APR 231 Chapter 20
APR 231 Chapter 20 APR 231
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This 3 page Class Notes was uploaded by Courtney Small on Monday April 18, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 19 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 04/18/16
Chapter 20: Global PR Definition: 2 Ways • Planned and organized effort of a company, institution or government to establish mutually beneficial relationships with the publics of other nations • PR practices of another country’s companies (Ex. German co.) Development in Other Nations • Develop more quickly with: – Multi-‐party political systems – Relatively free press – Considerable private ownership of business – Large-‐scale urbanization – Relatively high per capita income (affect literacy, education) • Co-‐op in foreign countries: Porter Novelli and Blue Focus in China Development in Other Nations • Brazil • Dubai and Middle East • India • Indonesia • Japan • Mexico • Russian Federation and the former Soviet Republics • South Africa • Sweden and other Nordic countries • Thailand • Turkey International Corporate PR • New Age of Global Marketing • Increase in international trade • 30% of US profits from international; Coke 70% • 15%-‐20% of a US company’s stock held abroad • Large PR firms: 30%-‐40% fees outside • Internet: Fueling change, Ex. Hill&Knowlton satellite transmission system Language and Cultural Differences • Ex. Korean crash in SF: apologies in Korea, not US; not proper time to manage image • Verbal and non-‐verbal issues • Non-‐West: high context; West: low context • Ex. Group harmony, loss of face, “Got milk”, calzones, thumbs up, Nova Hofstede’s 5 Cultural Dimension • Power distance: tolerance to unequal distribution: accept Mexico, France; reject US, Australia • Individualism: self vs. group: Collective Asia; Self US, Canada • Masculinity/Femininity: cognitive vs. compassion: German masculine; Sweden feminine • Uncertainty avoidance: tolerate ambiguity; Tolerate Great Britain, US; Problem with it Japan, Belgium • Long-‐term vs. Short-‐Term Orientation: view of future, long or short: Short US; China, Japan Long Foreign Corporations in the US • Biggest: UK, German, Swiss and Japanese companies: Lobbying and General PR • Hold off protectionist moves • Legislation affecting sale of products • Info on social, political, commercial • Expansion of markets • Deal with crisis situation that threatens organization US Corporations in Other Nations Challenges: Competition, sustainable development, boycotts, good corporate citizens • Need to communicate benefits of globalization to 3 groups – Companies themselves: overcome bad image abroad of it – Work with NGOs: Greenpeace, Oceana, cooperation – International institutions : Confidence building; World Trade Organization (WTO), International Monetary Fund (IMF) Public Relations by Governments • Foreign countries engage in PR in US; US Firm hired • Foreign Agents Registration Act of 1938: actions, comp, expenses • Why – Advance political objectives – Assess US reaction – Advance commercial objectives – Assist in communications in English – Win understanding and support of issues that undermine interests – Modify laws and regulations inhibiting activities in US Public Relations by Governments • Problem areas • Decide whether to represent: Ex. Human rights issues • Persuade country to alter practices • Convince country US press is free; can’t control news • Decide whether to represent country associated with other problem country: Ex. Ecuador and Venezuela American Public Diplomacy • USIA: Flow out of CPI and OWI • Switch functions to Dept. of State in 1999 • Distribute American message, Ex. VOA • Recent: Radio Sawa in Middle East; Radio Farda in Iran; • TV: Al Hurra; compete with Al Jazeera Opportunities in International Work • Growth area • Ex. Corporate protocol offices in companies • Government work: US Foreign Service Officers Exam • Decide early: PR, language, social, political, economic, cultural, live abroad
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