INTERNATIONAL PUBLIC RELATIONS
of International Public Relations
It has to do with the development of favorable attitudes
and reactions on the part of the public, on a worldwide basis.
A way of referring
to communication activities that are performed in nations other than that of the headquarters of the public organization.
and Agee define international public relations as “the planned and organized effort of a company, institution, or government
to establish naturally beneficial relations with the public of other nations.” This brand definition reflects the multitude
of views of what international public relations is and what it includes.
As numerous scholars have noted, international public relations
is the fastest growing area within the field of public relations. Hugh Culberston called it the “hottest” new
Some speak international public relations as “globalization”.
Globalization is reflected in the trend of large firms establishing branches worldwide and smaller firms networking with other
firms; around the globe.
Not only are
governments themselves engaged in this aspect of international public relations, but governments actively recruit public relations
firms to assist them. In this regard, even though an American practitioner maybe communicating with an American audience.
In much the same way that intercultural scholars used the
“cultural dimension” to distinguish their field, international public relations scholar have used the “international
dimension” to distinguish their field. Although scholars and practitioners uses various terms and approaches, all suggest
as expensive view of a communication profession that transcends national borders and is literally “international”
International PR for a Multi-National Corporation
It may refer to the PR operations of a multi-national
company, charged with the responsibility of promoting a good PR climate in the different countries in which subsidiaries of
the company are operating.
International PR for A Company with World-wide distribution.
It may also involve the development of a favorable
climate in foreign markets where the company is distributing products.
International PR for Government.
From the standpoint of government, international
PR would include activities undertaken in foreign countries aimed at promoting a good image for the country concerned.
II. Varied Implications
of International PR.
ü It calls for a more extensive effort.
ü It involves utilization of multi-national skills and talents.
ü It requires utmost coordination.
ü The stakes are high.
III. Public Relations
scholars have focused on international public relations as public relations for multi-national corporations. Baskin and Aronoff
highlight three public relations functions.
The first function represents the corporation in its home market, dealing
with government and local constituents on issues related to its international enterprise.
A second function is to help bridge the communication gap between foreign
management and top management at headquarters.
A final function is conducting public relations activities in the host
Another area of international public relations concerns the wide array of cross-cultural
studies that highlight the role of public relations in various countries. Cultbertson differentiated international public
relations, which “focuses on the practices of public relations in an international or cross-cultural context”
and introduced the term “comparative public relations” defined as a “search for both similarities and differences
between the practices and one or more countries.