extremely common among US corporations and Foreign corporations.Corporationsworkingtogether for profit: - Bon Appetit and internationallyrenownedcoffeebrand, Starbucks, collaboratein a new and innovativeway: http://www.youtube.com/watch?v=N_G6Fc9IzQI Global PR Makes Profit
7. Corporations Satellite television Computer networks Electronic mail Fax Fiber optics Cell phones Integrated Services Digital Networks (ISDN): enable users to send voice, data, video, and graphics over existing copper cables Bon Appetit Magazine utilizes social networks such as Facebook, Twitter, and FourSquared to promote the magazine. They also have collaborated with Epicurious.com in the form of a mobile application for recipes and culinary advice/resources. (Available for cell phones and tablet devices) New Technologies
9. Understanding Cultural Differences How many different versions of Vogue Magazine are currently published around the world? Vogue currently publishes 12 Different versions of the magazine in 11 different languages. USA, United Kingdom, Mexico, Australia, Italy, Taiwan, Korea, Japan, France, Greece, India, China Quick Quiz
10. Understanding Cultural Differences High Context: The meaning of the spoken word is often implicit and based on the environmental context and relationship rather than on explicit categorical statements Asian and Arab Cultures A social relationship must be established before business is conducted. Handshake may take the place of a legal document Being on time to a meeting is not considered very important. The Japanese word “no” Individuals don’t want to offend so a person will never say no outright. They may, for example, say “that may be very difficult” instead. Low context communications Western cultures Great emphasis is placed on exact words and the receiver is expected to derive most of the meaning from the written or verbalized statements, not from behavioral cues Perceived (by high-context) as more opinionated, focused, and eager to get to the point High Context vs. Low Context
11. Understanding Cultural Differences Power Distance Measure how tolerant a society is about unequally distributed decision-making power Management makes all the decisions, little input from employees Individualism Contrasted with collectivism, pits loyalty to ones self against loyalty to a large group (US gravitate towards individualism) Masculinity/Femininity Contrasts competitiveness against compassion and nurturing (the US is a masculine nation) Uncertainty avoidance Measure how well a society tolerates ambiguity (US tolerates uncertainty) Long-term/short-term orientation Measures a societies willingness to consider traditions of the past and carry them into the future (US has short-term orientation) Five basic cultural dimensions
12. Understanding Cultural Differences Language challenge: Do you know the alternative meaning? 1. In England, a “rubber” is a/an _________. Eraser 2. In Spain, “Calzone means ________. Underwear 3. What does the famous phrase “Got Milk?” mean to many Spanish speakers (when directly translated)? “Are you lactating?” This presents problems especially for industries such as the magazine industry (Conde Nast, publisher of Bon Appetit) where word choice and language can be easily misunderstood. An ad in the magazine or campaign promoting the publications must be carefully worded, taking into consideration foreign nations. Quick Quiz
13. True or False: “That’s Offensive! “ Understanding Cultural Differences 5. The Chinese think numbered tabled appear to rank guests so prefer to name them rather than assign numbers (at an event) - True 6. Americans are fond of last names but it is not proper business etiquette in Europe and Asian unless you have been given permission. - False: First names 7. Gift giving is uncommon in Asian cultures. Executives find it offensive to exchange gifts with coworkers, especially those of lower ranking. - False: When meeting for the first time, executives exchange gifts as a way of building a social relationship Quick Quiz (cont.)
14. Representing Foreign Corporations in the US Lobbying Corporations and industries in other countries frequently employ public relations lobby firms to advance their products, services and political interests in the US Some reasons for Foreign Companies to retain public relations counsel in the US To provide ongoing information on political, legal and commercial developments in the US that could bear on the clients business interest To support expansion of the client markets in the US To deal with a crisis situation that threatens the financial health or reputation of the organization Representing foreign corporations in the U.S.
20. Globalization Globalization brings success in shareholder value, revenue, operational efficiencies, higher employee morale and productivity, and corporate reputation NGOs (non-governmental organizations) are important seals of approval for brands Allow for the use of their logos (examples: World Wildlife Fund and Greenpeace) Can show products and services as being produced in socially responsible and environmentally friendly ways NGO’s that may benefit Bon Appetit could be: Results (international) Sustain (international) Share our Strengths Benefits of Globalization
23. International Government PR Tourism Lobbying Conflict and War Israeli- Palestinian Conflict How might a PR practitioner be influential in other countries?
24. PUBLIC DIPLOMACY Communication with foreign publics to inform and influence
29. US Firms working in Foreign Governments Examples: Hill and Knowlton BursonMarsteller Ruder Finn Rotman Goals: Influence US foreign policy, Generate tourism, Create favorable public opinion, Encourage trade Examples and Goals
30. US Firms working in Foreign Governments What are some ethical problems these firms may face? Quick Quiz
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32. Persuading leaders to alter policies so favorable public image sought may reflect reality
35. NGO’s Non-Governmental Organizations Depend on international support for their programs and causes Examples: Greenpeace, Amnesty international, doctors without borders, Oxfam, and a large number of groups opposed to globalization Perceived to be more credible than the news media or corporations when it came to issues such as Labor, Health, and the Environment Perceived to be motivated by morals rather than profit Rise of NGO’s
37. Public Relations in Other Nations Which country has seen a large increase in public relations recently? Answer: China- Second largest PR market in Asia after Japan Quick Quiz
38. Public Relations in Other Nations Brazil India Japan Middle East South Africa Australia Russia Other Countries on the Rise
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40. Jerry Dalton, former PRSA president, claims the fastest growing career field in PR is international work.
42. Competitive, not just Americans who pursue this type of PR Opportunities in International Work
Hinweis der Redaktion
Results: An international grassroots citizens' group dedicated to lobbying to create the political will to end hunger and the worst aspects of poverty.Sustain: uses science and technology to improve nutrition in developing countries Share our Strengths: anti-hunger, anti-poverty organization, works with individuals in the culinary industry to organize events, host dinners, teach cooking and nutrition classes to low-income families, and serve as anti-hunger advocates.
