International public relations involves establishing mutually beneficial relations between companies/institutions and publics in other nations. It faces challenges from differences in language and culture between countries. In "high context" cultures, meaning is often implicit based on environment and relationships rather than explicit words. American/European styles are more "low context" relying on exact words. Examples show how phrases can be misunderstood between cultures like "rubber" meaning eraser in Britain but misunderstood in the US, or "Got Milk?" literally translating to "Are you Lactating?" in Spanish. US public relations firms are sometimes hired by foreign governments to promote issues like tourism or influence US policy and commercial interests through counseling and communications in English. Firms must consider

1. International Public
Relations
Anthony Burchell
10/28/10
Comm 2330

2. What is international
Public Relations?
Defined as the planned and organized effort of a company
institution or government to establish mutually beneficial
relations with publics of other nations

3. New Age Global
Marketing
Today almost one-third of US corporate profits are generated
through international business.
Coca-Colas international sales account for 70% of their revenue.

4. International PR
Challenges
Differences in language laws and culture pose
serious problems for international public relations

5. Language and Culture
Difference
Experts in intercultural communications point out that many
cultures are “high context” communication societies.
Meaning that the spoken word is often implicit and based on the
environmental context and the relationship rather than on the
explicit.

6. Language and Culture
Difference
In contrast the American and European communications styles
are considered “low context.” Great emphasis is placed on exact
words and the receiver is expected to derive most of the
meaning from the written or verbalized statements.

7. Examples of difference
A British exec staying at a hotel in New York was embarrassed
because he asked the front desk for a ‘rubber’ which is an eraser
in England.
The Milk Processor Association found that the catchy phrase
“Got Milk?” didn’t translate too well into Spanish. The literal
translation was “Are you Lactating?”

8. Reasons Countries
hire American Public
Relations
Professionals
•To hold off protectionist moves threatening their company or
industry
•To defeat legislation affecting the sale of a client’s product
•To support expansion of the clients markets In the united states
•To provide ongoing information on political sociological and
commercial developments in the US

9. US Firms working for
Foreign Governments
Hill and Knowlton has represented Indonesia and Morocco to
promote tourism, create favorable public opinion and influence
US foreign policy.

10. The Countries Goals
•Advance Political Objectives
•Be counseled on the United States probable reaction to the client
governments projected action
•To advance the countrys commercial interests
•Assis in communications in english
•Counsel and help win understanding and support on a specific
issue undermining the clients standing in the US
•Modify laws and regulations inhibiting the clients activities in the
US

11. Problems and
Rewards Firms Face
•Deciding to represent a country such as Zimbabwe or China
whos human rights violations may reflect adversely on the
agency
•Persuading the heads of such a nation to alter some of its
practices so that the favorable public image sought may reflect
reality
•Convincing officials of a client country which may totally control
the flow of news internally that the american press is
independent from the government control and that they should
never expect coverage that is 100 percent favorable
•Deciding whether to represent a nation such as Belarus in
which the autocratic head of stat has drastically reduced civil
liberties and crushed any opposition