Global PR

1. By John, Peter, Adrienne & Ryan
COMM 2330: Intro to Public Relations
Palo Alto College, San Antonio, Texas

2.  Build relationships worldwide
 Give public relations to nations that lack it
 More importance placed on PR as time passes
 Can be difficult due to human barriers
 Many countries use U.S. PR techniques.
 PR techniques predate the term “PR”.

3.  Best coverage – the Americas, EU, AU, East Asia
 Poor coverage – the Middle East, Africa,
Russia/Ukraine
 Surprisingly good - Antarctica

4.  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

5.  Inter-Cultural Challenges
 High-Context Cultures
 Low Context Cultures
 Media Translation
 Global Segmentation
 Targeting

6.  What is a foreign corporation?
 How do foreign corporations benefit
globally?
 Challenges of foreign corporation?

7.  U.S. in other nations.
 Challenges abroad
 Sustainable development
 Benefits of globalization
 Political philosophies
 The best of all worlds

8.  U.S government disseminates information world
wide
 Open communication in American society presents
complexity
 Helps promote America’s idea of democracy
 United States Information Agency (USIA) 1953
President Dwight Eisenhower
 USIA developed after Committee on Public
Information (CPI)
 USIA fell because Congress and other critics

9.  The U.S. Department of State took over
 The staff was cut by 40% and funding
decreased
 September 11 “win the hearts and minds”
of the public
 Communication is key

10.  Millions of dollars are spent on tourism
 Countries that want to sweep U.S. audience aim
for:
 Advance political objectives
 Counsel on probable U.S. reaction
 English communication
 Counsel and help win support on specific
issues
 Help modify laws and regulations

11.  Foreign governments must register/file
reports with the U.S. Attorney General
 Non-U.S. governments gather detailed
information
 Provide facts and published statements

12.  Hundreds of NGOs depend on international support
 Coverage more than doubled over the past four-year
period
 Trust in NGOs is more than government or
corporations
 Viewed as a “wake up call”
 Large corporations have failed
 Large corporations are adopting an accommodation
stance

13.  Read a map
 Dress up
 Talk small
 No slang
 Slow down
 Listen as much as you talk
 Speak lower and slower
 Exercise religious restraint
 Exercise political restraint
 Learn some words

14.  Decide to work early to build skills
 Graduate study (master's/doctoral degrees)
recommended
 Study abroad!
 Have an interest in international cultures
 Large firms draw employees from worldwide
 Take the U.S. Foreign Service Officer’s exam

15.  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?