An overview presentation on international public relations, featuring cases from Apple, Burger King, Volkswagen, Coca-Cola, KFC and McDonald's.

1. INTERNATIONAL
PUBLIC RELATIONS
Presented by CHIP LOWE

2. WHAT IS I-PR

3. GROWTH & OVERVIEW
 Has become a major area of growth for practitioners
 Two principal aspects:
 Counseling domestic clients to reach new markets
 Counseling foreign clients to communicate with American audiences

4. WHAT IS I-PR
 Why has it become important?
 Extensive international business: More and more profits are coming from
international divisions of multinational corporations.
 PR agencies are generating more of their revenue from international efforts.
 New technologies make delivering messages easier. (Now easier and
cheaper to engage in.)

5. WHAT IS I-PR
 Nation Building & Shaping Public Policy
 Another major sector/use of international PR is that of government
organizations:
 1. Countries use PR to improve their image abroad.
 Ex: Beijing for the Olympic games
 2. Governments use PR to communicate to their internal, local publics. (They
may use PR firms or consultants that are specialized for their efforts from
outside their country.)
 Ex: Product(RED) – Global fight against AIDS in Africa
 3. Governments use PR to address issues or resolve disputes with other
states or nations, or companies based in another country.
 Ex: Google search censoring in China, Apple seeking removal of the embargo in
Iran

6. USING ROPES
 RESEARCH:
 Client Research:
 Background info within home country
 Status of reputation in other country amongst target audiences
 Opportunity or Problem Research:
 Why or to what extent is an international program needed?
 In response to a problem or proactively creating goodwill
 Audience Research:
 Develop a strong understanding of social structures, heritage, business
practices

7. USING ROPES
 OBJECTIVES:
 Similar input and output objectives as discussed in other chapters.
 PROGRAMMING:
 Same principles apply with regard to themes, messages, action and special
events.
 EVALUATION:
 Use the same methods you would use in the host country.
 The challenge here is finding reputable firms within the target country.
 STEWARDSHIP:
 Finding ways to improve the program for
future campaigns or rollouts in other countries.
 Maintain the relationships and successful international markets
you have already developed.

8. HOW I-PR WORKS
 The international PR marketplace includes:
 Conglomerates
 Networks
 Independent Firms
 Largest in the world: Edelman

9. PROBLEMS FACED BY
PRACTITIONERS
 Ethical dilemmas:
 Freedom of the press in various countries
 Should you engage in gifts or bribes?
 How do you compete with local firms that do practice local cultural or business
practices?
 Legal ramifications:
 Is your business model legal in other countries?
 For product-based companies, do you have to follow separate consumer
protection laws?
 Do you have separate registrations or filings that must be completed?
 Are you doing business in a nation that has high government media
intervention, such as China? How do you respond to this negative press or
prevent it from happening?

10. PROBLEMS FACED BY
PRACTITIONERS
 Cultural differences:
 Global culture is developing, but country-specific cultural norms must still be
respected.
 Does you business model and perception allow you to expand to this new
international market?
 Are you appropriately utilizing your company culture and local culture?
 Are you engaging the local target audience?
 Is your campaign or business developing as a native entity? Does it need to?

11. INTERNATIONAL CAMPAIGNS
 Burger King in Puerto Rico
 Lo Prefiero – “I prefer” in English
 This has been a long-standing slogan used in Burger King Puerto Rico.
 Separately customized for Puerto Rico; not used in all of Latin America.
 The company has specifically customized their marketing and PR efforts,
even though Puerto Rico is a part of the U.S.
 The company has extended this campaign/local slogan to their buildings, in-
store signage, BK Puerto Rico website and their local social media outlets.
 The company is also engaged in implementing this localized campaign on
their Facebook, Twitter and YouTube pages.

12. BURGER KING PUERTO RICO

13. BURGER KING PUERTO RICO

14. INTERNATIONAL CAMPAIGNS
 Volkswagen in the United States
 Volkswagen Group of America, their US enterprise,
was founded in Englewood Cliffs, NJ in 1955.
 The company has successfully maintained their heritage, but also
implemented a successful mastery of American culture for their target
audience in the U.S.
 After struggling in the 1990s, the company refocused their marketing and
advertising efforts, honing the messaging we see today that celebrates
German roots while communicating in an American style.
 Sales have dramatically increased by 25% over the decade as a result of
these refocused efforts.

15. VOLKSWAGEN USA

16. NAME THAT COUNTRY

17. MCDONALD’S IN…
 South Korea

18. NAME THAT COUNTRY

19. COCA-COLA IN…
 India & Pakistan

20. NAME THAT COUNTRY

21. KFC IN…
 Singapore

22. INTERNATIONAL PR
HIGHLIGHTS
Be sure to:
1. Know your audience,
2. Know the culture and
3. Keep your brand identity or
heritage.
This will help you ensure success
in an international campaign!