The document discusses global public relations and the challenges companies face operating abroad, such as competing with larger foreign corporations, dealing with boycotts due to disagreements with US policies, and ensuring they act as good corporate citizens in different cultures. It also describes how governments use public diplomacy to educate foreign audiences and how NGOs have become trusted partners for corporations seeking public goodwill globally. Finally, it outlines career opportunities in global PR which require skills like foreign language fluency, international relations knowledge, and an understanding of cross-cultural communication.

1. Global Public Relations
Chapter 14
Matthew Crownover

2. What is Global PR?
Planned or Organized
efforts of a company,
institution or
government to establish/
build relationships with
other nation’s publics

3. US Corporations in Other
Nations
• US Companies face many
challenges abroad
– Competing with other larger
corporations head quarters in
other nations
– Being boycotted by nations who
disagree with US foreign policy
– Striving to be a good corporate
citizen at a National and Local
level by learning cultural and
language differences

4. What is Public Diplomacy?
• US Government’s
way of educating
the public of other
countries about the
culture of the US
and promote the
way the US deals
with foreign
policies.

5. Role of NGO’s in Global
Marketplace
• NGO’s have become more trusted by the public
than news media, government, or corporations
because the public believes they have no
biases and their motives are based on “morals”
rather than “profit”.
– Giant corporations are now trying to partner with
NGO’s to garner public goodwill.

6. Career Opportunities in Global
PR
• Skills/ Background Info in
Global PR
– Fluency in Foreign
Language
– International Relations
– Global Marketing
Techniques
– Social & Economical
Geography
– Cross-Culture
Communication