An Insight into
International PR
B Y E L L A MINT Y
Defining “Public Relations”
• Public relations is the discipline which looks after reputation, with the aim of earning und...
Having an international outreach ….
• PR is a management function

• PR addresses the management of issues
• PR supports t...
International PR in
Management
Management function

Management of issues

Identify

Monitor

Issues

Analyse

Act

4
International PR
in Business Development
Input in the identification of untapped markets or regions

Input into the risk...
International PR and
Stakeholder Engagement
• Language particularities
• Familiarity with the culture
• Different strategi...
Stakeholders and interests – mobilizing influence, power and
authority

Outputs and outcomes – support in delivering and d...
International PR operational flow

• Understanding
the different
aspects of the
project
Business
intelligence

Proactive
a...
Business
intelligence

Transforming raw data
into usable information for
businesses
Using new opportunities
Implementin...
Developed market economies and emerging markets
Europe

Africa

Asia

Americas

34

35
30
25
20
15
10

12

5
0

1

2

5

5...
SUCCESS FACTORS FOR EMERGING MARKETS
Adapting to local culture

Building a strong brand

Government relations

Flexibility...
T H E F IN A NC IAL I M PL I C AT IONS I F T H E M E SSAGE I S W R O N G …

12
Source: Pennsylvania State University, www.psu.edu

13
Diplomacy
International
negotiations
Leadership

Media relations

INTERNATIONAL
Constant research
Unknown parameters
Conti...
An international
PR practitioner /
expert should be
at least familiar

15
16
IT CAN ALSO HAPPEN IN
SCOTLAND ….
A Coca-Cola salesman in Saudi Arabia …

18
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Insight into international PR

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A brief outline of the international outreach of PR professionals: the role we can play in international businesses and what are the pre-requisites to succeed

Published in: Business, News & Politics
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Insight into international PR

  1. 1. An Insight into International PR B Y E L L A MINT Y
  2. 2. Defining “Public Relations” • Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Source: http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr • Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Source: http://www.prsa.org/aboutprsa/publicrelationsdefined/#.Un6bIsRFDIU • It is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance. Source: http://www.pria.com.au/aboutus/what-is-public-relations/ • Public relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools . Harlow, Rex F. (1976). Building a public relations definition. Public Relations Review. 2 (4), p34-42. 2
  3. 3. Having an international outreach …. • PR is a management function • PR addresses the management of issues • PR supports the risk management function • PR is paramount to business development • PR is stakeholder engagement – both internal and external • PR is intrinsic to change management • PR is a catalyst of diplomacy, leadership and international negotiations 3
  4. 4. International PR in Management Management function Management of issues Identify Monitor Issues Analyse Act 4
  5. 5. International PR in Business Development Input in the identification of untapped markets or regions Input into the risk/benefit analysis: reputational impact, infringement of corporate values, differentiated marketing strategies Paramount for the market entry strategies Key in tailoring the specific messages and assessing the mass communication process Elaborating the engagement strategies of both internal and external stakeholders following the “development” 5
  6. 6. International PR and Stakeholder Engagement • Language particularities • Familiarity with the culture • Different strategies and tactics • Knowledge of political drivers • Assessing the ripple effect across business • Tailoring the approach 6
  7. 7. Stakeholders and interests – mobilizing influence, power and authority Outputs and outcomes – support in delivering and developing the business outcomes Emotions and cultures – support in enabling the people and organisational culture to adapt Leadership and self – understanding the values and expressing the ethos International PR and CHANGE MANAGEMENT 7
  8. 8. International PR operational flow • Understanding the different aspects of the project Business intelligence Proactive approach • Analyzing the impact of the project delivery • Tailoring the approach and output Deliver bespoke solutions 8
  9. 9. Business intelligence Transforming raw data into usable information for businesses Using new opportunities Implementing an effective strategy THEY CAN provide a competitive market advantage and long-term stability. Proactive approach Bespoke solutions Pre-empting the need … for that project Meeting the demand … for that market Offering a different perspective … for that Client Enabling the dialogue … for that country/region Advising on a different ROI … for that public Understanding the bigger picture … for that period Seeing beyond “tomorrow” … for that PURPOSE 9
  10. 10. Developed market economies and emerging markets Europe Africa Asia Americas 34 35 30 25 20 15 10 12 5 0 1 2 5 5 0 6 Developed market economies Emerging markets Source: Global Intelligence Alliance, Business Perspectives on Emerging Markets (2012) 10
  11. 11. SUCCESS FACTORS FOR EMERGING MARKETS Adapting to local culture Building a strong brand Government relations Flexibility driven by market development Local business relationships / lobbying 15% 25% 18% 21% 21% Source: Global Intelligence Alliance, Business Perspectives on Emerging Markets (2012) 11
  12. 12. T H E F IN A NC IAL I M PL I C AT IONS I F T H E M E SSAGE I S W R O N G … 12
  13. 13. Source: Pennsylvania State University, www.psu.edu 13
  14. 14. Diplomacy International negotiations Leadership Media relations INTERNATIONAL Constant research Unknown parameters Continuous improvement Verbal and non-verbal cues Cultural dynamics Language barriers Gender differentiation Societal bias Appearance Perception Local events Sponsorships Advertisement 14
  15. 15. An international PR practitioner / expert should be at least familiar 15
  16. 16. 16
  17. 17. IT CAN ALSO HAPPEN IN SCOTLAND ….
  18. 18. A Coca-Cola salesman in Saudi Arabia … 18
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