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Chapter 14: Global Public Relations

Global Public RelationsGlobal Public Relations

What is Global PR?Who uses Global PR?

Why is Global PR important?

What are some challenges for

global PR?

What is public Diplomacy?

What is an NGO?

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International Public RelationsInternational Public Relations

A concentrated effort to create and maintain a positive relationship with the citizens of another

country. A.K.A. public relations on an international/global level.

What is Global PR?

Who uses Global PR?

Company

Government

Institution

http://logodatabases.com/ibm-logo.html/ibm-logohttp://www.naturalnews.com/gallery/300X250/Government/American-Flag-Senate-Government-Building.jpghttp://www.modernukraine.eu/wp-content/uploads/2012/12/WTO-globalvoices.org_.au_.pn

Sources:

1/3 of U.S. corporate profits comes from

international business!

Before a public relations team can put together a PR platform, they

must consider the culture that is the focus of the plan. Many public relation specialists begin their

research with Geert Hofstede’s Cultural Dimensions.

Why is Global PR important?

International Corporate PRInternational Corporate PR

Globalization has brought around the need for global public relations. Taking a business

international can be a risky yet profitable move, but differences in language, laws and cultural

customs challenge many risk takers. International companies must create an entirely new platform for their product, and for that, they turn to global

public relations.

5 Cultural Dimensions5 Cultural Dimensions

Power Distancethe public’s tolerance level for centralized

power

Uncertainty Avoidance the society’s tolerance

level for ambiguity

Long-Term/Short-Term Orientation

the society’s use of traditions and ideas from

the past when making decisions in the future

Individualism/Collectivism the degree of loyalty to

oneself versus the loyalty to a larger group

Masculinity/Femininity the focus of the culture on

competitiveness (masculinity) or the focus of a culture on

compassion/nurturing (femininity)

As more and more companies go global, they face obstacles that must be overcome in order to

succeed internationally. Companies rely on Global PR to

overcome these challenges.

What are some challenges for

global PR?

Wal-Mart is the largest global

company in the U.S.!

U.S. Corporations AbroadU.S. Corporations Abroad

Possible problems:1.Competing corporations2.Sustainable development3.Boycotts4.Acting for the good of the company and the host country

What is public Diplomacy?

It is public relations for the government. The United States

Information Agency was the first government “PR Firm.” The

program was terminated in 1999, and its duties were given to the

U.S. Department of State.

Public DiplomacyPublic DiplomacyThe USIA was

created in 1953 by Eisenhower.

Many countries actively lobby the U.S. in order to

create a positive relationship for trade, and

they rely on Global PR to do so.

NGO’SNGO’S

What is an NGO?

What does it have to do with

Global PR?

NGO stands for Nongovernmental

Organizations. These organizations survive due to international support of the

causes.

NGO’s are considered more trustworthy than news media, government, and corporations, so many businesses are working with NGO’s to provide positive

PR for both parties.

Greenpeace and Doctors Without Borders are two big name NGO’s.

See! It wasn’t that hard.

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