An Insight into International PRBY ELLA MINTY

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Defining “Public Relations”• Public relations is the discipline which looks after reputation, with the aim of earning understanding and

support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Source: http://www.cipr.co.uk/content/careers-cpd/careers-pr/what-pr

• Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Source: http://www.prsa.org/aboutprsa/publicrelationsdefined/#.Un6bIsRFDIU

• It is a management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance. Source: http://www.pria.com.au/aboutus/what-is-public-relations/

• Public relations is the distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication as its principal tools . Harlow, Rex F. (1976). Building a public relations definition. Public Relations Review. 2 (4), p34-42.

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Having an international outreach ….• PR is a management function

• PR addresses the management of issues

• PR supports the risk management function

• PR is paramount to business development

• PR is stakeholder engagement – both internal and external

• PR is intrinsic to change management

• PR is a catalyst of diplomacy, leadership and international negotiations

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International PR inManagement

Management function Management of issues

Issues

Identify

Analyse

Act

Monitor

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International PR in Business Development

Input in the identification of untapped markets or regions

Input into the risk/benefit analysis: reputational impact, infringement of corporate values, differentiated marketing strategies

Paramount for the market entry strategies

Key in tailoring the specific messages and assessing the mass communication process

Elaborating the engagement strategies of both internal and external stakeholders following the “development”

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International PR and Stakeholder Engagement

• Language particularities

• Familiarity with the culture

• Different strategies and tactics

• Knowledge of political drivers

• Assessing the ripple effect across business

• Tailoring the approach

Internal

Employee

s

External

Clients

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Stakeholders and interests – mobilizing influence, power and authority

Outputs and outcomes – support in delivering and developing the business outcomes

Emotions and cultures – support in enabling the people and organisational culture to adapt

Leadership and self – understanding the values and expressing the ethos

International PR and CHANGE MANAGEMENT

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International PR operational flow

• Understanding the different aspects of the project

Business intelligence

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Business intelligence

Proactive approach

Bespoke solutions

Transforming raw data into usable information for businesses

Using new opportunities Implementing an effective strategy

THEY CAN provide a competitive market advantage and long-

term stability.

Pre-empting the need

Meeting the demand

Offering a different perspective

Enabling the dialogue

Advising on a different ROI

Understanding the bigger picture

Seeing beyond “tomorrow”

… for that project

… for that market

… for that Client

… for that country/region

… for that public

… for that period

… for that PURPOSE

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Developed market economies

Emerging markets

0

5

10

15

20

25

30

3534

50 51

12

26

Europe Africa Asia Americas

Developed market economies and emerging markets

Source: Global Intelligence Alliance, Business Perspectives on Emerging Markets (2012)

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SUCCESS FACTORS FOR EMERGING MARKETS

Source: Global Intelligence Alliance, Business Perspectives on Emerging Markets (2012)

25%

21%21%

18%

15%

Adapting to local culture Building a strong brandGovernment relations Flexibility driven by market developmentLocal business relationships / lobbying

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THE FINANCIAL IMPLICATIONS IF THE MESSAGE IS WRONG …

13Source: Pennsylvania State University, www.psu.edu

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DiplomacyInternational negotiationsLeadership

Media relations

Sponsorsh

ips

Local even

ts

Advertisement

Constant researchUnknown parameters

Continuous improvementVerbal and non-verbal

cuesCultural dynamicsLanguage barriers

Gender differentiationSocietal biasAppearancePerception

Local

INTERNATIONAL

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An international PR practitioner / expert should be at least familiar

WITH

1.SOCIOLOGY 2.IMAGOLOGY3.MANAGEMENT4.MARKETING5.PUBLIC RELATIONS6.COMMUNICATION

THEORIES7.GEOPOLITICS8.INTERNATIONAL

RELATIONS9.MASS COMMUNICATION10.RHETORIC11.PROJECT

MANAGEMENT12.HR BASICS13.MEDIA RELATIONS14.ADVERTISING

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IT CAN ALSO HAPPEN IN SCOTLAND ….

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A Coca-Cola salesman in Saudi Arabia …