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

1. An Insight into
International PR
B Y E L L A MINT Y

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.
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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
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4. International PR in
Management
Management function
Management of issues
Identify
Monitor
Issues
Analyse
Act
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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”
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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
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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
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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
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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
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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)
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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)
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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 …
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13. Source: Pennsylvania State University, www.psu.edu
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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
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15. An international
PR practitioner /
expert should be
at least familiar
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16. 16

17. IT CAN ALSO HAPPEN IN
SCOTLAND ….

18. A Coca-Cola salesman in Saudi Arabia …
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