This document discusses how the world of public relations is changing due to increasing diversity and globalization. It notes that companies with diverse workforces are better able to understand diverse customer demographics. It highlights the economic rise of countries like China and India and how social media use is growing rapidly in emerging markets. It argues that PR and journalism are transforming due to new forms of online content and that companies from emerging markets are growing fast and reshaping global industries.

1. Cross Cultural PR and Diversity
How the World of PR is Changing
Silvia Cambié
Director, Chanda Communications

2. Diversity: What’s in a Word?
“… a company that employs a
diverse workforce (both men “The business secret of the future will
and women, people of many be about including and inspiring
generations, people from people who in the past we thought did
ethnically and racially diverse not belong.”
backgrounds etc.) is better able
to understand the
demographics of the
marketplace it serves and is Annette Verschuren
thus better equipped to thrive.” President and CEO, The Home Depot,
Canada & Asia
Wikipedia
©chandacom.com

3. It’s Mumbai, Shanghai or… Goodbye!
• China just surpassed Germany in terms of
GDP
• In 15 years, India doubled national income
and world exports
• G7 to meet only informally from 2011 due to
emergence of G20
Sources: Emory University, HSBC India
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4. The World’s Water Cooler
• Over 500 million households online – ½
live in emerging economies.
• Orkut in Brazil has largest domestic online
reach (70%) of any social network
• 6.5 mn internet users in Saudi Arabia (4.2
mn women) – Saudi women spend 30
hr/month online
• Influence of user-generated content on
decisions of Chinese consumers
estimated @ 58% (19% in US)
Source: Nielsen, Universal McCann, CiC, AIWf,
©chandacom.com

5. New Publics
• Transformation of
journalism and PR
(CitJos, blogs, etc.)
• Web 2.0 shrinking
mental distance
between people
worldwide
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6. The Biz Case: New Faces & New Places
• 100 companies that are growing fast and reshaping global
industries.
• Embraer (Brazil), Orascom (Egypt), Chery and Sinopec
(China), Cemex (Mexico), Petronas (Malaysia), Vestel
(Turkey)
• Their total revenues expected to grow from $1.2 trillion to $3.3
trillion by 2010 and $11.8 trillion by 2015
Source: Boston Consulting Group
©chandacom.com

7. The Biz Case: New Tools
• Democratisation of
innovation
• Over 120 mobile-
money schemes in
developing countries
by end 09, more than
double the 08 number
Source: CGAP
©chandacom.com

8. silvia@chandacom.com
www.chandacom-xculture.com