Chapter 15: International Relations

1
Chapter 15 International Relations
2
A vision for the 21st century

• Nearly 50 years ago, communications scholar
  Marshall McLuhan wrote that, the world is a
  global village.
• What does this idea mean to you in 2006?
• How does it impact the practice of public
  relations?

3
PRs rapid growth worldwide

• The growth of international public relations is
  largely due to
• The explosion in communications technologies
• Realignment of economic power caused by the
  formation of multinational trading blocs, such as
  NAFTA
• Massive social and political changes
• Unification of countries pursuing common goals,
  such as AIDS

4
Operating around the globe

• The actions of individuals and organizations in
  one part of the world are felt instantly and
  irrevocably by other people around the globe.
• Multinational corporations must be sensitive to
  how their actions might affect people of
  different cultures across the world.
• Organizations must constantly prove they are
  responsible and concerned residents of local
  communities.

5
Operating around the globe

• Smart multinationals also support local causes,
  incorporating audiences and celebrities into
  philanthropic efforts.
• To win lasting friendship and support in other
  countries, the overriding mantra is
• Think globally, act locally.

6
The case for global public relations

• We need public relations to deal with challenges
  that multinational organizations face.
  Organizations need to communicate actively, show
  responsibility, and operate legally and
  ethically.
• Social, economic, and political changes increase
  the need for organizations to communicate and
  support efforts in international settings.

7
Hopscotching the world for PR

• In the 21st century, public relations has become
  a global phenomenon.
• In 2000, the Global Alliance for Public Relations
  and Communications Management was formed. It
  represents more than 75,000 practitioners in 63
  member countries.
• The International Public Relations Association,
  founded in 1955, has members in 92 countries.

8
Hopscotching the world for PR

• Here is a globe-trotting summary of the state of
  public relations around the world
• Canada Rivals the U.S. in terms of PRs respect
  and maturity. Practitioners must be fluent in
  French and sensitive to diversity issues.
• Europe Privatization and European Community
  synthesis have spurred heavy PR growth. BMW,
  Volkswagen, Rolex, and Nestle are leading
  economic growth in this region.

9
Hopscotching the world for PR

• Latin America Expanding at a faster rate than
  almost any other region in the world. The PR
  scene is chaotic PR is mostly highly developed
  in Mexico.
• Japan Although the practice of PR is contrary to
  Japans cultural heritage, it is growing quickly.
  Mass media and technology are forces powerful in
  Japan.
• China This is the worlds fastest-growing
  economy. Western-style PR is new, but quickly
  taking off. China is now home to15,000 PR
  professionals.

10
Hopscotching the world for PR

• Asia Rapid growth. PR in every Asian country is
  different, and the PR practice differs from
  Western-style work.
• Eastern Europe New democracies provide 370
  million consumers, expanding PRs prospects.
  Citizens are heavy television viewers.
• Russia Now a capitalist nation, it is home to
  offices for ATT, Intel, Coca-Cola, and even PR
  Newswire.

11
Hopscotching the world for PR

• Australia and New Zealand Although more low-key,
  PR is heavily practiced here. These are home to
  both local and international agencies.
• Africa South Africa leads the way. Several
  countries require practitioners to officially
  register.
• The Middle East Despite hostilities and
  misunderstanding, between East and West, PR has
  grown nicely here. On the dark side, terrorists
  have also adopted a range of PR techniques. Can
  you think of any?

12
Communicating to the Global Village

• Communications media have truly converted the
  globe into one large village united by
  satellite and Internet technology.
• As the world shrinks in a communications sense,
  PR practitioners knowledgeable about foreign
  customs and cultures will be in great demand.

13
Nongovernmental organizations
Worldview Nongovernmental organizations (NGOs)
such as True Majority, started by Ben Jerrys
Ice Cream, are united in seeking a better world.
14
Summing it all up

• The brave new world that emerged after
  September 11, 2001 will be a part of our future
  in the 21st century.
• Global conflicts mean that companies,
  governments, and individuals reach out to
  communicate with each other.
• As global competition intensifies, so too does
  global communication. It is easier to communicate
  but more difficult to be heard.
• Organizations desperately need professional
  communicators to navigate this new landscape and
  build harmonious relationships with others around
  the world!