Chapter 16: International Relations
A Question of Ethics: Public Relations Saudi Style
Saudi Arabia’s public relations problems in the wake of the conflicts in the
Middle East were complex indeed.
On the one hand, the U.S. government historically has supported the Saudi royal
family as staunch allies. We’ve put military bases in Saudi Arabia and been friendly with
Saudi government operations.
On the other hand, Saudi Arabia is a hotbed of anti-American sentiment. The
Saudi rulers, reluctant to stir up the populace, apparently allow such religious-based hate
to fester.
So after the terrorist attacks, with the U.S. press “ganging up” on Saudi Arabia,
the kingdom had to fight back. Its efforts, while expensive, weren’t particularly
successful in shifting U.S. opinions.
Americans seemed troubled by the double-edged ethical standards that would
publicly support the U.S. on the one hand, but allow religious fanatics to spread hate for
America on the other.
Such was the continuing public relations challenge that Saudi Arabia faced in the
U.S.
Discussion Starters:
1. The field has grown exponentially in Canada, Europe, Russia, China, and many other
places around the world.
2. Among factors that have hastened the need for public relations around the world are
1) the expansion of communications technology 2) the realignment of economic
power among groups of nations and 3) the pursuit of common world goals.
3. Global village is the term coined by Marshall McLuhan to suggest the “closeness” of
the world’s peoples as a result of instantaneous communications as a uniting force.
4. Multinationals must “act local” in terms of being good community citizens, sensitive
to local customs and needs.
5. Public relations in the Western Hemisphere is a highly developed, accepted part of
modern societal practice in all sectors.
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6. European public relations has developed simultaneously with that in the U.S., with
the emergence of the EEC meaning an enhanced, unified public relations effort in the
years ahead.
7. In Asia, public relations has experienced sharp growth, most recently in China.
8. In Latin America, public relations is more disjointed. However, Mexico has a most
advanced public relations business, with many companies having departments and
public relations agencies operating.
9. NGOs have increased in power, many as a result of the Internet. They are a force that
must be reckoned with by corporate and governmental public relations professionals.
10. Saudi Arabia has engaged public relations support in the West, sponsored ads, and
become more visible in the media to reverse current anti-Saudi feelings.
Chapter 16 Review Quiz (* Indicates Correct Answer)
1. The demand for international public relations has been necessitated by __________.
A.
B.
C.
D.
The expansion of communications technology.
The realignment of economic blocs.
The pursuit of common causes around the world.
All of the above.
*
2. Professor Marshall McLuhan predicted the world would one day become a
______________.
A.
B.
C.
D.
Global nest egg.
Global village.
Global hearth.
Global acre.
*
3. Multinational companies interested in better public relations must ____________.
A. Think local, act global.
B. Think global, act local.
C. Think small, act large.
D. Think large, act solemn.
*
4. The Canadian Public Relations Society was formed in ________.
A.
B.
C.
D.
1948.
1968.
1978.
1988.
*
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5. Latin American public relations is most highly developed in _________.
A.
B.
C.
D.
Costa Rica.
Bolivia.
Mexico.
Jamaica.
*
6. Japanese public relations is ordinarily conducted through ______.
A.
B.
C.
D.
Ad agencies.
Public relations agencies.
Press clubs.
*
Nonprofit health organizations.
7. NGO stands for _____________.
A.
B.
C.
D.
National governmental organizations.
Nongovernmental organizations.
Natural growth organizations.
National government offices.
*
8. In 1990, the largest public relations meeting in African history was held in Nigeria.
A. True. *
B. False.
9. NGOs are a force to be reckoned with by public relations practitioners.
A. True. *
B. False.
10. The practice of public relations is not particularly highly developed in Canada.
A. True.
B. False. *
11. The Kuwaitis hired a U.S. public relations firm after the September 11 attacks
because of the identity of most of the highjackers.
A. True.
B. False. *
12. American firms operating abroad must think locally.
A. True. *
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B. False.
13. What would you predict would be the immediate future of public relations practice in
Europe?
Privatization and the synthesis of the European Community, with unified
currency and systems, will mean an increased need for communications in Europe.
This augurs well for public relations.
14. Why have nongovernmental organizations become more powerful in recent years?
NGOs have been aided by the borderlessness of the Internet to spread their
views of globalization and international trade and communications. The Internet
is an inexpensive way to reach people across the globe.
15. What has Saudi Arabia done to communicate its views to a skeptical U.S. populace?




Saudi Arabia has hired a U.S. communications firm to represent it.
It has increased its advertising in U.S. media.
It has made spokesmen available to air its views on issues.
It has increased its exposure on U.S. media talk shows.
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