International PR

1. Aspects of international PR

Main objective of international PR is to establish (or maintain) positive image of a nation (country).

International PR have many aspects. What is practiced in the name of international PR can vary from simple hosting or promotions to diplomacy and strategic relationship building to get publicity for organization.

Purpose of international PR is to identify, study and understand the world views, mindsets, habits of the global publics to communicate.

*What companies and organizations need international PR?

Problem - international PR is very strong in the communication and management area of campaign design, but is weak in cultural adaptation. Adequate knowledge of language and culture is needed to effectively communicate- that is the same trend that emerges in intercultural communication. So, one of the approaches to international PR is as to a process of intercultural communication between client and practitioner.

How do communication differences between the practitioner and client influence the communication function of PR?

There are two primary ways to describe client- practitioner differences in international PR: national differences or Country Profile and cultural differences or Cultural Profile.

2 Country profile

Country Profile includes 6 categories: political structure, economic structure, mass media, infrastructure, legal structure, social structure.

**Political structure-

Economic structure-

Mass media

Infrastructure-

Legal structure-

Social structure-

3 Cultural profile

Cultural Profile speaks to what may be effective in that country. Cultural barriers represent the cultural difference that a PR practitioner must overcome. These differences determine Communication Profile- PR practice may consist of several communication models, all of which are shaped by culture.

These communication components are key to PR practices:

Verbal behavior(communication)- language

Nonverbal communication deals with gestures, body movements, facial expression, eye behavior, manner of public speaking, etc.

Visual communication

Rhetoric style. Western culture is built upon the linear model(point A is tied to point B to point C, etc). In other cultures, the arrangement may appear totally random.

Communication Matrix considers how all these components fit together in a particular culture.

In some countries, interpersonal communication matrix is the main: messages maybe more effectively delivered interpersonally via a parade, story tellers or theater. Personal relations over endless cups of coffee would be a more valued professional attribute than developing printed materials.

Once, the basic components are identified, it becomes easier to develop PR strategy.

3. State brand

The state brand may comprise the outside world’s ideas about a particular country. USA stands for individual freedom and prosperity, bms and Mercedes-Benzes drive with German efficiency and reliability. In fact, brands and states often merge in the minds of the global consumer. The unbranded state has a difficult time attracting economic and political attention. Globalization and the media revolution have made each state more aware of itself, its image, its reputation, and its attitude- in short, its brand. In Belgium, for example, Prime Minister G. Verhofstadt has hired a team of image-makers to rebuild the country’s reputation after years of scandals involving government corruption. Belgium has decided to introduce a new logo and Internet suffix “be” as its international symbol.

The EU striking logo – a blue flag with a circle of 12 stars – is already omnipresent.

4. Creating a country-image

The most decisive factors for country-image is the country’s compatibility. These are human and natural resources, scientific-information potential capital, infrastructure, quality of life. Formation of country-image may have both positive and negative sides. For example, image of Soviet Russia in the 1920s in the West was depicted as the “Red Menace”.

Pr firms took part in the turning of country-image from negative to positive. Example: Greece. In 1967 the junta of Greek colonels seized power in Greece, image of Greece was unfavourable for the country. Th. J. Deegon Co.,a most successful New York PR firms whose clients include Coca-Cola, had a $ 43,000 –per-year contract for 2 years with the Greek junta to do image cultivation. The firm helped increase newspaper and magazine coverage of Greek’s economy and why it is a good place to invest.

Glossary

Tasks for office hours- PR for governments

Tasks for IWS- PR for political leaders

References.

Mandatory

Aги У.. Kaмерон Г. Самое главное в PR, 2004, crp.362, 373-382

www. president.kz

Recommended

ParsiganE. Proposal Savy. A Guide for Journalists.N.Y.1996, p. 24-26

www.prsa.ora/ tactics.html

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