UGA ADPR 3850 - Global Public Relations (5 pages)

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Global Public Relations

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Global Public Relations


Lecture number:
Lecture Note
University of Georgia
Adpr 3850 - Public Relations
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ADPR 3850 1nd Edition Lecture 21 Outline of Previous Lecture I Managing Corporate Reputations II Entertainment and Sports PR III Travel Promotion Outline of Current Lecture I Global PR II Politics and PR Global Public Relations global 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 nations Brazil largest economy in S America Russian Federation corruption is reducing confidence in news and government India 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 implicit words are context specific non verbal cues are more important Low Context Europe Western Nations Emphasis is placed on exact words Non 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 bowing Gift 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 Dimensions 1 Power Distance 2 Individualism Collectivism 3 Masculinity Feminity 4 Uncertainty 5 Long term v short term orientation Based on results of an international survey of respondents in more than 40 countries during the late 60s and early 70s POWER DISTANCE A measure of tolerance for centralized power High tolerance countries France Mexico and many Muslim nations Low tolerance countries Austria and the USA INDIVIDUALISM 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 FEMININITY Competitiveness vs Compassion Masculine nations Germany Australia Japan etc Feminine nations include Spain and Sweden Social Norms UNCERTAINTY 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 is viewed 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 bil Public 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 house Presidents 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 issues Corporations 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 constituents have lobbyists Pitfalls Influence peddling erodes public confidence in government Grassroots Indirect lobbying involves coalition building and getting those with no financial interest in an issue to speak on the sponsor s behalf In elections fundraising is more important Practitioners role in elections fund raising budgeting

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