Going Global. Going Local: Global Strategies for your online business
Going Global Public Relations
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Transcript of Going Global Public Relations
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Going GlobalKevin M Brett
November 14, 2012
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“Shaken, Not Stirred…”
• Istanbul, Turkey• M16 Hdqrs.• Shanghai, China• Macau, China• London “Tube”• Scottish Highlands• “Skyfall”
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Globalization: A Fact of Life
• “The World is Flat”• Digital Communication• Two-Way Symmetrical• English: Lingua Franca?• Anywhere in One Day• Outsourcing/Insourcing
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Worldwide Competition• Olympics • World Cup• Grand Slams• Intellectual Property • Subsidized Businesses• Tech Transfer• New Middle Classes• Protectionism• Free Markets?
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“Business Is War”• No Biz Is Totally Safe• Everything is in Play• Faced Extinction• Predatory Pricing• Sanctions• Temporary Peace
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Respecting Culture vs. Going Native
• Speak the Language?• Understand Culture?• Local Media?• Frustrate Easily?• Politeness• Patience
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Geert Hofstede: Cultural Dimensions Theory
• Five Dimensions• Power Distance• Individualism• Uncertainty Avoidance• Masculinity• Long-Term Orientation
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Power DistanceHigh
• Mexico• Saudi Arabia• China
Low• United States• Austria• Israel
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Individualism/Collectivism
Individualism• United States• Canada• Western Europe
Collectivism• China• Japan• Russia• Latin America
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Uncertainty AvoidanceTolerant
• United States• Great Britain• Sweden
Intolerant• Japan• China• Greece
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Masculinity/Femininity
Competitive• Germany*• Japan• United Kingdom
Compassion• Sweden• Netherlands• Spain
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Long Term/Short Term
Long Term• China• Japan• Hong Kong
Short Term• United States• Canada• Western Europe
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Foreign Corrupt Practices Act
• Since 1977, Illegal Under U.S. Law to Bribe Foreign Officials
• Arose From “Bananagate”• Lockheed Scandals• Allows “Grease” or Facilitation Payments (e.g., US
Passport, $60)• What About “Jollies?”• “Transportation Money?”
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Working Overseas?
• Corporations (e.g., US-Based; Foreign Based)
• Public Relations Agencies (e.g., Edelman, 40+ Offices Around the World, 4,000 Employees)
• NGOs (e.g., Red Cross, Amnesty International, Greenpeace…)
• Multilateral Approaches (e.g., UN, EU, ASEAN)
• Speak the Language; Respect the Culture