International Public

Relations
Anthony Burchell
10/28/10
Comm 2330

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

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.

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

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.

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.

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? didnt translate too well into Spanish.
The literal translation was Are you Lactating?

Reasons Countries
hire American
Public Relations
Professionals
To
To
To
To

hold off protectionist moves threatening their company or industry

defeat legislation affecting the sale of a clients product
support expansion of the clients markets In the united states
provide ongoing information on political sociological and commercial developments in the US

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.

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

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