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Impact of Globalization on Public Relations

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Annelise Mecca

on 17 April 2012

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Transcript of Impact of Globalization on Public Relations

Globalization
&
Public Relations THE PUBLIC 2 CHANGES IN THE FIELD OF PUBLIC RELATIONS AS A RESULT OF GLOBALIZATION
“process of increasing the connectivity and interdependence of the world's markets and businesses” Globalization defined politics
economy
culture
McDonalds
Coca-Cola
Dunkin Donuts Examples

RESPONSIBILITIES OF THE PUBLIC RELATIONS PROFESSIONAL 1
Change from local to global audiences Define“public” as a whole on a larger scale, but break that whole into cultural groups, each requiring separate relationships with the client Acquire a wide range of cultural knowledge that will allow he/she to determine target audiences most suitable for the corporation being represented Encourage community-building within the targeted cultural groups which focuses on...
the introduction of the client and its products or services to the community
building of the clients rapport with the public
a bond between the products or services and the people GLOBALIZATION THROUGH
IMAGES Annelise Mecca “it may be assumed that the distinctions that exist among different social, cultural, economic and geopolitical systems would result in discrete public relations problems requiring culturally unique public relations solutions,” (Starck & Kruckeberg, 2004) If each culturally-similar group is dealt with separately and strategically based on need and social norms, influence upon them is made possible It is important to choose the target audience strategically based on a number of factors
governmental policies
regulations influencing consumer markets keep up communication with foreign contacts in the relevant industry in order to...
ensure that information is up-to-date regarding foreign policies and requirements
provide a guideline for which foreign publics are most reachable and beneficial for the success of client’s product or service Consider the characteristics of media and its availability differing around the globe encourage consistent exposure and maintain a reputation
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