CHAPTER 20: GLOBAL PUBLIC RELATIONS
OBJECTIVES
After reading this chapter students should be able to:
1. Appreciate the practice of public relations in other nations.
2. Know the various cultural values that shape a nation’s communication patterns.
3. Understand how public relations plays an important role in the global economy.
4. Gain insight on how foreign governments and corporations influence U.S.
legislation and policies.
5. Appreciate the major role that NGOs now play in shaping public opinion.
6. Understand the job opportunities available in global public relations.
SUGGESTED PROJECTS AND DISCUSSION
Rarely do public relations texts devote an entire chapter to international public relations.
The nations of the world are already extremely interdependent, and most companies of any
size market their products and services on a global basis. Global marketing and
communications strategies are increasingly important.
1. Invite a foreign exchange or study abroad student to class. Discuss public
relations and communication practices in that nation and compare/contrast those
with American practices. Note how media in both nations have covered key
contemporary issues.
2. Have students develop an advertisement, in the form of an intervention tactic,
based on a recent issue involving a foreign government. Which American
newspaper(s) would you target and why?
3. Analyze home pages and mission statements of large NGOs such as
Greenpeace, Oxfam or Amnesty International. Do a “content analysis” and
compare/contrast tactics to see if they are confrontational or accommodative in
nature.
4. Secure the article, “An analysis of other countries’ international public relations
in the U.S.” in Public Relations Review (volume 32, issue 2). Ask students to
read the article and then lead a discussion on reasons why other countries are
interested spend time and money on public relations efforts in the U.S.
5. Assign a paper, with the student having “accepted” a public relations
managerial position representing Saudi Arabia. What steps from the RACE
program would be applicable, and why so?
6. A class discussion on what public relations advice students would give on
Japanese business and industry takes up the deep concern with efforts by
business and unions in the United States to restrict Japanese imports. The
objective of the public relations effort is to make sure Congress doesn’t pass
protectionist legislation.
7. Have students respond to the international scenario below:
You have just taken on a client that has merged with a Russian company and it is
important for the client to appear in various Russian publications to explain the
merger. So you contact three premier Russian publications and all of the
publications agree to run the merger information as a news article for a fee. You are
aware this is a common practice in Russia; however, this goes against the PRSA’s
Code of Conduct and you are a PRSA member. What do you decide to do?
CASE ACTIVITY: PROMOTING TOURISM FOR TURKEY
Like many international destinations, Turkey offers travelers/tourists with a unique
experience in regard to culture, arts, cuisine, history, and many other things. While many
travelers have interest in more than one of these areas, segmenting the large audience of
potential tourists could provide fruitful for PR efforts. The various segments suggested of
foodies, music lovers, shoppers, and historians are a great starting point for a public
relations plan. Clearly, part of the strategy should be to highlight these unique elements of
the Turkey travel experience in addition to focusing on print and broadcast media as well as
special events for message distribution. Tactics should include audience-specific and
targeted efforts, meaning that not only should travel writers and reporters be contacted, but
so should food editors/critics from publications like Food & Wine and Gourmet, but also
publications that would cover Turkey from a historical perspective, like History Today or
National Geographic Traveler, and music publications like Rolling Stone and Alternative
Press. Publicizing the country should not be limited to print publications, specialized
broadcast programs would also be a great way to reach various segments of the traveling
audience; for example, a feature program that focused on one of the areas mentioned aired
on of the travel shows on the Discovery Channel or the Travel Channel. An additional
broadcast tactic could include a pitch to include Turkey as a destination for the “Where in
the World is Matt Lauer” special segment of the Today Show on NBC. In addition, it may
be important to participate in various existing travel agents events/conferences and include
Turkey as an international affiliate member of AAA (American Automobile Association)
and use that venue to promote various events in Turkey, like festivals and holidays.
ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION
1. What is global public relations? What are some of the reasons for its growth in
recent decades?
2. The field of public relations develops best in a nation that has some special
characteristics. What are some of those characteristics?
3. How does public relations contribute to the global operations of large companies?
4. What objectives do foreign nations seek to accomplish by hiring U.S. public
relations firms to represent them in America?
5. The successful practice of international public relations requires knowledge of a
nation’s history and political sensitivities. It also requires a knowledge of proper
manners and cultural sensitivity. What advice is given for business executives who
travel abroad?
6. Dave Drobis of Ketchum identifies three key audiences to whom public relations
personnel need to promote the benefits of globalization. What are they?
7. What is an NGO? Why have NGOs gained influence in terms if influencing
corporations and even governments regarding such issues as global worming?
8. Why should companies consider public relations and marketing outreach to the
Muslim population of the world?
9. How are social media now being used by nations in times of conflict and war?
10. Part of a company’s reputation depends on maintaining an ethical supply chain for
its products. What should U.S. retailers do about the safety hazards of plants in
Bangladesh?
11. Foreign governments often influence coverage of their nations through lobbying
and public relations efforts. Name some examples from the text.
12. What is China doing to enhance its international reputation and promote itself as a
leading nation in the global economy?
13. What kinds of “public diplomacy” efforts does the United States undertake to
promote its way of life and foreign policy objectives?
14. If you decided to have a career in global public relations, would you choose a
global corporation, an international NGO, or the U.S Foreign Service? Explain your
rationale.