Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISING
: 2010
INTERNATIONAL PUBLIC
RELATIONS
Pertemuan 8
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving and consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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INTERNATIONAL PUBLIC RELATIONS (IPR)
IPR is the planned and organized effort of a company,
institution, or government to establish mutually
beneficial relations with the publics of other nations.
This is primarily the result of worldwide technological,
social, economic, and political changes and the
growing understanding that public relations is an
essential component of advertising, marketing, and
diplomacy.
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INTERNATIONAL CORPORATE PR
The New Age of Global marketing:
American markets, and shrinking cultural differences
bringing the “global village” ever closer t reality.
Today almost one-third of all U.S. corporate profits
are generated through international business. In the
case of Coca-Cola, probably the best-known brand
name in the world, international sales account for
80% of the company’s operating profit. At the same
time, overseas investors are moving into American
industry.
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INTERNATIONAL CORPORATE PR (1)
Language, Cultural Differences, and Other Issues:
The problems may be aggravated by conditions such as:
1. Differences in languages and the multiplicity of
languages in some countries.
2. Longer chains of command, stretching back to the
home country.
3. Evident and subtle differences in customs
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4. The varying levels of development of the media and
public relations.
5. Antipathy expressed toward “multinationals,” a
pejorative word in many countries
6. A dislike grounded in such factors as national pride.
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OPPORTUNITIES IN INTERNATIONAL
WORK
Foreign PR have been formed in about 70 countries.
Many are comparable to the PR Society of America
(PRSA); smaller number relate exclusively to the
business world, such as the International Association
of Business Communicators. There is also the
International Public Relations Association (IPRA) that
has more than 900 members in 90 nations.
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OPPORTUNITIES IN INTERNATIONAL
WORK
The 1990s, according to many experts, represented a
new golden age of global marketing and public
relations.
Marshall McLuhan ever said: this is the coming era of
“Global Village”, means that: there will be a
multiplicity of languages, customs, and values that
public relations professionals will have to understand.
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OPPORTUNITIES IN INTERNATIONAL
WORK (1)
Many transnational corporations, putting an increased
emphasis on international customer relations, are
hiring “corporate protocol” officers to be responsible
for doing everything from booking hotels, planning
bunquets.
Paul Finney says; “Corporations tend to fill their
protocol jobs with people who have backgrounds in
public relations, marketing, and meeting planning and
who have a knowledge of the industry.”.
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IPRA MEMBERS SHALL ENDEAVOR:
1) To contribute to the achievement of the moral and
cultural conditions enabling human beings to reach
their full stature and enjoy their right.
2) To establish communication patterns and channels.
3) To conduct himself/herself always and in all
circumstances.
4) To bear in mind that, because of the relationship
between his/her profession and the public.
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IPRA MEMBERS SHALL UNDERTAKE:
1) To observe, in the course of his/her professional
duties, the moral principles and rules of the
“Universal Declaration of Human Rights.”
2) To pay due regard to, and uphold, human dignity, and
recognize the right of each individual to judge for
himself/herself.
3) To establish the moral, psychological, and intellectual
conditions for dialogue in its true sense.
4) To act, in all circumstances.
5) To carry out his/her undertakings and commitments
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