International PR Strategies Subtle nuances create huge impacts

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.

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