By John, Peter, Adrienne & RyanCOMM 2330: Intro to Public RelationsPalo Alto College, San Antonio, Texas

Global Public Relations

Build relationships worldwideGive public relations to nations that lack itMore importance placed on PR as time passesCan be difficult due to human barriersMany countries use U.S. PR techniques.PR techniques predate the term “PR”.

What is global public relations?

Best coverage – the Americas, EU, AU, East AsiaPoor coverage – the Middle East, Africa,

Russia/UkraineSurprisingly good - Antarctica

Public Relations Development in Other Nations

US has been engaged in international business 1990s

Today almost one-third of all U.S. corporate profits

Fueling a new age of global PR 400 million, 27 countries speak multiple

languages

International Corporate PR

Inter-Cultural Challenges High-Context CulturesLow Context CulturesMedia Translation Global Segmentation Targeting

Language and Cultural differences

What is a foreign corporation?How do foreign corporations benefit

globally? Challenges of foreign corporation?

Foreign Corporations in the U.S.

U.S. in other nations. Challenges abroad Sustainable development Benefits of globalization Political philosophies The best of all worlds

Representing U.S. Corporations in Other Nations

U.S government disseminates information world wide

Open communication in American society presents complexity

Helps promote America’s idea of democracyUnited States Information Agency (USIA) 1953

President Dwight Eisenhower USIA developed after Committee on Public

Information (CPI)USIA fell because Congress and other critics

Public Diplomacy

The U.S. Department of State took overThe staff was cut by 40% and funding

decreased September 11 “win the hearts and minds”

of the publicCommunication is key

Public diplomacy cont.

Millions of dollars are spent on tourismCountries that want to sweep U.S. audience aim

for:Advance political objectivesCounsel on probable U.S. reactionEnglish communication Counsel and help win support on specific

issuesHelp modify laws and regulations

Foreign Public Diplomacy Efforts

Foreign governments must register/file reports with the U.S. Attorney General

Non-U.S. governments gather detailed information

Provide facts and published statements

Foreign Public Diplomacy Efforts Cont.

Hundreds of NGOs depend on international supportCoverage more than doubled over the past four-year

periodTrust in NGOs is more than government or

corporationsViewed as a “wake up call”Large corporations have failedLarge corporations are adopting an accommodation

stance

The Rise of NGOs

Read a mapDress upTalk smallNo slangSlow downListen as much as you talkSpeak lower and slowerExercise religious restraintExercise political restraintLearn some words

NGOs Makeover

Decide to work early to build skillsGraduate study (master's/doctoral degrees)

recommendedStudy abroad!Have an interest in international culturesLarge firms draw employees from worldwideTake the U.S. Foreign Service Officer’s exam

Opportunities in International Works

What is Public Diplomacy?Which career opportunities are available in Global

PR?How is PR being practiced around the world?How is PR changing the new age?

Summary