international public relations

Chapter 15: International Public Relations

A. Definition: Efforts to establish mutually beneficial relations with the publics of other nationsB. International Corporate Public Relations

1. New age of global marketing

a.  Extensive international business. Two-thirds of U.S. corporate profits generated through int’l business. 80% of Coke’s profit was from outside the U.S. Increasing foreign investors in U.S. as well. Leading countries: UK, Japan, the Netherlands.
b.  Major Ads/PR agencies generate more than 40% of fees overseas.
c.  New technologies (satellite TV, Internet) facilitate int’l efforts
d.  Cross-national, cross-cultural poses challenges

2. Language, culture, and other problems

a. U.S. companies in other countries seek

1. Formation of Favorable Climate
2. Monitoring potential adverse situations
3. Crisis Management

b. Problems include:

--Language Differences
--Long Chains of Command
--Different Customs
--Varying Levels of Development of Media   and Public Relations
--Antipathy/apprehension toward U.S. companies, concerning cultural, economic, political, and military influence

3.  PR Representing Foreign Corporations in U.S.

a. To Hold Off Protectionist Moves
b.  To Defeat Legislation Affecting Product Sales
c.  To Support Expansion of Markets in U.S.
d.  To Monifor U.S. Environment Affecting a Client Business

4. PR Representing U.S. Corps. in Other Countries

a. PR is most developed in industrialized, Western countries, and parts of Asia.
b. PR in China started in mid-1980s.
c.  Japan has no PR traditions. No formal PR education or training. Focus on media only.
d.  PR in Thailand started 68 years ago, mostly propaganda at first.
e.  South Africa most Prominent in Africa.

C. International Government PR: when one government seeks to influence the opinion/actions of other governments and their people. USIS. Many hire PR firms.

1.  Influencing other Countries

a.  To boost tourism industry
b.  Favorable Legislation for a country’s product
c.  Shortwave broadcast worldwide to foster  national interest (VOA, BBC, Radio Free Europe)

2. U.S. Firms working for Foreign Governments

a. Countries' Goals

--Advance Political Objectives
--Receive Counsel About U.S. Reaction
--Advance Commercial Interests
--Assist in English Communications
--Win U.S. Understanding and Support
--Modify Laws and Regulations

b. Problems/Challenges

--Human Rights Issues
--Persuading National Leaders to change policies
--Ignorance About Free Press in U.S.

c.  Rewards:

--Advance U.S. interests
--Improve international understanding
--Large $Fee$

D. International Group Public Relations

1. Hundreds of Non-Profits (Int’l Red Cross, UNICEF, for example)
2.  Depend on international support for their undertakings. Require Nearly Spotless Image

E. Foreign Public Relations Organizations

1. Formed in 70 Countries, similar to PRSA
2.  International Public Relations Association

F. Opportunities in International PR

1. Now is the Golden Age of Global Marketing/PR
2. Knowledge of foreign language a plus
3.  Knowledge of host culture/business essential
4.  Graduate Study is an asset
5.  Internship with int’l corporation good starting point

by Abdallah Rebecca