Strategic Communications 370: Reading Summary: Chapter 20 and Chapter 21

Chapter 20: Global Public Relations

International public relations: planned and organized efforts of a company, institution, or government to establish and build relationships with the publics of other nations
PR develops more rapidly when:

mulitparty political system is in place, relatively free press, considerable private ownership of business and industry, large scale urbanization, relatively high per capita income levels

Growing markets include Africa, Australia, Singapore, Hong Kong, Brazil, India, Japan, Mexico, Middle East, Russia, Thailand and Nordic countries like Norway, Denmark, Sweden and Finland
The internet has fueled the new age of global public relations

allows every cooperation to have instant contact with operations all around the world, but this can be a downside as any problem or crisis is instantly known throughout the world

Global PR calls for practitioners to recognize cultural differences, understand local customs, and become aware of the language culturally
Hofstede’s cultural dimensions

Power distances measures how tolerant a society is about unequally distributed decision making powers ex: high- Mexico or France, low: Austria or United States
Individualism ex: Asia countries are collectivists while US is individualists
Masculinity/Femininity: competitiveness vs. compassion and nurturing ex: Australia is considered masculine while Sweden is considered feminine
Uncertainty avoidance measures societies’ tolerance with uncertainty ex: have difficulty tolerating uncertainty: Greece, tolerate ambiguity: US
Long term vs. short term orientation measures a society’s willingness to consider traditions of the past and carry them through to the present times

700 companies with headquarters in about 100 nations spent more than 520 million dollars lobbying the US government
Global level: intense lobbying done by fossil fuel industries and heavy carbon emitters to influence the global climate change treaty
Governments often use public relations for communication within the government as well as outside communication
Public diplomacy: open communication process primarily intended to present American society in all its complexity so that citizens and governments of other nations can understand the context of US actions and policies

Chapter 21: Nonprofit, Health, and Education

Membership organizations can include professional associations, trade groups, labor unions, or chambers of commerce

Professional associations: members of a profession or skilled craft that organize for mutual benefit like Federal Law Enforcement Agency
Trade Groups: association consists usually of manufacturers, wholesalers, retailers, or distributors in the same field, usually represent management
Labor unions: represent the interested of entire industries, usually employees
Chambers of commerce: association of business professional who work to improve their city’s commercial climate and publicize its attractions, serve as boosters of local business growth

Social service organizations include foundations, cultural groups, and religious groups

Public relations tactics: publicity, creation of events, use of services, creation of educational materials, newsletters

College and universities have a unique public relations system, because many people like employees and students can also be helpful of spreading the word

President of university of the head public relations officer, as they represent the university
Faculty and staff should be included in most of all decisions to enhance morale
Students should be included in decisions regarding campus life as they are huge pr people towards future students
Alumni are crucial for financial support to keep a university running
Government
Community
Prospective students

Fundraising methods: corporate and foundation donations, structured capital campaigns, direct mail, event sponsorship, television and telephone solicitations, endorsement and tie ins, and online and social media

Strategic Communications 370