INTERNATIONAL

PUBLIC RELATIONSPresented by CHIP LOWE

WHAT IS I-PR

GROWTH & OVERVIEW

Has become a major area of growth for practitioners

Two principal aspects:

Counseling domestic clients to reach new markets

Counseling foreign clients to communicate with American audiences

WHAT IS I-PR

Why has it become important?

Extensive international business: More and more profits are coming from

international divisions of multinational corporations.

PR agencies are generating more of their revenue from international efforts.

New technologies make delivering messages easier. (Now easier and

cheaper to engage in.)

WHAT IS I-PR

Nation Building & Shaping Public Policy

Another major sector/use of international PR is that of government

organizations:

1. Countries use PR to improve their image abroad.

Ex: Beijing for the Olympic games

2. Governments use PR to communicate to their internal, local publics. (They

may use PR firms or consultants that are specialized for their efforts from

outside their country.)

Ex: Product(RED) – Global fight against AIDS in Africa

3. Governments use PR to address issues or resolve disputes with other

states or nations, or companies based in another country.

Ex: Google search censoring in China, Apple seeking removal of the embargo in

Iran

USING ROPES

RESEARCH:

Client Research:

Background info within home country

Status of reputation in other country amongst target audiences

Opportunity or Problem Research:

Why or to what extent is an international program needed?

In response to a problem or proactively creating goodwill

Audience Research:

Develop a strong understanding of social structures, heritage, business

practices

USING ROPES

OBJECTIVES:

Similar input and output objectives as discussed in other chapters.

PROGRAMMING:

Same principles apply with regard to themes, messages, action and special

events.

EVALUATION:

Use the same methods you would use in the host country.

The challenge here is finding reputable firms within the target country.

STEWARDSHIP:

Finding ways to improve the program for

future campaigns or rollouts in other countries.

Maintain the relationships and successful international markets

you have already developed.

HOW I-PR WORKS

The international PR marketplace includes:

Conglomerates

Networks

Independent Firms

Largest in the world: Edelman

PROBLEMS FACED BY

PRACTITIONERS

Ethical dilemmas:

Freedom of the press in various countries

Should you engage in gifts or bribes?

How do you compete with local firms that do practice local cultural or business

practices?

Legal ramifications:

Is your business model legal in other countries?

For product-based companies, do you have to follow separate consumer

protection laws?

Do you have separate registrations or filings that must be completed?

Are you doing business in a nation that has high government media

intervention, such as China? How do you respond to this negative press or

prevent it from happening?

PROBLEMS FACED BY

PRACTITIONERS

Cultural differences:

Global culture is developing, but country-specific cultural norms must still be

respected.

Does you business model and perception allow you to expand to this new

international market?

Are you appropriately utilizing your company culture and local culture?

Are you engaging the local target audience?

Is your campaign or business developing as a native entity? Does it need to?

INTERNATIONAL CAMPAIGNS

Burger King in Puerto Rico

Lo Prefiero – “I prefer” in English

This has been a long-standing slogan used in Burger King Puerto Rico.

Separately customized for Puerto Rico; not used in all of Latin America.

The company has specifically customized their marketing and PR efforts,

even though Puerto Rico is a part of the U.S.

The company has extended this campaign/local slogan to their buildings, in-

store signage, BK Puerto Rico website and their local social media outlets.

The company is also engaged in implementing this localized campaign on

their Facebook, Twitter and YouTube pages.

BURGER KING PUERTO RICO

BURGER KING PUERTO RICO

INTERNATIONAL CAMPAIGNS

Volkswagen in the United States

Volkswagen Group of America, their US enterprise,

was founded in Englewood Cliffs, NJ in 1955.

The company has successfully maintained their heritage, but also

implemented a successful mastery of American culture for their target

audience in the U.S.

After struggling in the 1990s, the company refocused their marketing and

advertising efforts, honing the messaging we see today that celebrates

German roots while communicating in an American style.

Sales have dramatically increased by 25% over the decade as a result of

these refocused efforts.

VOLKSWAGEN USA

NAME THAT COUNTRY

MCDONALD’S IN…

South Korea

NAME THAT COUNTRY

COCA-COLA IN…

India & Pakistan

NAME THAT COUNTRY

KFC IN…

Singapore

INTERNATIONAL PR

HIGHLIGHTS

Be sure to:

1. Know your audience,

2. Know the culture and

3. Keep your brand identity or

heritage.

This will help you ensure success

in an international campaign!