Mata kuliah : 00332 - PUBLIC REALTIONS ADVERTISING Tahun : 2010 INTERNATIONAL PUBLIC RELATIONS Pertemuan 8 By: Dr. Drs. Dominikus Tulasi, MM.

Learning Objectives At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving and consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation. Bina Nusantara University

INTERNATIONAL PUBLIC RELATIONS (IPR) IPR is the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations. This is primarily the result of worldwide technological, social, economic, and political changes and the growing understanding that public relations is an essential component of advertising, marketing, and diplomacy. Bina Nusantara University

INTERNATIONAL CORPORATE PR The New Age of Global marketing: American markets, and shrinking cultural differences bringing the “global village” ever closer t reality. Today almost one-third of all U.S. corporate profits are generated through international business. In the case of Coca-Cola, probably the best-known brand name in the world, international sales account for 80% of the company’s operating profit. At the same time, overseas investors are moving into American industry. Bina Nusantara University

INTERNATIONAL CORPORATE PR (1) Language, Cultural Differences, and Other Issues: The problems may be aggravated by conditions such as: Differences in languages and the multiplicity of languages in some countries. Longer chains of command, stretching back to the home country. Evident and subtle differences in customs Bina Nusantara University

The varying levels of development of the media and public relations. Antipathy expressed toward “multinationals,” a pejorative word in many countries A dislike grounded in such factors as national pride. Bina Nusantara University

OPPORTUNITIES IN INTERNATIONAL WORK Foreign PR have been formed in about 70 countries. Many are comparable to the PR Society of America (PRSA); smaller number relate exclusively to the business world, such as the International Association of Business Communicators. There is also the International Public Relations Association (IPRA) that has more than 900 members in 90 nations. Bina Nusantara University

OPPORTUNITIES IN INTERNATIONAL WORK The 1990s, according to many experts, represented a new golden age of global marketing and public relations. Marshall McLuhan ever said: this is the coming era of “Global Village”, means that: there will be a multiplicity of languages, customs, and values that public relations professionals will have to understand. Bina Nusantara University

OPPORTUNITIES IN INTERNATIONAL WORK (1) Many transnational corporations, putting an increased emphasis on international customer relations, are hiring “corporate protocol” officers to be responsible for doing everything from booking hotels, planning bunquets. Paul Finney says; “Corporations tend to fill their protocol jobs with people who have backgrounds in public relations, marketing, and meeting planning and who have a knowledge of the industry.”. Bina Nusantara University

IPRA MEMBERS SHALL ENDEAVOR: To contribute to the achievement of the moral and cultural conditions enabling human beings to reach their full stature and enjoy their right. To establish communication patterns and channels. To conduct himself/herself always and in all circumstances. To bear in mind that, because of the relationship between his/her profession and the public. Bina Nusantara University

IPRA MEMBERS SHALL UNDERTAKE: To observe, in the course of his/her professional duties, the moral principles and rules of the “Universal Declaration of Human Rights.” To pay due regard to, and uphold, human dignity, and recognize the right of each individual to judge for himself/herself. To establish the moral, psychological, and intellectual conditions for dialogue in its true sense. To act, in all circumstances. To carry out his/her undertakings and commitments Bina Nusantara University