Chapter 11:
Global Public Relations
This multimedia product and its contents are protected under copyright law:
•any public performance or display, including transmission of any image
over network;
•preparation of any derivative work including the extraction, in whole or in
part, of any images;
•any rental, lease, or lending of the program.
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
Overview

What is international public relations?

International corporate public relations

International government public relations

The rise of NGOs

Public relations development in other nations

Opportunities in international work
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
What is International Public Relations?
International Public Relations:
The planned and organized effort of a
company, institution, or government to
establish mutually beneficial relations with
the publics of other nations.
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
International Corporate Public Relations
Challenge:
Differences in languages, laws, and culture
 High
Context (ex. Europe and the United
States)
 Low
Context (Ex. Japan and Thailand)
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
International Corporate Public Relations
US firms might be hired by
other countries to …
hold
off protectionist moves.
defeat
legislation.
support
expansion.
provide
ongoing information.
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
International Government Public Relations

Advance political goals

Ascertain probable U.S. reaction to a projected action

Advance the country's commercial interests

Assist with communications in English

Convince key publics to support a policy

Lobby for changes in legislation in the nation’s self-interests
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
The Rise of Nongovernmental
Organizations (NGOs)
NGO depend on international support for
their causes.
Examples




Greenpeace
Amnesty International
Doctors without Borders
Oxfam
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
Public Relations Development in
Other Nations










China
Thailand
Japan
Australia, Singapore, and Hong Kong
Mexico
India
Brazil
Russian Federation
Middle East
Africa
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
Opportunities in International Work





New Golden Age of Global Marketing
Foreign Language Facility a Key
Corporate Protocol an Increasing Specialty
Openness to Language and Culture Central
Graduate Study Is an Asset
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008
Opportunities in International Work

Take multiple courses in international relations,
global marketing, foreign languages, etc.
 Study abroad for a semester
 Serve an internship with a company in another
nation
A note of caution: American students should not
assume they have an “inside” advantage
working for an American-based global
corporation.
Copyright © Allyn and Bacon 2006Copyright ©
Allyn & Bacon 2008