C H A P T E R

Context /Environment for IPR

     Globalization Culture conflict Complex international environment Multinational corporations demand PR Global arena characterized by  Disensus vs. consensus,   Rapid rate vs. stability The role of “Global integrator ”

国际公共关系研究范围

   比较案例研究多个国家或地区的公共关系，求共 性 检验美国模式是否具有普世性 跨国公司全球实践模式  关注公共关系在全球环境和跨文化背景下的运用 与实践   国际公关的四个领域：国际组织、政府关系、跨 国经济、公民交往 重点为跨国公司

The main players in IPR

    IGO: EU. IMF,WHO,NATO, UN INGO :Greenpeace, Red Cross PR consultancies: Edelman, Hill and Knowlton Nation states and governments :Bush Administration in Iraq   Virtual communities: MNO : Coca-Cola, Microsoft Main players invest heavily in developing a global image.

What is Global Public Relations?

Global or international public relations, may be defined as the planned and organized effort of a company, institution, or government to establish and build relationships with the publics of other nations. These publics, in turn, may be defined as the various groups of people who are affected by, or who can affect, the operations of a particular firm, institution, or government.

Views from PR scholars

   Relational skills: skills of alliance building, cooperation, long-term compromise for mutual gain. --- J. Grunig (1991) Using communication to adapt relationships between organizations and their publics. --- Botan (1992) What global organizations need today are “mechanisms to build relationships that reduce tensions across cultures. --- Kanter (1995)

   International pr is a program or practice that has the opportunity of affecting or being affected by publics in more than one country.

IPR is a process of establishing and maintaining relationships with publics in various countries. IPR is the extension to or part of the field of public relations.

Defining international public relations

      Interdisciplinary Theoretical Foundations for IPR ( Robert Wakefield) Pavlik PR rapid growing, least understood Global PR IPR Definition Features:

Definition

  International public relations is the planned communication activity of an organization, a supra or international institution or government to create a positive and receptive environment through interactions in the target country which facilitates objectives without harming the interests of the host publics. preparative , situational , promotional

Definition

   Wakefield: IPR is a multinational program that has certain co ordination between headquarters and various countries where offices and /or publics are located, and that has potential consequences or results in more than one country.

Wilcox (2001): the planned and organized effort of a company, institution or government to establish mutually beneficial relations with the publics of other nations Culbertson (1996): IPR focuses on the practice of public relations in an international or cross-cultural context.

Global Corporate Public Relations

Fueling the new age of global public relations and marketing are:

• • • • • •

Satellite television Computer networks Electronic mail, facsimiles Fiber optics Cellular telephone systems Emerging technologies such as integrated services digital networks (ISDN), which enable users to send voice, data, graphics, and video over existing copper cables

The Main Players in IPR

    IGO: EU. IMF,WHO,NATO, UN INGO :Greenpeace, Red Cross PR consultancies: Edelman, Hill and Knowlton Nation states and governments :Bush Administration in Iraq   Virtual communities: MNO : Coca-Cola, Microsoft Main players invest heavily in developing a global image.

Global Corporate Public Relations cont.

Companies operating in other nations are confronted with essentially the same public relations challenges as those in the United States. The objective is to successfully compete and also to manage conflict, but the task is more complex on an international and intercultural level.

Public relations practitioners need to recognize cultural differences, adapt to local customs, and understand the finer points of verbal and nonverbal communication in individual nations.

Global Corporate Public Relations cont.

Studies of national/cultural differences among employees around the world back date back to the 1970s. Five basic cultural dimensions: (1) Power distance (2) Individualism (3) Masculinity/femininity (4) Uncertainty (5) Long-term/short-term orientation measures

Global Corporate Public Relations cont.

Five major reasons for a foreign corporation to retain a public relations counsel in the United States are:

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To hold off protectionist moves threatening their

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company or industry To defeat legislation affecting the sale of a client’s product To provide ongoing information on political, legal, and commercial developments To support expansion of the client’s markets in the United States To deal with a crisis situation that threatens the financial health or reputation of an organization

International Gov. Public Relations

The governments of virtually every country have one or more departments communicating with other nations. Much effort and millions of dollars are spent on the tourism industry, attracting visitors whose expenditures aid the local economy.

Even larger sums are devoted to lobbying efforts to obtain favorable legislation for a country’s products. Conflict and war also generates public relations efforts by nations to make their case in the world court of public opinion.

International Gov. Public Relations cont.

What do these countries seek to accomplish?

    

To advance political objectives To be counseled on the United States’ probable reaction to the client government’s projected action To advance the country’s commercial To assist in communications in English To counsel and help win understanding and support on a specific issue

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To help modify laws and regulations inhibiting the client’s activities in the United States

The Rise of NGOs

Hundreds of nongovernmental organizations (NGOs) depend on international support for their programs and causes.

Thought leaders trust NGOs more than government or corporations because they consider their motivation to be based on “morals” rather than “profit.” There is increasing evidence that giant corporations are cooperating with activist NGOs to form more socially responsible policies.

Public Relations Dev. In other Nations

On a global basis, public relations as an occupation and a career has achieved its highest development in the industrialized nations of the world.

It emerges more readily in nations that have multiparty political systems, considerable private ownership of business and industry, large-scale urbanization, and relatively high per capita income levels.

Opportunities in International Work

The 1990s represented a new golden age of global marketing and public relations. The opening of the European Market, coupled with economic and social reforms in East European countries and the former Soviet Union, hastened the reality of a global economy.

Opportunities in International Work cont.

The “global village” still means that there will be a multiplicity of languages, customs, and values that public relations professionals will have to understand.

Fluency in foreign language is a valued skill but not a prerequisite.

What is also important are backgrounds in international relations, global marketing techniques, social and economic geography, and cross-cultural communication.