Chap Common Ground Global Public Relations 1

Describing Public Relations Common elements Common elements A management function A management function Two-way communication Two-way communication Planned activity Planned activity Research-based Research-based Socially responsible Socially responsible 2

Components Media relations Media relations Internal (employee/member) relations Internal (employee/member) relations Community relations Community relations Investor relations Investor relations Crisis communication planning & management Crisis communication planning & management Advice and counsel to organizational leaders Advice and counsel to organizational leaders 3

Principles of Excellence Involvement in strategic management Involvement in strategic management Direct reporting to senior leadership Direct reporting to senior leadership Integrated communication functions Integrated communication functions Distinct/separate from other functions Distinct/separate from other functions Qualified PR managers Qualified PR managers 2-way symmetric model (external and internal) 2-way symmetric model (external and internal) Diverse organization Diverse organization 4

Two Basic Levels of PR Technician Technician Entry-level Entry-level Application of PR “tools” Application of PR “tools” Writing, editorial Writing, editorial “As directed” “As directed” Manager Manager Strategic planning Research Evaluation Counseling Decision-making process 5

Most Important Skills Writing Writing Verbal Verbal Business sense Business sense Work in teams Work in teams Social sense Social sense Time management Time management Cross-cultural Cross-cultural 6

PR distinct from journalism Similarities Writing common to both Writing common to both Gathering information Gathering information Working to deadline Working to deadline Journalists in PR Journalists in PRDifferences Scope: PR is broader Scope: PR is broader Objective: PR is persuasive Objective: PR is persuasive Audiences: PR segments Audiences: PR segments Channels: PR uses multiple channels Channels: PR uses multiple channels 7

PR distinct from advertising Both rely on media Both rely on media Advertising is controlled by communicator Advertising is controlled by communicator Organization controls content, placement Organization controls content, placement Pay for advertising Pay for advertising Advertising narrow in scope and purpose Advertising narrow in scope and purpose Short-term sales objective for advertising Short-term sales objective for advertising Need to evaluate impact in terms of sales Need to evaluate impact in terms of sales Advertising is one-way communication Advertising is one-way communication 8

PR distinct from marketing Marketing is consumer/customer-limited Marketing is consumer/customer-limited Marketing aimed at selling products and services Marketing aimed at selling products and services Both persuasive, but PR fosters dialogue Both persuasive, but PR fosters dialogue PR can support marketing PR can support marketing 9

Different cultures -- different approaches Language is one small part Language is one small part Other forces create differences Other forces create differences History History Ecology Ecology Technology Technology Institutions Institutions Culture Culture Need to understand; avoid ethnocentrism Need to understand; avoid ethnocentrism 10

Your international PR assignment Learn about cultural patterns you will encounter Learn about cultural patterns you will encounter Study patterns of your own culture Study patterns of your own culture Reflect on your own personal patterns Reflect on your own personal patterns Compare your patterns to new culture; identify differences Compare your patterns to new culture; identify differences 11

Guidelines for success Experience counts Experience counts Global vision, local touch Global vision, local touch Language, cultural study; professional activities -- continuously Language, cultural study; professional activities -- continuously Issues cross borders quickly Issues cross borders quickly Stick to principles Stick to principles 12

Competence spiral Assignmentseeking InternationalAssignment Success,Satisfaction Improvedculturalcompetence Initial preparation 13