This document discusses global public relations. It begins by defining global PR as efforts to create and maintain positive relationships with citizens of other countries. Global PR is used by companies, governments, and institutions to navigate cultural differences when expanding internationally. It faces challenges such as competing corporations, sustainability, and boycotts. Cultural dimensions like power distance and individualism vs. collectivism must be considered. Public diplomacy and work with NGOs are also discussed as important aspects of global PR.

1. Image Source: http://mediabuzz.monster.com/benefits/articles/1-global-public-relations-careers
Chapter 14:
Global Public Relations

2. Global Public RelationsGlobal Public Relations
What is Global PR?
Who uses
Global PR?
Why is Global
PR important?
What are some
challenges for
global PR?
What is public
Diplomacy?
What is an
NGO?
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3. International Public RelationsInternational Public Relations
A concentrated effort to create and maintain a
positive relationship with the citizens of another
country. A.K.A. public relations on an
international/global level.
What is Global PR?
Who uses
Global PR?
Company
Government
Institution
http://logodatabases.com/ibm-logo.html/ibm-logo
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http://www.modernukraine.eu/wp-content/uploads/2012/12/WTO-globalvoices.org_.au_.pn
Sources:

4. 1/3 of U.S. corporate
profits comes from
international
business!
Before a public relations team can
put together a PR platform, they
must consider the culture that is the
focus of the plan. Many public
relation specialists begin their
research with Geert Hofstede’s
Cultural Dimensions.
Why is Global
PR important?
International Corporate PRInternational Corporate PR
Globalization has brought around the need for
global public relations. Taking a business
international can be a risky yet profitable move,
but differences in language, laws and cultural
customs challenge many risk takers. International
companies must create an entirely new platform
for their product, and for that, they turn to global
public relations.

5. 5 Cultural Dimensions5 Cultural Dimensions
Power Distance
the public’s tolerance
level for centralized
power
Uncertainty Avoidance
the society’s tolerance
level for ambiguity
Long-Term/Short-Term
Orientation
the society’s use of
traditions and ideas from
the past when making
decisions in the future
Individualism/Collectivism
the degree of loyalty to
oneself versus the loyalty to a
larger group
Masculinity/Femininity
the focus of the culture on
competitiveness (masculinity) or the
focus of a culture on
compassion/nurturing (femininity)

6. As more and more companies go
global, they face obstacles that
must be overcome in order to
succeed internationally.
Companies rely on Global PR to
overcome these challenges.
What are some
challenges for
global PR?
Wal-Mart is the
largest global
company in the U.S.!
U.S. Corporations AbroadU.S. Corporations Abroad
Possible problems:
1.Competing corporations
2.Sustainable development
3.Boycotts
4.Acting for the good of the
company and the host country

7. What is public
Diplomacy?
It is public relations for the
government. The United States
Information Agency was the first
government “PR Firm.” The
program was terminated in 1999,
and its duties were given to the
U.S. Department of State.
Public DiplomacyPublic Diplomacy
The USIA was
created in 1953
by Eisenhower.
Many countries actively
lobby the U.S. in order to
create a positive
relationship for trade, and
they rely on Global PR to do
so.

8. NGO’SNGO’S
What is an
NGO?
What does it
have to do with
Global PR?
NGO stands for
Nongovernmental
Organizations. These
organizations survive due to
international support of the
causes.
NGO’s are considered more
trustworthy than news media,
government, and corporations,
so many businesses are working
with NGO’s to provide positive
PR for both parties.
Greenpeace and Doctors
Without Borders are two
big name NGO’s.

9. See! It wasn’t that hard.
Source: http://24.media.tumblr.com/tumblr_m8071zPjgt1qegorpo1_500.g

10. See! It wasn’t that hard.
Source: http://24.media.tumblr.com/tumblr_m8071zPjgt1qegorpo1_500.g