International Public Relations: Importance, Tips, and Strategies

Public Relations

1. History: The International Public Relations Association (IPRA) was founded in the 40s when several Dutch and British PR practitioners discussed organizing PR professionals into a transnational society. Their goal was to raise standards of PR practice worldwide and improve the quality of PR practitioners. IPRA was established in London on 1 May 55. Nowadays, IPRA is an international organization with members from emerging and established countries. IPRA is governed by a secretariat in the UK. IPRA represents individual professionals, not agencies or companies. IPRA is recognized as an international non-governmental organization by the United Nations and has been granted consultative status by the Economic and Social Council (ECOSOC).

2. What is?: PR professionals help an organization or individual cultivate a positive reputation or image with the public through various unpaid or earned communications, including traditional media, social media, and in-person engagements. They also help clients defend their reputation during a crisis that threatens their credibility. So, we can understand PR as the systematic promotion of mutual understanding between an organization and its publics.

3. Why is International PR so important?

• PR is vital to outreach programs (tangible and non-tangible goals).
• PR is all about building relationships to advance, promote, and benefit the reputation of you, your department, and institution.
• It aids in marketing the department for recruitment purposes and can lead to improved quality of student applications.
• It demonstrates to funding agencies that you're making a difference and actually have results.
• It can improve the reputation of an individual department, a single person, or a whole company brand.
• It can lead to strong community and industrial partnerships and financial support.

4. Topics, Nature, and Main Tips/Reflections:

• Focus your resources: Lots of companies claim to be global since day one. Even though this can be true for some businesses, resources are usually limited. Being in too many markets at the same time will eventually reduce your impact. Focus on a country where you can make a difference, rather than spreading your budget in too many places. Once everyone's starting to talk about you and your presence, you can expand nearby.
• Avoid a culture clash: Don't forget that every time you enter a new country, you're approaching a different culture. People may speak your language for the sake of business, but rest assured they live, speak, and think in a different way. This affects your business, but also the way you communicate. What do you know about humor in this culture? How do they tell jokes or create metaphors? The naming of your product may sound like a bad word in another language. Do your research and avoid potentially offending a culture even though it may seem harmless in your eyes.
• Get to know the market: Since the 80s, salespeople started to sell using techniques to make you feel pain, an urgent need for something, or a feeling of being left out when you don't have something. In a new market, these tactics may not apply. Have you considered that external influences could make this new market completely different? The translation and localization of your communication and marketing content can be seen as an administrative task.
• Create connections: The way PR is handled in another country can vary greatly. Start checking the local PR scene to get hints about what's different. Ask for estimates, meet people, and ask questions. Can you rely on a freelancer? Does it make sense to hire an agency? Or maybe in-house people are the way to go.
• Be ready for the next crisis: The question here is not 'if' but 'when'. Being prepared is crucial for any crisis scenario, but it can take longer to make it abroad. For instance, Europe and the US usually deal with crises in a different way: while Americans may see some European statements as under-communication, European companies usually feel that measured responses are more appealing to their citizens. More examples: exclusives don't work in Japan; you can't avoid red envelopes in China; pitches are a delicate topic in Germany. There isn't only one right way to prepare for a communication crisis, especially on a global scale.
• Be transparent when possible: Transparency is one of the most debated issues in the last few years. This involves your company, but also the markets and the country you're entering. If your company doesn't want to share details with the media, this can be seen as an admission of guilt. You have to be aware of what goes on behind the scenes because you may have to face a crisis sooner or later. Understand your problems and try to get the truth, or at least find a workaround.