GLOBAL PUBLIC RELATIONS<br />KATI VILLAVICENCIO <br />AND<br /> JAMIE FUTRAL <br />
Defining Global PR<br />The planned and organized effort of a company, institution, or government to establish and build r...
Defining Global PR<br />The various groups of people who are affected by, or who can affect, the operations of a particula...
CORPORATIONS AND GLOBAL PR<br />
Corporations<br /><ul><li>Almost 1/3 of all US corporate profits are generated through international business.
Overseas investing is beneficial for both participants and is extremely common among US corporations and Foreign corporati...
Corporations<br />Satellite television<br />Computer networks<br />Electronic mail<br />Fax<br />Fiber optics<br />Cell ph...
 Understanding                    Cultural Differences <br />
Understanding Cultural Differences<br />How many different versions of Vogue Magazine are currently published around the w...
Understanding Cultural Differences<br />High Context: <br />The meaning of the spoken word is often implicit and based on ...
Understanding Cultural Differences<br />Power Distance<br />Measure how tolerant a society is about unequally distributed ...
Understanding Cultural Differences<br />Language challenge: Do you know the alternative meaning?<br />1. In England, a “ru...
True or False: “That’s Offensive! “<br />Understanding Cultural Differences<br />5. The Chinese think numbered tabled appe...
Representing Foreign Corporations in the US<br />Lobbying <br />Corporations and industries in other countries frequently ...
Representing U.S. Corporations in Foreign Countries<br /><ul><li>Four larges US based companies: (according to book)
Exxon Mobil
General Electric
Microsoft
Citigroup </li></ul>Representing U.S. corporations in foreign countries<br />
Globalization<br />Globalization brings success in shareholder value, revenue, operational efficiencies, higher employee m...
“The Forbidden Coffee”<br />Globalization<br />
INTERNATIONAL GOVERNMENT PUBLIC RELATIONS<br />
International Government PR<br />Tourism<br />Lobbying<br />Conflict and War<br />Israeli- Palestinian Conflict <br />How ...
PUBLIC DIPLOMACY <br />Communication with foreign publics <br />to inform and influence<br />
Public Diplomacy<br />“Serving you on Southwest Airlines”<br />
Public Diplomacy<br /><ul><li>USIA- United States Information Agency
Broadcast Efforts </li></ul>VOA: Voice of America<br />
U.S. FIRMS WORKING FOR FOREIGN GOVERNMENTS<br />
US Firms working in Foreign Governments<br />Examples:<br /> Hill and Knowlton<br />BursonMarsteller<br /> Ruder<br /> Fin...
US Firms working in Foreign Governments<br />What are some ethical problems these firms may face?<br />Quick Quiz<br />
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Globalpr1

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  • Results: An international grassroots citizens&apos; group dedicated to lobbying to create the political will to end hunger and the worst aspects of poverty.Sustain: uses science and technology to improve nutrition in developing countries Share our Strengths: anti-hunger, anti-poverty organization, works with individuals in the culinary industry to organize events, host dinners, teach cooking and nutrition classes to low-income families, and serve as anti-hunger advocates.
  • Globalpr1

    1. 1. GLOBAL PUBLIC RELATIONS<br />KATI VILLAVICENCIO <br />AND<br /> JAMIE FUTRAL <br />
    2. 2. Defining Global PR<br />The planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations. <br />What is Global PR?<br />
    3. 3. Defining Global PR<br />The various groups of people who are affected by, or who can affect, the operations of a particular firm, institution, or government <br /> Who are the Publics?<br />
    4. 4. CORPORATIONS AND GLOBAL PR<br />
    5. 5. Corporations<br /><ul><li>Almost 1/3 of all US corporate profits are generated through international business.
    6. 6. Overseas investing is beneficial for both participants and is extremely common among US corporations and Foreign corporations.</li></ul>Corporationsworkingtogether for profit: <br />- Bon Appetit and internationallyrenownedcoffeebrand, Starbucks, collaboratein a new and innovativeway: <br /> http://www.youtube.com/watch?v=N_G6Fc9IzQI<br />Global PR Makes Profit<br />
    7. 7. Corporations<br />Satellite television<br />Computer networks<br />Electronic mail<br />Fax<br />Fiber optics<br />Cell phones<br />Integrated Services Digital Networks (ISDN): enable users to send voice, data, video, and graphics over existing copper cables<br />Bon Appetit Magazine utilizes social networks such as Facebook, Twitter, and FourSquared to promote the magazine. They also have collaborated with Epicurious.com in the form of a mobile application for recipes and culinary advice/resources. (Available for cell phones and tablet devices)<br />New Technologies <br />
    8. 8. Understanding Cultural Differences <br />
    9. 9. Understanding Cultural Differences<br />How many different versions of Vogue Magazine are currently published around the world?<br />Vogue currently publishes 12 Different versions of the magazine in 11 different languages. <br />USA, United Kingdom, Mexico, Australia, Italy, Taiwan, Korea, Japan, France, Greece, India, China<br />Quick Quiz<br />
    10. 10. Understanding Cultural Differences<br />High Context: <br />The meaning of the spoken word is often implicit and based on the environmental context and relationship rather than on explicit categorical statements <br />Asian and Arab Cultures <br />A social relationship must be established before business is conducted. <br />Handshake may take the place of a legal document <br />Being on time to a meeting is not considered very important. <br />The Japanese word “no”<br />Individuals don’t want to offend so a person will never say no outright. They may, for example, say “that may be very difficult” instead. <br />Low context communications<br />Western cultures<br />Great emphasis is placed on exact words and the receiver is expected to derive most of the meaning from the written or verbalized statements, not from behavioral cues <br />Perceived (by high-context) as more opinionated, focused, and eager to get to the point <br />High Context vs. Low Context<br />
    11. 11. Understanding Cultural Differences<br />Power Distance<br />Measure how tolerant a society is about unequally distributed decision-making power <br />Management makes all the decisions, little input from employees<br />Individualism <br />Contrasted with collectivism, pits loyalty to ones self against loyalty to a large group (US gravitate towards individualism)<br />Masculinity/Femininity <br />Contrasts competitiveness against compassion and nurturing (the US is a masculine nation) <br />Uncertainty avoidance <br />Measure how well a society tolerates ambiguity (US tolerates uncertainty) <br />Long-term/short-term orientation<br />Measures a societies willingness to consider traditions of the past and carry them into the future (US has short-term orientation) <br />Five basic cultural dimensions<br />
    12. 12. Understanding Cultural Differences<br />Language challenge: Do you know the alternative meaning?<br />1. In England, a “rubber” is a/an _________. <br /> Eraser<br />2. In Spain, “Calzone means ________. <br />Underwear<br />3. What does the famous phrase “Got Milk?” mean to many Spanish speakers (when directly translated)?<br />“Are you lactating?”<br />This presents problems especially for industries such as the magazine industry (Conde Nast, publisher of Bon Appetit) where word choice and language can be easily misunderstood. An ad in the magazine or campaign promoting the publications must be carefully worded, taking into consideration foreign nations. <br />Quick Quiz<br />
    13. 13. True or False: “That’s Offensive! “<br />Understanding Cultural Differences<br />5. The Chinese think numbered tabled appear to rank guests so prefer to name them rather than assign numbers (at an event)<br />- True<br />6. Americans are fond of last names but it is not proper business etiquette in Europe and Asian unless you have been given permission. <br />- False: First names <br />7. Gift giving is uncommon in Asian cultures. Executives find it offensive to exchange gifts with coworkers, especially those of lower ranking. <br />- False: When meeting for the first time, executives exchange gifts as a way of building a social relationship <br />Quick Quiz (cont.)<br />
    14. 14. Representing Foreign Corporations in the US<br />Lobbying <br />Corporations and industries in other countries frequently employ public relations lobby firms to advance their products, services and political interests in the US<br />Some reasons for Foreign Companies to retain public relations counsel in the US<br />To provide ongoing information on political, legal and commercial developments in the US that could bear on the clients business interest<br />To support expansion of the client markets in the US<br />To deal with a crisis situation that threatens the financial health or reputation of the organization <br /> Representing foreign corporations in the U.S.<br />
    15. 15. Representing U.S. Corporations in Foreign Countries<br /><ul><li>Four larges US based companies: (according to book)
    16. 16. Exxon Mobil
    17. 17. General Electric
    18. 18. Microsoft
    19. 19. Citigroup </li></ul>Representing U.S. corporations in foreign countries<br />
    20. 20. Globalization<br />Globalization brings success in shareholder value, revenue, operational efficiencies, higher employee morale and productivity, and corporate reputation <br />NGOs (non-governmental organizations) are important seals of approval for brands<br />Allow for the use of their logos (examples: World Wildlife Fund and Greenpeace)<br /> Can show products and services as being produced in socially responsible and environmentally friendly ways <br />NGO’s that may benefit Bon Appetit could be:<br />Results (international)<br />Sustain (international)<br />Share our Strengths <br />Benefits of Globalization<br />
    21. 21. “The Forbidden Coffee”<br />Globalization<br />
    22. 22. INTERNATIONAL GOVERNMENT PUBLIC RELATIONS<br />
    23. 23. International Government PR<br />Tourism<br />Lobbying<br />Conflict and War<br />Israeli- Palestinian Conflict <br />How might a PR practitioner be influential in other countries?<br />
    24. 24. PUBLIC DIPLOMACY <br />Communication with foreign publics <br />to inform and influence<br />
    25. 25. Public Diplomacy<br />“Serving you on Southwest Airlines”<br />
    26. 26. Public Diplomacy<br /><ul><li>USIA- United States Information Agency
    27. 27. Broadcast Efforts </li></ul>VOA: Voice of America<br />
    28. 28. U.S. FIRMS WORKING FOR FOREIGN GOVERNMENTS<br />
    29. 29. US Firms working in Foreign Governments<br />Examples:<br /> Hill and Knowlton<br />BursonMarsteller<br /> Ruder<br /> Finn<br />Rotman<br />Goals:<br /> Influence US foreign policy, Generate tourism, Create favorable public opinion, Encourage trade<br />Examples and Goals<br />
    30. 30. US Firms working in Foreign Governments<br />What are some ethical problems these firms may face?<br />Quick Quiz<br />
    31. 31. US Firms working in Foreign Governments<br /><ul><li> Deciding to represent a country whose policies or actions reflect on the company
    32. 32. Persuading leaders to alter policies so favorable public image sought may reflect reality
    33. 33. Deciding to represent countries with unethical leaders
    34. 34. Convince officials American Press is independent from government control</li></ul>Problems<br />
    35. 35. NGO’s<br />Non-Governmental Organizations<br />Depend on international support for their programs and causes<br />Examples: Greenpeace, Amnesty international, doctors without borders, Oxfam, and a large number of groups opposed to globalization <br />Perceived to be more credible than the news media or corporations when it came to issues such as Labor, Health, and the Environment <br />Perceived to be motivated by morals rather than profit <br />Rise of NGO’s<br />
    36. 36. PUBLIC RELATIONS IN OTHER NATIONS <br />
    37. 37. Public Relations in Other Nations<br />Which country has seen a large increase in public relations recently?<br />Answer: China- Second largest PR market in Asia after Japan<br />Quick Quiz<br />
    38. 38. Public Relations in Other Nations<br />Brazil<br />India<br />Japan<br /> Middle East<br /> South Africa<br />Australia<br /> Russia<br />Other Countries on the Rise<br />
    39. 39. Public Relations in Other Nations<br /><ul><li>Began in 1990s
    40. 40. Jerry Dalton, former PRSA president, claims the fastest growing career field in PR is international work.
    41. 41. PR professionals pursuing this type of work need to be bi-lingual or speak multiple languages
    42. 42. Competitive, not just Americans who pursue this type of PR</li></ul> <br />Opportunities in International Work<br />

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