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INTERNATIONAL PUBLIC RELATIONS

 

I.          Definitions 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.

 Wilcox, Eult 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 topic.

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” in scope.

 

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.

 

      It calls for a more extensive effort.

      It involves utilization of multi-national skills and talents.

      It requires utmost coordination.

      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 countries.

 

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.

 

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