International Public Relations: A Comprehensive Guide

International Public Relations

Good PR

• Is a multitasker
• Acts as a salesperson
• Is diplomatic
• Never says no or yes definitively

Good Diplomacy

• Requires knowledge of languages
• Involves active listening
• Is characterized by professionalism and reactivity
• Respects cultural protocols

Three System Values

• Western
• Eastern
• Muslim

Different Kinetics and Paralinguistics

• Kinetics: Study of movement (non-verbal communication)
• Paralinguistics: Study of sounds (tones, volume, intensity)

PR in Markets

• Laswell's Model: Who/What/How/Whom/Which Effect

Empathy vs. Sympathy

• Empathy: Understanding and feeling another's feelings
• Sympathy: Having compassion but not necessarily feeling it, can be related to cause and point of view

Attitude vs. Aptitude

• Attitude: Skills that can be taught, not everyone possesses them
• Aptitude: Natural ability for specific work

Opinion vs. Criteria

• Opinion: Judgment formed about things (e.g., likes and dislikes)
• Criteria: Well-formed and clear judgment (e.g., against homophobia)
• A well-formed opinion can become a criterion

Urgent vs. Important

• Urgent: Requires immediate attention with a deadline
• Important: Does not necessarily have a deadline but holds significance in the long term

Experience vs. Expertise

• Experience: General knowledge gained through time
• Expertise: Expert knowledge in a specific field

Definition of International PR

International PR is about establishing cross-cultural relationships with publics from different countries, leveraging globalization and technology improvements to achieve win-win business goals.

Raising Standards

• Challenge stereotypes (e.g., shaking hands in different cultures)

Why is International PR Important?

1. Vital Outreach Goals

• No limitations as PR involves cross-cultural understanding, languages, protocols, standards, and different systems of values

2. Reach, Relationships, and Benefits

• Reach: Advance, improve, and increase outreach
• Relationships: Promote and spread positive connections
• Benefits: Aim for win-win situations for different targets (individuals, departments, institutions)

3. Communicate Messages to Gain Support

• Allies: People with shared interests and rational perspectives
• Advocates: People who support you regardless of their emotional stance
• Supporters: People who can change their opinions based on rational arguments

4. Aid in Marketing and Human Resources

• Assists in recruitment and attracting applicants

Levels of Culture

• Elite
• Popular
• Street (argot or slang)

5. Funding Agencies

• Demonstrate that PR is a distinct and valuable discipline

6. Improve Reputation

7. Lead to a Strong Community

8. Control Public Opinion

• ATL (Above the Line)
• BTL (Below the Line)
• TTL (Through the Line)

9. Change People's Opinions

• Example: Shifting perspectives on the necessity of war

10. More PR, More Impact

Internal PR

• Encompasses more than just media relations
• Acknowledges that global events impact PR practices

Uriarte's Pyramid

• Levels: Data, Information, Knowledge, Wisdom, Talent
• Inputs, Outputs, and Throughputs: Transforming data into valuable wisdom through talent

Nature Main Tips for International PR

1. Focus Your Resources

• Concentrate budget and efforts on one market at a time for growth

2. Avoid Culture Clash

• Be informed about the new country's culture to avoid offense

3. Get to Know the Market

• Understand that sales tactics from the past may not work in the present

4. Create Connections

• Identify the best individuals to support your communication strategy

5. Be Ready for the Next Crisis

• Each crisis is unique and depends on the specific country context

6. Be Transparent

• Maintain transparency to avoid appearing guilty

7. Make Your Message Relevant

• Adapt your message to resonate with the target audience's values and interests

8. The Time is Right

• Adapt to foreign time zones and business practices

9. Manage Your Public Face

• Speak thoughtfully and responsibly as a PR representative

10. Some Problems are Bigger Than PR

• Act in accordance with the overall business strategy and collaborate effectively

Kinetics in Communication

Kinetics emphasizes that communication extends beyond words to include style, appearance, tone, and facial expressions.

Elements of Kinetics

• Posture: Maintain open and positive body language
• Face: Convey enthusiasm and make eye contact
• Voice: Use a clear and deep voice
• Gestures: Use gestures sparingly and appropriately
• Distance: Respect personal space based on cultural norms

Grooming and Clothes

• Professional appearance enhances credibility

Global PR

Global PR focuses on building, managing, and maintaining relationships across borders in environments with activists, global media, and NGOs. It leverages communication technologies and involves "globalutionaries" who operate across multiple locations and media platforms simultaneously.

Three Different Contexts

• Distribution channels
• Global or local perspectives
• Specific themes or issues

Resources

• Land
• Labor
• Money