When we compiled the first collection of international cases for The Evolution of Public Relations: Case Studies from Countries in Transition a decade ago, we had a very
specific audience in mind. It was to be a handout for a "Teaching the Teachers" workshop we were planning for communications faculty from universities in the Baltic States and
Russia.
We envisioned it would be valuable for them and their students to have examples of campaigns that were successful but didn't necessarily rely on conventional Western business
practices and large budgets. A year later, the Institute for Public Relations electronically published the cases, making them available free of charge to all to meet the
needs of faculty and students in the many public relations programs springing up around the world.
And, today, with the third edition, we believe there are also lessons to be learned from these cases for the practitioner working in a global environment.
Public Relations Has Matured Worldwide
Research is more prevalent, planning more strategic and goals more measurable. A successful campaign abroad requires the same level of sophistication and the full toolkit you
use at home, but with modifications. Our cases suggest:
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Cultural sensitivity is necessary as brands and reputations become increasingly global. One size does not fit all. Some of the things you must address are
nationalism, ethnic allegiances religious sensitivities, influentials and opinion leaders, literacy and educational levels and historical perceptions, whether valid or invalid.
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Media are more diverse, partly because of public relations. To build credibility for the message, public relations has helped create a marketplace favoring more
independence of the messengers. This is particularly true in the countries of the former Soviet Union and its satellites.
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The Internet penetrates every corner of the globe. News, both good and bad, travels fast. You must be prepared to respond both quickly and in a culturally
appropriate manner.
Be Prepared To Give Back As Well As To Take Away
To our delight, there is much greater awareness of corporate and organizational social responsibility. The emphasis in many of these cases is not just on asymmetric
communication to reach larger and broader publics; it is also on symmetric communication to strengthen communities and build civil society. The lesson is clear: Any organization
or corporation in or planning to enter the global market needs to seek ways to pay back as well as benefit.
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Reputation is one of an organization's most important and valuable assets. Establishing, maintaining or repairing reputations requires public relations.
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Flexibility in organizational culture is often needed as the organization moves abroad. You should seek ways to preserve organizational or corporate identity in a manner
that will be perceived favorably by new publics and stakeholders.
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Economic and business development, especially in non-Western countries and cultures, often results from public relations activities.
Support Education For A More Global Pr Professional
Nearly 600,000 international students, probably the cream of their nations' crops, are in the U.S. studying, according to the 2007 annual Open Doors report of the Institute
for International Education (IIE). Three-fourths are here for science, engineering, technology and business programs. But for 20% who study liberal arts, humanities and social
sciences, IIE reports "communication, journalism and related programs" among the most popular disciplines.
The number of American students studying abroad has more than doubled in the past decade to about 225,000, IIE says; however, 52% are abroad for short-term programs
concentrating on languages and culture. Although a number of initiatives are being considered to increase study abroad opportunities, fewer than 6% of U.S. students now spend a
full academic year abroad.
In other words, many future public relations practitioners, regardless of nationality, are likely to get most of their professional training in the U.S. That means our campuses
must bring the world into our classrooms through resources like our cases if there are going to be sufficient numbers of young practitioners with the cultural sensitivities and
skills necessary to meet the profession's global needs.
But, as we acknowledge the need to internationalize the education and experience of students in the U.S., we also should concern ourselves with the preparation of our future
young colleagues in the burgeoning number of public relations programs abroad. Many of these programs look to the U.S. model prescribed by the Commission on Public Relations
Education and accredited by American professional bodies. But they rightly season their curricula to satisfy the unique needs and characteristics of their cultures.
Practitioners can encourage the profession's globalization by supporting education as it builds a rich pool of internationally savvy students from which to hire. PRN
CONTACTS:
Linda H. Scanlan, retired associate professor and chair of the Department of
Journalism at Norfolk (VA) State University, can be reached at [email protected]. Dr. Judy VanSlyke Turk, co-editor
and director of the School of Mass Communications at Virginia Commonwealth University,
can be reached at [email protected]. The Institute
can be reached at http://www.instituteforpr.org.