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International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
International Public Relations
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International Public Relations

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Published in: Business, News & Politics
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  • Transcript

    • 1. International PR
    • 2.
      • Practical implications
      • Influence of culture
    • 3. Practical Implications
      • Communication - lack of media - great distances cities/rural - illiteracy - numerous ethnic groups - languages & dialects - tribal & religious taboos
    • 4. Publics
      • Élite: 10-20% in developing countries
    • 5. Mass communication
      • Newspaper differences
      • “Listening to newspapers”
      • Limited media reach
      • Interest for news, spoken word
    • 6. Media…
      • Mass media may be very different TV & newspapers more élitist Radio may be widespread
      • Media may be heavily regulated - and people may be cynical
      • Messages: Framework for interpretation may be very different
    • 7. Newspapers
      • Circulation problems (distances, language etc)
      • Nigeria: 100million people newspaper circulation: 500.000
    • 8. Radio
      • Listening groups
      • Different language broadcasts
    • 9. Television
      • Reach often limited
      • Viewing groups
    • 10. Cinema
      • Static cinemas
      • Travelling cinemas
      • Mobile video shows
    • 11. Exhibitions
      • Fun events
      • Can be combined with mobile video/cinema shows
    • 12. Advertising standards
      • Often confusing: - product usage - messages - characters
    • 13. Educating the market
      • Importance of education esp. in developing countries
      • Labelling problems
      • Food - clarity of instructions - culturally adequate usage also cooking appliances etc.
    • 14. Adult Literacy Case
      • 3/4 illiterate
      • contributing agricultural background and manual operations
      • Females marry young
      • Good communication skills compensate for illiteracy
    • 15. Adult Literacy Case
      • Objective: To encourage illiterates to embrace adult education during period of campaign when classes are being set up and organisers are being sought
    • 16. Adult Literacy Case
      • Publics: - illiterates in villages and townships - religious leaders - teachers - employers - schoolchildren
    • 17. Adult Literacy Case
      • Media: - short videos demonstrating advantages of literacy: > read instructions > read road signs > read letters > read newspapers > “Enjoy fuller life”
    • 18. Adult Literacy Case
      • Media (cont.) - videos to be shown in community halls, mobile cinema, tv - Debates and discussion on radio in various languages - Posters to announce video shows - Direct talks with chiefs, politicians, religious leaders and teachers
    • 19. Adult Literacy Case
      • Evaluation: - No of classes opened - No of people enrolled - Fall-out rate - No of completions
    • 20. Culture
    • 21. Culture 2
    • 22. Non-verbal communication
      • Kinesics
      • Proxemics
      • Appearance
      • Posture
      • Oculesics
      • Haptics, tacesics
      • Paralanguage
      • Symbolism and Passive Non-verbal Communication
    • 23. Collectivism/Individualism
      • Group benefit more important than individual benefit
      • Individual benefit paramount
    • 24. Power Distance
      • High: Respect for authority
      • Low: Little respect for authority
    • 25. Uncertainty Avoidance
      • Comfortable with risk and ambiguity
      • Avoidance of risk and ambiguity
    • 26. Femininity/Masculinity
      • Social inclusion and compassion
      • Social exclusion and ‘hard touch’
    • 27. Low / High-context
      • Explicit
      • Meaning in code
      • Speaker responsible for message comprehension
      • Implicit
      • Meaning in context
      • Audience responsible for understanding message
    • 28. Direct vs Indirect
      • Clear (low context)
      • Simplicity valued
      • Avoidance of sentiments
      • Symbolic
      • Embellishment valued
      • Sentiments used
    • 29. Doing vs Being
      • Importance of achievements and measurable action
      • Emphasis on relationships in their social context
    • 30. Linear / Non-Linear
      • Object oriented
      • One theme
      • Beginning & end stressed
      • People and event oriented
      • Multiple themes
      • Organisation not stressed
    • 31. Summary
      • International PR has - technical/practical constraints - cultural constraints
    • 32. Summary
      • Media environment may be very different
      • Publics may use media very differently
      • Messages must be adapted to local publics
    • 33. Summary
      • Culture influences communication heavily
      • Cultural differences influence different levels of the communication process
      • Messages must be culturally adequate

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