Globalpr1

• 1. GLOBAL PUBLIC RELATIONS
  KATI VILLAVICENCIO
  AND
  JAMIE FUTRAL
  

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?
4. CORPORATIONS AND GLOBAL PR
5. Corporations

• Almost 1/3 of all US corporate profits are generated through international business.

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
8. UnderstandingCultural Differences
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 notconsidered very important.
The Japanese word no
Individuals dont 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: Thats 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.
15. Representing U.S. Corporations in Foreign Countries

• Four larges US based companies: (according to book)

16. Exxon Mobil 17. General Electric 18. Microsoft 19. Citigroup Representing U.S. corporations in foreign countries
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
NGOs that may benefit Bon Appetit could be:
Results (international)
Sustain (international)
Share our Strengths
Benefits of Globalization
21. The Forbidden Coffee
Globalization
22. INTERNATIONAL GOVERNMENT PUBLIC RELATIONS
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
25. Public Diplomacy
Serving you on Southwest Airlines
26. Public Diplomacy

• USIA- United States Information Agency

27. Broadcast Efforts VOA: Voice of America
28. U.S. FIRMS WORKING FOR FOREIGN GOVERNMENTS
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
31. US Firms working in Foreign Governments

• Deciding to represent a country whose policies or actions reflect on the company

32. Persuading leaders to alter policies so favorable public image sought may reflect reality 33. Deciding to represent countries with unethical leaders 34. Convince officials American Press is independent from government controlProblems
35. NGOs
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 NGOs
36. PUBLIC RELATIONS IN OTHER NATIONS
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
39. Public Relations in Other Nations

• Began in 1990s

40. Jerry Dalton, former PRSA president, claims the fastest growing career field in PR is international work. 41. PR professionals pursuing this type of work need to be bi-lingual or speak multiple languages 42. Competitive, not just Americans who pursue this type of PR
Opportunities in International Work