Chapter 1: What is Public Relations?

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C H A P T E R
Global Public Relations
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Context /Environment for IPR

• Globalization
• Culture conflict
• Complex international environment
• Multinational corporations demand PR
• Global arena characterized by
• Disensus vs. consensus,
• Rapid rate vs. stability
• The role of Global integrator

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The main players in IPR

• IGO EU. IMF,WHO,NATO, UN
• INGO Greenpeace, Red Cross
• PR consultancies Edelman, Hill and Knowlton
• Nation states and governments Bush
  Administration in Iraq
• Virtual communities
• MNO Coca-Cola, Microsoft
• Main players invest heavily in developing a
  global image.

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What is Global Public Relations?
Global or international public relations, may be
defined as the planned and organized effort of a
company, institution, or government to establish
and build relationships with the publics of other
nations. These publics, in turn, may be defined
as the various groups of people who are affected
by, or who can affect, the operations of a
particular firm, institution, or government.
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Views from PR scholars

• Relational skills skills of alliance building,
  cooperation, long-term compromise for mutual
  gain. --- J. Grunig (1991)
• Using communication to adapt relationships
  between organizations and their publics. ---
  Botan (1992)
• What global organizations need today are
  mechanisms to build relationships that reduce
  tensions across cultures. --- Kanter (1995)

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• International pr is a program or practice that
  has the opportunity of affecting or being
  affected by publics in more than one country.
• IPR is a process of establishing and maintaining
  relationships with publics in various countries.
• IPR is the extension to or part of the field of
  public relations.

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Defining international public relations

• Interdisciplinary Theoretical Foundations for IPR
  ( Robert Wakefield)
• Pavlik PR rapid growing, least understood
• Global PR
• IPR
• Definition
• Features

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Definition

• International public relations is the planned
  communication activity of an organization, a
  supra or international institution or government
  to create a positive and receptive environment
  through interactions in the target country which
  facilitates objectives without harming the
  interests of the host publics.
• preparative , situational , promotional

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Definition

• Wakefield IPR is a multinational program that
  has certain co-ordination between headquarters
  and various countries where offices and /or
  publics are located, and that has potential
  consequences or results in more than one country.
• Wilcox (2001) the planned and organized effort
  of a company, institution or government to
  establish mutually beneficial relations with the
  publics of other nations
• Culbertson (1996) IPR focuses on the practice of
  public relations in an international or
  cross-cultural context.

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Global Corporate Public Relations

• Fueling the new age of global public relations
  and marketing are
• Satellite television
• Computer networks
• Electronic mail, facsimiles
• Fiber optics
• Cellular telephone systems
• Emerging technologies such as integrated
  services
• digital networks (ISDN), which enable users to
  send
• voice, data, graphics, and video over existing
  copper
• cables

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The Main Players in IPR

• IGO EU. IMF,WHO,NATO, UN
• INGO Greenpeace, Red Cross
• PR consultancies Edelman, Hill and Knowlton
• Nation states and governments Bush
  Administration in Iraq
• Virtual communities
• MNO Coca-Cola, Microsoft
• Main players invest heavily in developing a
  global image.

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Global Corporate Public Relations cont.
Companies operating in other nations are
confronted with essentially the same public
relations challenges as those in the United
States. The objective is to successfully
compete and also to manage conflict, but the task
is more complex on an international and
intercultural level. Public relations
practitioners need to recognize cultural
differences, adapt to local customs, and
understand the finer points of verbal and
nonverbal communication in individual nations.
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Global Corporate Public Relations cont.
Studies of national/cultural differences among
employees around the world back date back to the
1970s. Five basic cultural dimensions (1)
Power distance (2) Individualism (3)
Masculinity/femininity (4) Uncertainty (5)
Long-term/short-term orientation measures
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Global Corporate Public Relations cont.

• Five major reasons for a foreign corporation to
  retain a public relations counsel in the United
  States are
• To hold off protectionist moves threatening
  their
• company or industry
• To defeat legislation affecting the sale of a
  clients
• product
• To provide ongoing information on political,
  legal, and
• commercial developments
• To support expansion of the clients markets in
  the
• United States
• To deal with a crisis situation that threatens
  the
• financial health or reputation of an
  organization

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International Gov. Public Relations
The governments of virtually every country have
one or more departments communicating with other
nations. Much effort and millions of dollars
are spent on the tourism industry, attracting
visitors whose expenditures aid the local
economy. Even larger sums are devoted to
lobbying efforts to obtain favorable legislation
for a countrys products. Conflict and war also
generates public relations efforts by nations to
make their case in the world court of public
opinion.
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International Gov. Public Relations cont.

• What do these countries seek to accomplish?
• To advance political objectives
• To be counseled on the United States probable
• reaction to the client governments projected
  action
• To advance the countrys commercial
• To assist in communications in English
• To counsel and help win understanding and
  support
• on a specific issue
• To help modify laws and regulations inhibiting
  the
• clients activities in the United States

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The Rise of NGOs
Hundreds of nongovernmental organizations (NGOs)
depend on international support for their
programs and causes. Thought leaders trust NGOs
more than government or corporations because they
consider their motivation to be based on morals
rather than profit. There is increasing
evidence that giant corporations are cooperating
with activist NGOs to form more socially
responsible policies.
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Public Relations Dev. In other Nations
On a global basis, public relations as an
occupation and a career has achieved its highest
development in the industrialized nations of the
world. It emerges more readily in nations that
have multiparty political systems, considerable
private ownership of business and industry,
large-scale urbanization, and relatively high per
capita income levels.
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Opportunities in International Work
The 1990s represented a new golden age of global
marketing and public relations. The opening of
the European Market, coupled with economic and
social reforms in East European countries and the
former Soviet Union, hastened the reality of a
global economy.
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Opportunities in International Work cont.
The global village still means that there will
be a multiplicity of languages, customs, and
values that public relations professionals will
have to understand. Fluency in foreign language
is a valued skill but not a prerequisite. What
is also important are backgrounds in
international relations, global marketing
techniques, social and economic geography, and
cross-cultural communication.