APDR 3850 1st Edition Exam 4 Study Guide Lectures 16 18 Lecture 16 April 10 What is 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 Growing worldwide most notably in BRIC nations Brazil largest economy in South America Russian Federation corruption reducing confidence in news and government India More than 1 2 billion people many unqualified practitioners China Massive PR growth second largest Asian market after Japan International Corporate PR Differences in language laws and culture o High context Asian Arab nations The meaning of words are often implicit Words are very context specific Nonverbal cues are important o Low context European Western nations Emphasis is placed on exact words Nonverbal cues matter less o The speed of business in some cultures it is insensitive to push to close a deal o Addressing individuals first name vs last o Physical contact in greetings o Gift giving o Etc What are Hofstede s 5 Cultural Dimensions Power distance o A measure of tolerance for centralized power o Countries with high tolerance of power France Mexico many Muslim nations o Countries with low tolerance of power Austria USA Individualism Collectivism o Assessment of loyalty or privileging of the group vs individual assesses loyalty to oneself vs loyalty to a larger group o Asian Latin American countries are more collectivist and typically place greater emphasis on the good for the group o Western nations are more individualistic rewarding individualism e g divorce Masculinity Femininity o Competitiveness vs comparison o Masculine nations include Germany Australia Japan etc o Feminine nations include Spain Sweden Uncertainty avoidance o How well a society tolerates ambiguity o How well people deal with an unknown future e g emergency preparedness formal guidelines for etiquette ceremony o Less tolerant nations include Japan Greece and China difficulty functioning in climates characterized by uncertainty o More tolerant nations include Great Britain USA Sweden tolerate ambiguity Long term vs short term o He degree to which citizens of a country pay attention to honor the traditions of the past o East Asian nations typically have this orientation o USA and Canada are more short term in focus What are challenges when representing US Corporations in other nations 3 key audiences that PR professionals need to communicate with about globalization o Companies themselves Many companies fail to realize that international capitalism is viewed unfavorably in many parts of the world o Nongovernmental organizations NGOs Approval from an NGO can be seal of approval o International institutions Organizations like World Trade Organization with considerable power around the globe Other countries to might hire US firms to o Defeat legislation o Alter the image of a company or country o Build confidence in a brand or country o Provide counsel o Promote trade between nations o To engage in lobbying efforts Who are the US based global giants Wal Mart 422 billion Exxon Mobile 370 billion Chevron 205 billion Conoco Phillips 199 billion General Electric 150 billion What is public diplomacy US government refers to its international information efforts as public diplomacy o To enhance understanding of US culture promote US foreign policy objectives o The United States Information Agency USIA Foreign public diplomacy efforts o Advance political objectives o Ascertain probable reaction to a projected action o Advance the country s commercial interests o Assist with communications in English o Convince key publics to support a policy o Lobby for changes in legislation in the nation s self interests Discuss the Rise of GNOs NGOs depend on international support for their causes Examples Greenpeace Amnesty International Doctors without Borders Oxfam What are opportunities in International Work New golden age of global marketing Foreign language skills Courses in international regulations geography etc Openness to language and culture Graduate study or study abroad are assets Ch 15 Managing Corporate Reputations Discuss managing corporate reputations Public suspicion and distrust of giant corporations and business in general The role of PR o The importance of corporate social responsibility o The eyes and ears of an organization o Reputation management American opinions of big business o 45 of Americans believe that executives of large US corporations are trustworthy o by contrast 79 trust small business owners Corporate citizenship by the numbers o 82 believe that good corporate citizenship is important to their customers o 53 say corporate citizenship is important to their customers Discuss media relations Many CEOs see journalists as the enemy o E g inaccurate incomplete coverage inadequate research antibusiness bias etc Journalists argue that executives make it difficult to write objectively about an organization o E g no access provide press releases with minimal news value incomplete info on websites etc For media relations people the public is journalists But PR must educate both the organization and the press Discuss customer relations Customer Service is the front line of PR The importance of customer satisfaction for loyalty positive word of mouth and reputation o A dissatisfied customer will tell 9 to 15 people a satisfied 4 to 6 PR must actively listen to consumers and convey concerns back Discuss consumer activism DO o Work with those interested in solutions o Offer transparency o DON T o o o Turn suggestions into action Get emotional Work with those who make threats Expect immediate results Discuss Consumer boycotts Boycott a refusal to buy the products and services of an offending company Offenses can range from addition of hidden fees to larger business practices to dislike of a spokesperson The effectiveness of consumer boycotts is mixed Bank of America removed a monthly debit card fee as consumers threatened to move money elsewhere Lecture 17 April 15 Discuss employee relations and specific employee issues Employees are the ambassadors and a primary public of corporations PR often works with human resources on employee communications Challenges o Morale what motivates different people o Behavior of other employees o Layoffs and outsourcing Specific employee issues o Sexual harassment policies must be communicated o Layoffs must be communicated to employees before released to