Summary. Unit 15

Date: 2015-10-07; view: 469.

The objective of this chapter is to speculate on the subject of international public relations and the complications and benefits of working in this cross-cultural area.

International public relations are the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations.

Today almost one third of all US corporate profits are generated through international business. At the same time, overseas investors are moving into American industry. Fueling the new age of global marketing are satellite TV, computer networks, electronic mail, fax, fiber optics, etc. However, differences in language, laws and culture pose serious problems.

Companies operating in foreign countries are confronted with the following PR challenges: the formation and maintenance of favorable climates for their business, the monitoring and assessment of potentially adverse situations and ways to counteract them, the containment of crises before serious damage is done.

Foreign companies frequently employ American PR firms to advance their needs in this country. The PR firms help them to hold off protectionist moves threatening their company or industry, defeat legislation affecting sale of a client's product, support expansion of the client's markets in the USA.

On a global basis, public relations have achieved highest development in the industrialized nations – United States, Canada, Western Europe, as well as Hong Kong, Taiwan, Singapore and Malaysia.

The governments of virtually every country have one or more departments involved in communicating with other nations. Much effort and money is spent on tourism industry and also to obtain favorable legislation for a country's products. Many countries send shortwave broadcasts to foster national interests, keep in touch with nationals abroad, etc. Nevertheless, some countries have certain obstacles for the development of public relations. Russia has too many bureaucrats; China controls mass media and limits access to some international web resources.

In some cases American PR firms work for other nations in order to establish an action program. The objective is to influence US foreign policy, generate tourism, create favorable public opinion about the country or encourage trade. At the same time, such work with some countries may result in public discontent because of the country's policy. The most common action taken by foreign agents is placing advertisements in major newspapers followed by personal calls and visits.

Public relations campaigns are often used by non-corporate groups, such as Red Cross. The development of international PR, fueled by an increased attention paid by transnational corporations, contributes to the world economy, politics and the global well-being.