International Public Relations

Anthony Burchell10/28/10

Comm 2330

• The goal of establishing good relations from a company, institution or government to multiple nations.

What is International PR?

• In 2008 Edelman won the Best International Campaign at the Korea Public Relations Association Awards.

• The campaigns push was to bring Kia into the modern age of the blogosphere in a way that reached the masses world wide.

Example of an International PR Campaign

Example of an International PR Campaign

• Language Barriers

• Culture differences

• Laws

Problems Faced With International

Communication

Problems Faced With International

Communication

• A British Exactutive staying at a hotel was embarrassed because he asked the front desk for a ‘rubber’ which is an eraser in England.

• ‘Got milk?’ translates to “Are you lactating?” in Spanish

Language and Culture Differences

Language and Culture Differences

Stratigies of International Public Relations

Stratigies of International Public Relations

• "What common values, principles, procedures and behaviors must we create so that we can achieve our mission?" In practical terms, this step can result in a set of goals.

1. Identify the common culture needed/wanted1. Identify the common culture needed/wanted

• Print

• Web

• Television

2. Identify available communication tools 2. Identify available

communication tools 

• Determine how you can reach the masses in a common way to achieve the goal keeping in mind the different cultures you are targeting.

3. Determine tools suited to goals 

3. Determine tools suited to goals 

• Research the different cultures and possible problems in communicating.

• Laws

• Culture

4. Compare Contrast Different Cultures

4. Compare Contrast Different Cultures

• That may mean we will need to help people develop the skills needed to fulfil these new expectations. For example, a manager might need to learn how to rephrase memos, or conduct cooperative performance appraisals so they are consistent with the desired culture.  

5. Plan for Changing Behavior

5. Plan for Changing Behavior

• Know what you need to communicate, and how you are going to do it

6. Plan For Implementation 

6. Plan For Implementation 

7. Launch7. Launch

• Keep watch that media tools are effective

• Plan potential changes to media plan based on tools that may become available

8. Monitor and Revise 8. Monitor and Revise