going global public relations
DESCRIPTION
Working overseas has a certain glamour on the surface. The excitement is easily tempered by trade disputes, protectionism, stolen intellectual property or vexing cultural differences. Global public relations is a great opportunity, but also a minefield with many tricky challenges.TRANSCRIPT
Going GlobalKevin M Brett
November 14, 2012
“Shaken, Not Stirred…”
• Istanbul, Turkey• M16 Hdqrs.• Shanghai, China• Macau, China• London “Tube”• Scottish Highlands• “Skyfall”
Globalization: A Fact of Life
• “The World is Flat”• Digital Communication• Two-Way Symmetrical• English: Lingua Franca?• Anywhere in One Day• Outsourcing/Insourcing
Worldwide Competition• Olympics • World Cup• Grand Slams• Intellectual Property • Subsidized Businesses• Tech Transfer• New Middle Classes• Protectionism• Free Markets?
“Business Is War”• No Biz Is Totally Safe• Everything is in Play• Faced Extinction• Predatory Pricing• Sanctions• Temporary Peace
Respecting Culture vs. Going Native
• Speak the Language?• Understand Culture?• Local Media?• Frustrate Easily?• Politeness• Patience
Geert Hofstede: Cultural Dimensions Theory
• Five Dimensions• Power Distance• Individualism• Uncertainty Avoidance• Masculinity• Long-Term Orientation
Power DistanceHigh
• Mexico• Saudi Arabia• China
Low• United States• Austria• Israel
Individualism/Collectivism
Individualism• United States• Canada• Western Europe
Collectivism• China• Japan• Russia• Latin America
Uncertainty AvoidanceTolerant
• United States• Great Britain• Sweden
Intolerant• Japan• China• Greece
Masculinity/Femininity
Competitive• Germany*• Japan• United Kingdom
Compassion• Sweden• Netherlands• Spain
Long Term/Short Term
Long Term• China• Japan• Hong Kong
Short Term• United States• Canada• Western Europe
Foreign Corrupt Practices Act
• Since 1977, Illegal Under U.S. Law to Bribe Foreign Officials
• Arose From “Bananagate”• Lockheed Scandals• Allows “Grease” or Facilitation Payments (e.g., US
Passport, $60)• What About “Jollies?”• “Transportation Money?”
Working Overseas?
• Corporations (e.g., US-Based; Foreign Based)
• Public Relations Agencies (e.g., Edelman, 40+ Offices Around the World, 4,000 Employees)
• NGOs (e.g., Red Cross, Amnesty International, Greenpeace…)
• Multilateral Approaches (e.g., UN, EU, ASEAN)
• Speak the Language; Respect the Culture