1. Chap. 14 – Emerging Trends Global Public Relations 1

2. Overarching Trends Trends that spawned PR continue apace Trends that spawned PR continue apace Democracy, in various forms, spreading globally Democracy, in various forms, spreading globally Technological advances, including in communication, accelerating Technological advances, including in communication, accelerating Higher expectations for social responsibility by all organizations Higher expectations for social responsibility by all organizations 2

3. Newer Trends Rise in multiculturalism complicates public relations activities Rise in multiculturalism complicates public relations activities Backlash in opposition to globalism and perceived western cultural dominance Backlash in opposition to globalism and perceived western cultural dominance Spread of virtual communities; information overload; message clutter Spread of virtual communities; information overload; message clutter WOM and viral campaigns WOM and viral campaigns 3

4. Global Complexity Immigration and “cultural fusion” Immigration and “cultural fusion” Results vary in U.S., Europe, elsewhere Results vary in U.S., Europe, elsewhere E.g., Hispanic population in U.S.; Middle Eastern population expanding in Europe E.g., Hispanic population in U.S.; Middle Eastern population expanding in Europe Campaigns seek common ground among widely diverse cultures Campaigns seek common ground among widely diverse cultures Key is localization, relationship building, sensitivity to cultural differences Key is localization, relationship building, sensitivity to cultural differences 4

5. Points to Consider 92% of world’s 5.9 billion consumers do not speak or read English; perhaps western PR models are inappropriate as well 92% of world’s 5.9 billion consumers do not speak or read English; perhaps western PR models are inappropriate as well Vastly multiplied media sources available; not all are viewed with equal trust Vastly multiplied media sources available; not all are viewed with equal trust Consumer and investor decisions increasingly based on perception of CSR Consumer and investor decisions increasingly based on perception of CSR 5

6. PR’s Potential Role in Public Diplomacy Private Sector Summit, 2007 Private Sector Summit, 2007 Private Sector Summit Private Sector Summit Public diplomacy as a component of business practice Public diplomacy as a component of business practice Collaborative effort involving corporations, nonprofits, governments Collaborative effort involving corporations, nonprofits, governments Summit focused on U.S., but could project to global effort Summit focused on U.S., but could project to global effort 6

7. Activism On the Rise 40,000 NGOs internationally 40,000 NGOs internationally Technical communication tools multiply effects and permit unmediated message distribution Technical communication tools multiply effects and permit unmediated message distribution Crucial to engage groups Crucial to engage groups 7

8. Spectrum of New Media Corporate presence seen on YouTube, Facebook, similar sites Corporate presence seen on YouTube, Facebook, similar sites Product placement in video games Product placement in video games Cell phones supplying news video Cell phones supplying news video Multimedia news releases (MNRs) Multimedia news releases (MNRs) Impact on crisis dynamics and crisis management Impact on crisis dynamics and crisis management Raise new issues with PR ethics Raise new issues with PR ethics 8

9. Challenges to the Profession Pursuing gender and ethnic diversity Pursuing gender and ethnic diversity Demonstrating PR’s value to organizations and societies Demonstrating PR’s value to organizations and societies Improving measurement and evaluation Improving measurement and evaluation Continual review of university curricula Continual review of university curricula 9