International PR Strategies Subtle nuances create huge impacts
International PR Strategies Subtle nuances create huge impacts
There is a story about a U.S. gentleman that traveled to Japan for a meeting and presented a gift to a Japanese businessman. He offered the businessman a gift pack; the number of items in the sleeve being four. He thought it was an appropriate quantity to enjoy and share with his colleagues, not realizing that anything boxed or presented in the quantity of four means death to the Japanese. The meeting was a flop. The deal lost.
It is often assumed that what works in one’s home country will work in another. The same product, same messaging, same advertising campaign, the same brand names and packaging, even the same token gifts – they do not take into consideration the differences that exist between countries and cultures. While some companies who interact internationally are successful following a standardized communications strategy, it’s a mistake to assume this approach will work without sufficient research and resources that address cultural differences.
It’s hugely important to plan ahead and think through the significance of messages when running multi-country campaigns. Think globally, act locally has never been more spot-on.
According to a recent article in Korea Times, Korean companies marketing to the U.S. are using poor English in their corporate slogans, hurting the image of the Korean companies. They have failed to observe the very basics of English in choosing their slogans, using instead what is dubbed “Konglish”. This gaffe is hurting their chances of becoming global brands.
When considering an international communications strategy, it’s essential to think in regional terms; taking into account the subtle differences between countries, as well as the variations that can occur within a chosen country. These variations will have lasting implications for public relations and brand campaigns.
As a company’s most influential advocacy vehicle, the media plays a key role in mobilizing public support and setting political agenda. It also makes a mountain of sense to understand the underpinnings of their affiliations and their chosen methods of communication.
There is no question that English has become the de facto of the international media and commercial world, but that doesn't mean that journalists will be happy to receive their information in English. Savvy journalists will pull specific releases from the International wire as opposed to reading releases in a foreign language.
In order to show true commitment to a local market, it may be essential to employ native language speakers in certain territories. Difficult to manage, yes, but the rewards can be vast.
The bottom line, as with any public relations and communications strategy, is relevancy. The public relations strategy that’s employed for countries other than one’s home must map back to the organization’s business objectives, and all messages must speak to the target audiences – whether decision makers or media. Fully understanding the target audiences, and respectfully offering products, services and information that meets them on their own ground is the first step to real growth on a global scale.
Vive la difference!
International PR Strategies Subtle nuances create huge impacts - To learn more about this author, visit Patti D. Hill's Website.
Like this article? Share it with your friends
With expansion into the international marketplace on the rise for so many industries, understanding the dynamics of international public relations can mean the difference between success and failure when entering foreign markets.
There is a story about a U.S. gentleman that traveled to Japan for a meeting and presented a gift to a Japanese businessman. He offered the businessman a gift pack; the number of items in the sleeve being four. He thought it was an appropriate quantity to enjoy and share with his colleagues, not realizing that anything boxed or presented in the quantity of four means death to the Japanese. The meeting was a flop. The deal lost.
It is often assumed that what works in one’s home country will work in another. The same product, same messaging, same advertising campaign, the same brand names and packaging, even the same token gifts – they do not take into consideration the differences that exist between countries and cultures. While some companies who interact internationally are successful following a standardized communications strategy, it’s a mistake to assume this approach will work without sufficient research and resources that address cultural differences.
It’s hugely important to plan ahead and think through the significance of messages when running multi-country campaigns. Think globally, act locally has never been more spot-on.
According to a recent article in Korea Times, Korean companies marketing to the U.S. are using poor English in their corporate slogans, hurting the image of the Korean companies. They have failed to observe the very basics of English in choosing their slogans, using instead what is dubbed “Konglish”. This gaffe is hurting their chances of becoming global brands.
When considering an international communications strategy, it’s essential to think in regional terms; taking into account the subtle differences between countries, as well as the variations that can occur within a chosen country. These variations will have lasting implications for public relations and brand campaigns.
As a company’s most influential advocacy vehicle, the media plays a key role in mobilizing public support and setting political agenda. It also makes a mountain of sense to understand the underpinnings of their affiliations and their chosen methods of communication.
There is no question that English has become the de facto of the international media and commercial world, but that doesn't mean that journalists will be happy to receive their information in English. Savvy journalists will pull specific releases from the International wire as opposed to reading releases in a foreign language.
In order to show true commitment to a local market, it may be essential to employ native language speakers in certain territories. Difficult to manage, yes, but the rewards can be vast.
The bottom line, as with any public relations and communications strategy, is relevancy. The public relations strategy that’s employed for countries other than one’s home must map back to the organization’s business objectives, and all messages must speak to the target audiences – whether decision makers or media. Fully understanding the target audiences, and respectfully offering products, services and information that meets them on their own ground is the first step to real growth on a global scale.
Vive la difference!
International PR Strategies Subtle nuances create huge impacts - To learn more about this author, visit Patti D. Hill's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
|||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Patti's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
|
||
 |
||
 |
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Setting Priorities Worksheet Networking Online Business Wisdom Instant Scripts How To Double Your Business |
|
 | ||
 |
More PR Resources
Press Release Builder | |
 |
Top 50 Productivity Blogs
Top Blogs To Watch In 2008 | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
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 and Sean Combs!
|
|
|
| ||||||||||||
| ||||||||||||
|
|
||||||||||||