Tweet

International Public Relations

Written by: Susan Lane

Article Overview: Public relations is hard enough as it is. Trying to maintain a strong and positive relationship between companies and customers – or potential customers – is no easy task. And, that assumes that you’re carrying out your business in your own country, or your own culture. But, what happens when you know that you will soon be dealing with a foreign audience? How will you be able to navigate your company through all of the cross cultural differences that are sure to present themselves? Well, that is where international public relations comes in.

International Public Relations

Public relations is hard enough as it is. Trying to maintain a strong and positive relationship between companies and customers – or potential customers – is no easy task. And, that assumes that you’re carrying out your business in your own country, or your own culture. But, what happens when you know that you will soon be dealing with a foreign audience? How will you be able to navigate your company through all of the cross cultural differences that are sure to present themselves? Well, that is where international public relations comes in.

The examples of marketing campaigns that have failed in overseas markets due to cross cultural differences that were not prepared for are numerous. For instance, the chocolate bar company that tried to market its products as being beneficial for weight loss did not fare so well in Africa, where the heavier you are, the more you are viewed as someone with money and high social status.

Tastes and values can vary dramatically between cultures and lands. Even the slightest word in a press release could bring disastrous results to a company if it is not examined ahead of time for its level of cultural awareness and sensitivity. Everything from words to pictures and symbols needs to be put in its own international context.

The first key factors that need to be taken into account for international public relations to be successful are language and culture. A poor translation of a press release or any other promotional materials will kill your campaign before it even has a chance to start. When Ford tried to market its Pinto car in Brazil, the company saw miserable sales. They wondered what was going wrong since the car had been successful elsewhere. Ford executives finally realized that, for Brazilians, the word ‘pinto’ meant small male genitals. The company quickly changed its name, but not before learning the important lesson in cross cultural marketing.

Success in overseas markets will also depend not just on the spoken word, but also largely on that which goes unsaid. In American culture, most of the importance when doing business lies in what is being said. For the most part, words in the U.S. are literal and meaning and taken at face value. In other countries and cultures, communication relies much more on the unspoken word. Who is speaking? What is the context in which they are speaking? And, what is their body language saying? These factors, and others, are of differing importance to different cultures.

The very channels of communication, or the means by which you get across your message, are also of extreme importance as you head into foreign markets. For instance, while televisions and newspapers may be the dominant media in your country, there may be other countries where most of the population you are targeting will be illiterate. Thus, spending 90 percent of your budget on newspaper marketing would be a complete waste of money.

Related Articles
  Is Your PR Firm Right For You?
  A PR CONCEPT BORN OUT OF THE RECESSION!
  PR News You Can Use
  What To Do When Public Relations Fails
  Why use PR

Article Tags:



Related Forum Posts
New Small Business Topic - Hello everyone, I'm on the lookout for new topics to add to my site. We just launched a Franchising section and are planning Human Resources section. Do you have any thoughts for a new section? Here's a list of what we currently have: Angel Investors Branding Bank Loans Business Coaching Business Plan Franchises (New) Insurance Legal Marketing Public Relations Sales Small Biz Loans Venture Capital
Find Me Customers and Get 25% of New Client's Bill - I run Egg Marketing & Public Relations, a marketing and public relations firm. I am looking to grow my business through a viral affiliate marketing campaign, and I need your help. If you know someone (or can find someone) who needs marketing assistance for their business, I'd love to take them on as a client. My firm can: *create marketing plans and strategy *write web and marketing copy *write and distribute press releases *create enewsletter and email campaigns For every new client you bring me, I will give you 25% of their billable hours. For example, my average monthly consultation fee is $1000. That's $250 per month for the life of the client relationship just for a referral! I can provide you information and resources to help you. If you're interested, contact me at smpayton@eggmarketingpr.com and let me know where you're based and how you would go about spreading the word to get new clients for Egg.
And the speakers for the Nov 1 event - Inspiring speakers will share their stories of launching, living and dreaming. Speakers include: Kathleen Matthews: Executive Vice President Global Communications and Public Affairs, Marriott International, Inc. and former award-winning producer, reporter and news anchor who covered news in Washington, DC for 25 years Mei Xu: Founder and creator of CHESAPEAKE BAY CANDLE and Blissliving Home Julie Lenzer Kirk: President of Path Forward International and author of The ParentPreneur Edge: What Parenting Teaches About Building a Successful Business Jennifer Buddin: Co-founder of "The Little Black Book for every busy woman" Victoria Colligan: Founder of Ladies Who Launch Frances Crespo and Nicolette Pizzitola: Ladies Who Launch Washington, DC Leaders Educational workshops and information gathering Invaluable exchanges, introductions, business contacts and referrals Exclusive discounts, free consultations and access to original products and services Lunch and spa services An opportunity to become a "Featured Lady" on Ladies Who Launch Valuable GIFT BAG guaranteed with pre-registration
Library to Meet - Has anyone ever tried the Public Library? they have meeting rooms there too and Toronto has over 30 locations with Free Wireless Internet.
Women Entrepreneur Suggestion - I would highly recommend Katharine Giovanni of Triangle Concierge . Katharine is the world leader when it comes to the errand/concierge and lifestyle management industries. She provides training, seminars, workshops, consultations and is called upon by people from all over the world. Katharine has been interviewed in numerous publications and interviewed by all forms of the media. Katharine founded the ICEA (International Errand & Concierge Association), Triangle Concierge, Triangle Concierge International and is a co-owner of XPACS Concierge service which providing services to athletes all across the world. She is very motivational, an excellent teacher, an inspiring role model for those of us in the industry, a major contributor in bring attention to the industry.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Time management for DIY PR

What I Really Want Is...

Adjusting Your World

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.