THINK Public Relations Wilcox/Cameron/Reber/Shin

Ch 14: Global Public Relations

Overview What is global public relations? Public relations development in other nations International corporate public relations Representing U.S. corporations in other nations Public diplomacy The rise of NGOs Opportunities in international work

Facts from the chapter… Global public relations is also called… (international public relations) About one-third of U.S. corporate profits are generated through ____ business. (international) The communication styles of Asian and Arab nations are considered _____ context. European and American communication styles are considered _____ context. (high / low)

What is Global Public Relations? The planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations ‘Not’ what PR functions are going on internally in other countries – but, we do pay attention to how PR is done in other countries.

Public Relations Development in Other Nations Public relations is now an international enterprise. China, in particular, has a rapidly expanding industry. It has become industrialized. It has embraced a relatively free-market economy. DESPITE remaining a communist government

Questions for thought… What do Americans think of themselves in relation to other countries? What do other countries think of Americans? England / the U.K.; France; Russia ; Japan; China Are we allies with…

Notice in reading: Public Relations Development in Other Nations / Regions China Thailand Japan Australia, Singapore, and Hong Kong Mexico India Brazil Russian Federation Middle East Africa

International Corporate Public Relations In the global age, public relations firms represent foreign interests in the U.S. as well as the interests of American corporations around the world. Headquarters are not necessarily in the U.S.

Facts from the chapter… The role of public relations in globalization (helped open all markets to outside competitors) To whom must public relations professionals explain the benefits of globalization? (companies, NGOs, international entities (WTO) What is the USIA and what do they do? (United States Information Agency ; such things as station of public affairs officers at every American embassy, publish books and magazines, distribute American films and TV programs

Five Cultural Dimensions Hofstede’s five cultural dimensions Power distance Individualism/collectivism Masculinity/femininity Uncertainty avoidance Long-term vs. short-term orientation

Language and Cultural Differences Public relations practitioners must deal with issues related to language and cultural differences.

Some Main Cultural Factors Religion / ideology Political orientation Population Wealth & prosperity ‘Development’ vs. ‘3rd World’ Language and dialect Gender roles Stereotypes

Foreign Corporations in the U.S. Corporations in other countries use public relations and lobbying firms to advance their products, services, and political interests in the U.S.

Representing U.S. Corporations in Other Nations Three key audiences that public relations professionals need to communicate about the benefits of globalization Companies themselves Nongovernmental organizations (NGOs) International institutions

U.S.-Based Global Giants 2016 List: Berkshire Hathaway (Warren Buffet), JP Morgan Chase, Wells Fargo, Apple, ExxonMobile, Bank of America, AT&T, CitiBank, Verizon, Walmart, Microsoft, Alphabet (who is Alphabet?)

Public Diplomacy The U.S. government refers to its international information efforts as “public diplomacy.” To enhance understanding of U.S. culture and promote U.S. foreign policy objectives The United States Information Agency (USIA)

Public Diplomacy Foreign public diplomacy efforts Advance political objectives Ascertain probable U.S. reaction to a projected action Advance the country’s commercial interests Assist with communications in English Convince key publics to support a policy Lobby for changes in legislation in the nation’s self-interests

The Rise of NGOs NGOs depend on international support for their causes. Examples Greenpeace Amnesty International Doctors without Borders Oxfam

What Do You Think? How has new technology enabled NGOs to expand their influence?

Opportunities in International Work New golden age of global marketing Foreign language skills Openness to language and culture Graduate study is an asset.

How does this relate to QEP? Study abroad Career development Job Search PRSA JobCenter Mandy.com Etc. ‘Safe areas’?

Global Scholar Current application deadline just passed ‘full funding’ for study abroad Scholarship for study abroad Choices: (‘history, culture & media’) Ireland (English, Gaelic): $3500 student cost Quebec: (French and some English) $1000 cost Study abroad grant: $1000

### What else about QEP BEA Latin America Multicultural society Global connections and communication Variety of cultural differences and points of view Multinational corporations vs. everyday people Dependence on others instead of self-dependence Investigate that part of what A&M-Commerce offers ###