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

2. What is international
Public Relations?
Defined as the planned and organized effort of a company institution
or government to establish mutually beneficial relations with publics
of other nations

3. New Age Global
Marketing
Today almost one-third of US corporate profits are generated
through international business.
Coca-Colas international sales account for 70% of their revenue.

4. International PR
Challenges
Differences in language laws and culture pose serious
problems for international public relations

5. Language and Culture
Difference
Experts in intercultural communications point out that many cultures
are “high context” communication societies.
Meaning that the spoken word is often implicit and based on the
environmental context and the relationship rather than on the
explicit.

6. Language and Culture
Difference
In contrast the American and European communications styles are
considered “low context.” Great emphasis is placed on exact words
and the receiver is expected to derive most of the meaning from the
written or verbalized statements.

7. Examples of difference
A British exec staying at a hotel in New York was embarrassed
because he asked the front desk for a ‘rubber’ which is an eraser in
England.
The Milk Processor Association found that the catchy phrase “Got
Milk?” didn’t translate too well into Spanish. The literal translation was
“Are you Lactating?”

8. Reasons Countries hire
American Public
Relations Professionals
•To hold off protectionist moves threatening their company or
industry
•To defeat legislation affecting the sale of a client’s product
•To support expansion of the clients markets In the united states
•To provide ongoing information on political sociological and
commercial developments in the US

9. US Firms working for
Foreign Governments
Hill and Knowlton has represented Indonesia and Morocco to
promote tourism, create favorable public opinion and influence US
foreign policy.

10. The Countries Goals
•Advance Political Objectives
•Be counseled on the United States probable reaction to the client
governments projected action
•To advance the countrys commercial interests
•Assis in communications in english
•Counsel and help win understanding and support on a specific issue
undermining the clients standing in the US
•Modify laws and regulations inhibiting the clients activities in the US

11. Problems and Rewards
Firms Face
•Deciding to represent a country such as Zimbabwe or China whos
human rights violations may reflect adversely on the agency
•Persuading the heads of such a nation to alter some of its practices
so that the favorable public image sought may reflect reality
•Convincing officials of a client country which may totally control the
flow of news internally that the american press is independent from
the government control and that they should never expect coverage
that is 100 percent favorable
•Deciding whether to represent a nation such as Belarus in which the
autocratic head of stat has drastically reduced civil liberties and
crushed any opposition