A. Definition: Efforts to establish mutually beneficial relations with the publics of other nationsB. International Corporate Public Relations
1. New age of global marketingC. International Government PR: when one government seeks to influence the opinion/actions of other governments and their people. USIS. Many hire PR firms.a. Extensive international business. Two-thirds of U.S. corporate profits generated through int’l business. 80% of Coke’s profit was from outside the U.S. Increasing foreign investors in U.S. as well. Leading countries: UK, Japan, the Netherlands.2. Language, culture, and other problems
b. Major Ads/PR agencies generate more than 40% of fees overseas.
c. New technologies (satellite TV, Internet) facilitate int’l efforts
d. Cross-national, cross-cultural poses challengesa. U.S. companies in other countries seek3. PR Representing Foreign Corporations in U.S.1. Formation of Favorable Climateb. Problems include:
2. Monitoring potential adverse situations
3. Crisis Management--Language Differences
--Long Chains of Command
--Different Customs
--Varying Levels of Development of Media and Public Relations
--Antipathy/apprehension toward U.S. companies, concerning cultural, economic, political, and military influencea. To Hold Off Protectionist Moves4. PR Representing U.S. Corps. in Other Countries
b. To Defeat Legislation Affecting Product Sales
c. To Support Expansion of Markets in U.S.
d. To Monifor U.S. Environment Affecting a Client Businessa. PR is most developed in industrialized, Western countries, and parts of Asia.
b. PR in China started in mid-1980s.
c. Japan has no PR traditions. No formal PR education or training. Focus on media only.
d. PR in Thailand started 68 years ago, mostly propaganda at first.
e. South Africa most Prominent in Africa.1. Influencing other CountriesD. International Group Public Relationsa. To boost tourism industry2. U.S. Firms working for Foreign Governments
b. Favorable Legislation for a country’s product
c. Shortwave broadcast worldwide to foster national interest (VOA, BBC, Radio Free Europe)a. Countries' Goals--Advance Political Objectivesb. Problems/Challenges
--Receive Counsel About U.S. Reaction
--Advance Commercial Interests
--Assist in English Communications
--Win U.S. Understanding and Support
--Modify Laws and Regulations--Human Rights Issuesc. Rewards:
--Persuading National Leaders to change policies
--Ignorance About Free Press in U.S.--Advance U.S. interests
--Improve international understanding
--Large $Fee$1. Hundreds of Non-Profits (Int’l Red Cross, UNICEF, for example)E. Foreign Public Relations Organizations
2. Depend on international support for their undertakings. Require Nearly Spotless Image1. Formed in 70 Countries, similar to PRSAF. Opportunities in International PR
2. International Public Relations Association1. Now is the Golden Age of Global Marketing/PR
2. Knowledge of foreign language a plus
3. Knowledge of host culture/business essential
4. Graduate Study is an asset
5. Internship with int’l corporation good starting point