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11 Cards in this Set
- Front
- Back
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Definition: 2 Ways
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Planned and organized effort of a company, institution or government to establish mutually beneficial relationships with the public's of other nations
PR practices of another country's companies (Ex. German co.) |
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Development in Other Nations
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Develop more quickly with:
- Multi-party political systems - Relatively free press - Considerable private ownership of business - Large-scale urbanization - Relatively high per capita income (affect literacy, education) Co-op in foreign countries: Porter Novelli and Blue Focus in China |
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International Corporate PR
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New Age of Global Marketing
Increase in international trade 30% of US profits from international; Coke 70% 15%-20% of a US company's stock held abroad Large PR firms: 30%-40% fees outside Internet: Fueling change, Ex. Hill&Knowlton satellite transmission system |
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Language and Cultural Differences
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Verbal and non-verbal issues
Non-West: high context; West: low context Ex. Group harmony, loss of face, "Got milk", calzones, thumbs up, Nova Hofstede's 5 Cultural Dimension |
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Hofstede's 5 Cultural Dimension
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Power distance: tolerance to unequal distribution
Individualism: self vs. group Masculinity/Femininity: cognitive vs. compassion Uncertainty avoidance: tolerate ambiguity Long-term vs. Short-term Orientation: view of future, long or short |
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Foreign Corporations in the US
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Biggest: UK, German, Swiss and Japanese companies
Hold off protectionist moves Legislation affecting sale of products Info on social, political, commercial Expansion of markets Deal with crisis situation that threatens organization |
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US Corporations in Other Nations
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Key messages in US, local translate and implement
Communicate benefits of global market Need to communicate benefits of globalization to 3 groups - Companies themselves: overcome bad image abroad of it - Work with NGOs: Greenpeace, Oceana, cooperation - International institutions: Confidence building; World Trade Organization (WTO), International Monetary Fund (IMF) |
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Public Relations by Governments
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Foreign countries engage in PR in US; US Firm hired
Foreign Agents Registration Act of 1938: actions, comp, expenses Why - Advance political objectives - Assess US reaction - Advance commercial objectives - Assist in communications in English - Win understanding and support of issues that undermine interests - Modify laws and regulations inhibiting activities in US |
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Public Relations by Governments
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Problem areas
Decide whether to represent: Ex. Human rights issues Persuade country to alter practices Convince country US press is free; can't control news Decide whether to represent country associated with other problem country: Ex. Ecuador and Venezuela |
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American Public Diplomacy
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USIA: Flow out of CPI and OWI
Switch functions to Dept. of State in 1999 Distribute American message, Ex. VOA Recent: Radio Sawa in Middle East; Radio Farda in Iran; TV: Al Hurra; complete with Al Jazeera |
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Opportunities in International Work
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Growth area
Ex. Corporate protocol offices in companies Government work: US Foreign Service Officers Exam Decide early: PR, language, social, political, economic, cultural, live abroad |
