International public relations involves establishing good relations between a company, institution, or government and multiple nations. Some key challenges include language barriers, cultural differences, and varying laws across countries. An example international PR campaign involved Kia using blogs to reach a global audience in a modern way. Developing an effective international PR strategy requires identifying shared values, determining suitable communication tools for different cultures, comparing and contrasting cultures, planning for cultural behavior changes, and monitoring the strategy for effectiveness.

1. International Public
Relations
Anthony Burchell
10/28/10
Comm 2330

2. • The goal of establishing good relations from a
company, institution or government to
multiple nations.
What is International PR?

3. • In 2008 Edelman won the Best International
Campaign at the Korea Public Relations
Association Awards.
• The campaigns push was to bring Kia into the
modern age of the blogosphere in a way that
reached the masses world wide.
Example of an International
PR Campaign

4. • Language Barriers
• Culture differences
• Laws
Problems Faced With
International
Communication

5. • A British Exactutive staying at a hotel was
embarrassed because he asked the front desk
for a ‘rubber’ which is an eraser in England.
• ‘Got milk?’ translates to “Are you lactating?”
in Spanish
Language and Culture
Differences

6. Stratigies of International
Public Relations

7. • "What common values, principles,
procedures and behaviors must we
create so that we can achieve our
mission?" In practical terms, this
step can result in a set of goals.
1. Identify the common
culture needed/wanted

8. • Print
• Web
• Television
2. Identify available
communication tools

9. • Determine how you can reach the masses in
a common way to achieve the goal keeping in
mind the different cultures you are targeting.
3. Determine tools
suited to goals

10. • Research the different cultures and possible
problems in communicating.
• Laws
• Culture
4. Compare Contrast
Different Cultures

11. • That may mean we will need to help
people develop the skills needed to
fulfil these new expectations. For
example, a manager might need to
learn how to rephrase memos, or
conduct cooperative performance
appraisals so they are consistent
with the desired culture.
5. Plan for Changing
Behavior

12. • Know what you need to
communicate, and how you are
going to do it
6. Plan For
Implementation

13. 7. Launch

14. • Keep watch that media tools are effective
• Plan potential changes to media plan based
on tools that may become available
8. Monitor and Revise