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Context /Environment for IPR
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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
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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.
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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
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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)
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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
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Interdisciplinary Theoretical Foundations for IPR
( Robert Wakefield)
Pavlik PR rapid growing, least understood
Global PR
IPR
Definition
Features:
Definition
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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
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Wakefield: IPR is a multinational program that has certain coordination 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.
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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:
 To hold off protectionist moves threatening their
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
 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.