INTERNATIONAL
RELATIONS
International Relations
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International public relations is the practice
of public relations conducted globally.
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Public relations growth is largely due to
increased technological communication,
marketplace expansion and awareness,
and social and political changes.
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Reasons for International Public
Relations
1. Expansion of communication
technology has increased information
capabilities.
 2. Realignment of economic power
caused by the formation of multinational
trading blocs, such as NAFTA
 3. Unification of countries pursuing
common goals, such as AIDS.
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Need for Public Relations Globally
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We need public relations to deal with challenges
that multinational organizations face.
Organizations need to communicate actively,
show responsibility, operate legally and ethically.
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Social, economic, and political changes increase
the need for organizations to communicate and
support efforts in international settings.
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Examples of International Relations
Problems
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Problems can occur in multiple contexts with
regard to government, industry, and health:
World Summit, Johannesburg, South Africa
American consumer backlash against French
and German goods in the U.S.
SARS Epidemic
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Examples of International Relations
Opportunities
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Growth and development of organizations and
commercial interests
Learning about local culture, customs and
language, politics and laws
Representing foreign organizations in the U.S.
and U.S. organizations abroad
Opening new lines of communication, furthering
understanding, building and enhancing
relationships
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Language & Cultural Barriers
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In China, the name Coca-Cola in China was first
rendered as Ke-kou-ke-la. The Coka-Cola company did
not discover until after thousands of signs had been
printed that the phrase means "bite the wax tadpole" or
"female horse stuffed with wax" depending on the
dialect.
In Taiwan, the translation of the Pepsi slogan "Come
alive with the Pepsi Generation" came out as "Pepsi will
bring your ancestors back from the dead."
In Chinese, the Kentucky Fried Chicken slogan "fingerlickin' good" came out as "eat your fingers off."
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Language & Cultural Barriers

General Motors introduced the Chevy Nova in South
America: it was apparently unaware that "no va" means
"it won't go." GM found out why sales were negligible
and renamed the car Caribe in its Spanish markets .
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Parker Pen marketed a ballpoint pen in Mexico: its ads
were supposed to say "It won't leak in your pocket and
embarrass you." The company thought the Spanish word
"embarazar" meant embarrass. So the ads said "It won’t
leak in your pocket and make you pregnant."
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Language & Cultural Barriers

In Italy, a campaign for Schweppes Tonic Water
translated the name into Schweppes Toilet Water.
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Scandinavian vacuum manufacturer Electrolux used the
following in an American ad campaign: "Nothing sucks
like an Electrolux."
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Why did the Ford Pinto flop in Brazil?
Pinto was Brazilian slang for "tiny male genitals". Ford
pried all the nameplates off and substituted Corcel,
which means horse.
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