CHAPTER 20
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The 21st Century Will Be the
Golden Age of Public Relations
Booming Economy
Corporate Competition
Increased
Communications Budget
High-Tech Companies
Instantaneous Global
Communications
International Mergers
“Humanized”
Communications
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Let’s Discuss
Issues for the Millennium
Economic
Globalization
Shifting Public
Opinion
Aging
Population
Technology
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Let’s Discuss
Issues for the Millennium
The “Lean &
Mean” Firm
“Bigness”
is Back
Corporate
Accountability
Corporate
Responsibility
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Let’s Discuss
21st Century Public Relations Challenges
Need for tailored approaches
Creativity
Increased specialization
Globalization
Technology
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Let’s Discuss
21st Century Public Relations Challenges
Research/results orientation
Ethics and reputation
Minority recruitment
Decreased sexism
Education
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Internationalization of Public Relations
NAFTA
North
American
Free Trade
Agreement
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Internationalization of Public Relations
Mexico
Venezuela
Brazil
Chile
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Argentina
NAFTA
North
American
Free Trade
Agreement
8
Internationalization of Public Relations


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European
Community
Great
Britain
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Internationalization of Public Relations

More than 80% of Europeans watch television daily

20% of Hungarians have TV sets connected to satellite
dishes

13% of Poland population own VCRs

Two-thirds of Hungarians, Serbians, and Croatians
read newspapers daily

40 newspapers in Moscow alone are translated from
English
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Internationalization of Public Relations
Thailand
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Viet Nam
Philippines
11
Internationalization of Public Relations
China
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Internationalization of Public Relations
World’s fastest
growing economy
after the U.S.
Korea
China
Japan
By 2020, 70% of
world will speak
Mandarin
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Internationalization of Public Relations
Australia
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Internationalization of Public Relations
Middle East
Saudi Arabia
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Internationalization of Public Relations
Africa
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Internationalization of Public Relations
Americas
Pacific
Ocean
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Middle
East
Africa
Atlantic
Ocean
Australia
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The Dangers of Monolingualism

Estee Lauder’s “Country Mist” translated into
German = country manure

Chevrolet’s “Nova” in Spanish = “It doesn’t go”

Coke’s translation of “ke-kou-ke-la” in Chinese =
Bite the wax tadpole

Japan’s leading brand of coffee creamer translated
into English = creep
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To counsel top management, a public
relations practitioner must have:

intimate knowledge of the institution

access to and respect for management

access to an intelligence network

familiarity with reporters on the beat

solid skills
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To counsel top management, a public
relations practitioner must have:

a propensity toward action

knowledge of the law

knowledge of technology

strong integrity and confidence

contentment with anonymity
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QUICK QUIZ
How can you get your foot in the door?

Become involved with
and active in public
relations organizations

Secure part-time work
that requires PR skills
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Campaign
Headquarters
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QUICK QUIZ
How can you get your foot in the door?

Attend professional meetings in your
community to gain experience and to network

Seize every opportunity to use your skills and
gain experience

Internships

Volunteer work

School Newspaper

Political candidate work
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Top Qualities
Professionalism
Generalized Specialization
Guts
Ethics
Leadership
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