DOC PREVIEW
UGA ADPR 3850 - Global Public Relations
Type Lecture Note
Pages 5

This preview shows page 1-2 out of 5 pages.

Save
View full document
View full document
Premium Document
Do you want full access? Go Premium and unlock all 5 pages.
Access to all documents
Download any document
Ad free experience
View full document
Premium Document
Do you want full access? Go Premium and unlock all 5 pages.
Access to all documents
Download any document
Ad free experience
Premium Document
Do you want full access? Go Premium and unlock all 5 pages.
Access to all documents
Download any document
Ad free experience

Unformatted text preview:

ADPR 3850 1nd Edition Lecture 21 Outline of Previous LectureI. Managing Corporate ReputationsII. Entertainment and Sports PRIII. Travel PromotionOutline of Current LectureI. Global PR II. Politics and PRGlobal Public Relationsglobal PR: the planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations. PR around the world is growing worldwide, most notably in B.R.I.C. nationsBrazil — largest economy in S. AmericaRussian Federation — corruption is reducing confidence in news and governmentIndia — more than 1.2 billion people in India; many unqualified practitioners China — Massive PR growth, second largest asian market after Japan.International Corporate PR- Differences in languages, laws, and culture: High Context (Asian/Arab nations)meaning of words are often implicitwords are context specific non-verbal cues are more important Low Context (Europe/Western Nations)Emphasis is placed on exact wordsNon-verbal cues matter less - Other differences in languages, laws, and culture are:The speed of business — in some cultures it is crass to push to close a deal.Addressing individuals — using first names v. formal names.Physical contact in greetings — like handshakes v. bowingGift-giving, etc.These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Hofstede’s 5 Cultural Dimensions1. Power Distance2. Individualism/Collectivism3. Masculinity/Feminity4. Uncertainty5. Long-term v. short-term orientationBased on results of an international survey of respondents in more than 40 countries during the late 60s and early 70s.POWER DISTANCEA measure of tolerance for centralized power.High tolerance countries: France, Mexico, and many Muslim nationsLow tolerance countries: Austria and the USAINDIVIDUALISM/COLLECTIVISMAssessment of loyalty of privileging of the individual v. group.Asian and Latin American countries are more collectivist and typically place greater emphasis on the good of the group.Western nations are more individualistic, valuing more the individual.MASCULINITY/FEMININITYCompetitiveness vs. Compassion“Masculine” nations - Germany, Australia, Japan, etc.“Feminine” nations include Spain and SwedenSocial NormsUNCERTAINTY AVOIDANCEHow well a society tolerates ambiguity and how well people deal with an unknown future. Like emergency preparedness, formal guidelines for etiquette, and ceremony.Less tolerant nations include Japan, Greece, ChinaMore tolerant nations include of Great Britain, USA, Sweden.LONG-TERM v. SHORT-TERM ORIENTATIONThe degree to which citizens of a country pay attention to honor the traditions of the past.East Asian nations typically have this orientation.The USA and Canada are more short-term in focus.Challenges when representing US corporations in other nationsThree Key Audiences that PR professionals need to communicate with about globalization. 1. Companies themselves — many companies fail to realize that “international capitalism” isviewed unfavorable in many parts of the world. 2. Nongovernmental organizations (NGOS) — approval from an NGO is huge. 3. International institutions — organizations like the WTO with considerable power around the globe.US Firms might be hired by other countries to: - defeat legislation- alter the image of a company (or country)- build confidence in a brand our country- provide counsel- promote trade between nations- to engage in lobbying efforts US based global giants:- Walmart $422 billion- Exxonmobil $370 billion- Chevron $205 billion- ConocoPhillips $199 bil- GE $150 bilPublic Diplomacy- US government refers to its international information efforts as “public diplomacy”. - To enhance understanding of US culture and promote US forgiven policy objectives - Formerly done by the USIA and now done by the US State departmentFOREIGN PUBLIC DIPLOMACY EFFORTS - Advance political objectives - Ascertain probable reaction to a projected action- convince key publics to support that action- advance the country’s commercial interests (like tourism)To have these opportunities in international work:- foreign language skills- new golden age of global marketing- courses in international relations, geography, etc.- openness to language and culture- graduate study or study abroad are assets GOVERNMENT & PUBLIC RELATIONStakes place at all levels of governmentBasic purposes of government public relations: Public service The circulation of information, which impacts public decision-making and attitudes toward policy.Good Public Information Programs involve —> - Identifying critical issues early- creating an educated group of active citizens- ensuring issues are framed accurately- providing opportunities for stakeholders to be a part of the solution- creating legally-defensible solutions Objectives of government information efforts: - Inform the public about the public’s business - Improve the effectiveness of agency operations- Provide feedback to government administrators - Advise management on how to communicate a decision or a program- Serve as ombudsman by representing the public- educate administrators about the role of the media Fed Govt — the largest disseminator of information in the world.The white housePresidents have used media attention to implement PR strategies (Reagan, Bush, Clinton, Obama)Congress The HOR and the Senate engage in extensive information-focused efforts to reach their constituents  News releases, televised statements, e-mails, brochures, electronic newsletters and videos, Facebook/Twitter.Federal agencies Employ public affairs and public information specialists  These people write press releases explaining an agency’s activities. plan events, etc.State and Local Governments Employ public information officers. Both states and cities/towns conduct campaigns to inform the public about health and safety issuesCorporations & Government Relations- monitor govts and legislative activity- disseminate management’s views- Cooperate with government on projects - Motivate employees to participate in political process.Lobbying: a government relations specialty. Efforts directed more narrowly on influencing legislation/regulation- Many participate on all 3 levels.- Many


View Full Document

UGA ADPR 3850 - Global Public Relations

Type: Lecture Note
Pages: 5
Download Global Public Relations
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view Global Public Relations and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view Global Public Relations 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?