International public relations
International public relations or global PR refers to the area of public relations ( PR for short ), which links the press and companies with one another across national borders.
Sub-areas
International PR can be divided into the two sub-areas "international PR in the narrower sense" and "global PR".
International PR in the narrower sense is the development of a PR program for each individual country. The advantage is that with a strong focus on country-specific aspects, a precise target group can be addressed individually. On the one hand, the cultural conditions of the respective country are taken into account, on the other hand, the press work can be adapted to the structure of the media landscape.
In the case of global PR, a cross-border PR program is being developed, which should lead to a standardization of communication and PR strategies across national and cultural borders. The main advantage of a global focus lies in the possibility of creating new synergies and a comprehensive image.
requirements
In order for international PR to be standardized, its fundamental influencing factors must be known. The most important influencing factors are: politics , economy and culture of the respective country as well as the media system, level of development and degree of adaptation. The US PR researcher Robert I. Wakefield called this idea of cross-border similarities "excellent PR" in his dissertation in 1995 and refers to four basic elements which, however, have so far only had limited significance:
- the organizational independence of the PR department
- the relevance of qualified training for PR staff
- the understanding of PR as a management function
- symmetrical two-way communication between the organization and the public
Summary
Ultimately, international PR moves between the two poles of differentiated adaptation to national circumstances and standardized addressing of global similarities. The goal is to find the optimal combination. For this, further influencing factors, but also cross-border similarities must be recognized or further developed and integrated into international PR concepts.
literature
- Robert Wakefield: International Public Relations. A Theoretical Approach to Excellence Based on a Worldwide Delphi Studi. University of Maryland, Dissertation, 1997.
Individual evidence
- ↑ Profile Robert Wakefield, ( Memento of the original from July 14, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. , Brigham Young University, School of Communications, Provo , Utah , USA (accessed July 14, 2016)
