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By John, Peter, Adrienne & RyanCOMM 2330: Intro to Public RelationsPalo Alto College, San Antonio, Texas
Global Public Relations
Build relationships worldwideGive public relations to nations that lack itMore importance placed on PR as time passesCan be difficult due to human barriersMany countries use U.S. PR techniques.PR techniques predate the term “PR”.
What is global public relations?
Best coverage – the Americas, EU, AU, East AsiaPoor coverage – the Middle East, Africa,
Russia/UkraineSurprisingly good - Antarctica
Public Relations Development in Other Nations
US has been engaged in international business 1990s
Today almost one-third of all U.S. corporate profits
Fueling a new age of global PR 400 million, 27 countries speak multiple
languages
International Corporate PR
Inter-Cultural Challenges High-Context CulturesLow Context CulturesMedia Translation Global Segmentation Targeting
Language and Cultural differences
What is a foreign corporation?How do foreign corporations benefit
globally? Challenges of foreign corporation?
Foreign Corporations in the U.S.
U.S. in other nations. Challenges abroad Sustainable development Benefits of globalization Political philosophies The best of all worlds
Representing U.S. Corporations in Other Nations
U.S government disseminates information world wide
Open communication in American society presents complexity
Helps promote America’s idea of democracyUnited States Information Agency (USIA) 1953
President Dwight Eisenhower USIA developed after Committee on Public
Information (CPI)USIA fell because Congress and other critics
Public Diplomacy
The U.S. Department of State took overThe staff was cut by 40% and funding
decreased September 11 “win the hearts and minds”
of the publicCommunication is key
Public diplomacy cont.
Millions of dollars are spent on tourismCountries that want to sweep U.S. audience aim
for:Advance political objectivesCounsel on probable U.S. reactionEnglish communication Counsel and help win support on specific
issuesHelp modify laws and regulations
Foreign Public Diplomacy Efforts
Foreign governments must register/file reports with the U.S. Attorney General
Non-U.S. governments gather detailed information
Provide facts and published statements
Foreign Public Diplomacy Efforts Cont.
Hundreds of NGOs depend on international supportCoverage more than doubled over the past four-year
periodTrust in NGOs is more than government or
corporationsViewed as a “wake up call”Large corporations have failedLarge corporations are adopting an accommodation
stance
The Rise of NGOs
Read a mapDress upTalk smallNo slangSlow downListen as much as you talkSpeak lower and slowerExercise religious restraintExercise political restraintLearn some words
NGOs Makeover
Decide to work early to build skillsGraduate study (master's/doctoral degrees)
recommendedStudy abroad!Have an interest in international culturesLarge firms draw employees from worldwideTake the U.S. Foreign Service Officer’s exam
Opportunities in International Works
What is Public Diplomacy?Which career opportunities are available in Global
PR?How is PR being practiced around the world?How is PR changing the new age?
Summary