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International Public Relations

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Information about International Public Relations

Published on April 18, 2008

Author: stephan

Source: slideshare.net

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International PR

Practical implications Influence of culture

Practical implications

Influence of culture

Practical Implications Communication - lack of media - great distances cities/rural - illiteracy - numerous ethnic groups - languages & dialects - tribal & religious taboos

Communication - lack of media - great distances cities/rural - illiteracy - numerous ethnic groups - languages & dialects - tribal & religious taboos

Publics Élite: 10-20% in developing countries

Élite: 10-20% in developing countries

Mass communication Newspaper differences “Listening to newspapers” Limited media reach Interest for news, spoken word

Newspaper differences

“Listening to newspapers”

Limited media reach

Interest for news, spoken word

Media… Mass media may be very different TV & newspapers more élitist Radio may be widespread Media may be heavily regulated - and people may be cynical Messages: Framework for interpretation may be very different

Mass media may be very different TV & newspapers more élitist Radio may be widespread

Media may be heavily regulated - and people may be cynical

Messages: Framework for interpretation may be very different

Newspapers Circulation problems (distances, language etc) Nigeria: 100million people newspaper circulation: 500.000

Circulation problems (distances, language etc)

Nigeria: 100million people newspaper circulation: 500.000

Radio Listening groups Different language broadcasts

Listening groups

Different language broadcasts

Television Reach often limited Viewing groups

Reach often limited

Viewing groups

Cinema Static cinemas Travelling cinemas Mobile video shows

Static cinemas

Travelling cinemas

Mobile video shows

Exhibitions Fun events Can be combined with mobile video/cinema shows

Fun events

Can be combined with mobile video/cinema shows

Advertising standards Often confusing: - product usage - messages - characters

Often confusing: - product usage - messages - characters

Educating the market Importance of education esp. in developing countries Labelling problems Food - clarity of instructions - culturally adequate usage also cooking appliances etc.

Importance of education esp. in developing countries

Labelling problems

Food - clarity of instructions - culturally adequate usage also cooking appliances etc.

Adult Literacy Case 3/4 illiterate contributing agricultural background and manual operations Females marry young Good communication skills compensate for illiteracy

3/4 illiterate

contributing agricultural background and manual operations

Females marry young

Good communication skills compensate for illiteracy

Adult Literacy Case Objective: To encourage illiterates to embrace adult education during period of campaign when classes are being set up and organisers are being sought

Objective: To encourage illiterates to embrace adult education during period of campaign when classes are being set up and organisers are being sought

Adult Literacy Case Publics: - illiterates in villages and townships - religious leaders - teachers - employers - schoolchildren

Publics: - illiterates in villages and townships - religious leaders - teachers - employers - schoolchildren

Adult Literacy Case Media: - short videos demonstrating advantages of literacy: > read instructions > read road signs > read letters > read newspapers > “Enjoy fuller life”

Media: - short videos demonstrating advantages of literacy: > read instructions > read road signs > read letters > read newspapers > “Enjoy fuller life”

Adult Literacy Case Media (cont.) - videos to be shown in community halls, mobile cinema, tv - Debates and discussion on radio in various languages - Posters to announce video shows - Direct talks with chiefs, politicians, religious leaders and teachers

Media (cont.) - videos to be shown in community halls, mobile cinema, tv - Debates and discussion on radio in various languages - Posters to announce video shows - Direct talks with chiefs, politicians, religious leaders and teachers

Adult Literacy Case Evaluation: - No of classes opened - No of people enrolled - Fall-out rate - No of completions

Evaluation: - No of classes opened - No of people enrolled - Fall-out rate - No of completions

Culture

Culture 2

Non-verbal communication Kinesics Proxemics Appearance Posture Oculesics Haptics, tacesics Paralanguage Symbolism and Passive Non-verbal Communication

Kinesics

Proxemics

Appearance

Posture

Oculesics

Haptics, tacesics

Paralanguage

Symbolism and Passive Non-verbal Communication

Collectivism/Individualism Group benefit more important than individual benefit Individual benefit paramount

Group benefit more important than individual benefit

Individual benefit paramount

Power Distance High: Respect for authority Low: Little respect for authority

High: Respect for authority

Low: Little respect for authority

Uncertainty Avoidance Comfortable with risk and ambiguity Avoidance of risk and ambiguity

Comfortable with risk and ambiguity

Avoidance of risk and ambiguity

Femininity/Masculinity Social inclusion and compassion Social exclusion and ‘hard touch’

Social inclusion and compassion

Social exclusion and ‘hard touch’

Low / High-context Explicit Meaning in code Speaker responsible for message comprehension Implicit Meaning in context Audience responsible for understanding message

Explicit

Meaning in code

Speaker responsible for message comprehension

Implicit

Meaning in context

Audience responsible for understanding message

Direct vs Indirect Clear (low context) Simplicity valued Avoidance of sentiments Symbolic Embellishment valued Sentiments used

Clear (low context)

Simplicity valued

Avoidance of sentiments

Symbolic

Embellishment valued

Sentiments used

Doing vs Being Importance of achievements and measurable action Emphasis on relationships in their social context

Importance of achievements and measurable action

Emphasis on relationships in their social context

Linear / Non-Linear Object oriented One theme Beginning & end stressed People and event oriented Multiple themes Organisation not stressed

Object oriented

One theme

Beginning & end stressed

People and event oriented

Multiple themes

Organisation not stressed

Summary International PR has - technical/practical constraints - cultural constraints

International PR has - technical/practical constraints - cultural constraints

Summary Media environment may be very different Publics may use media very differently Messages must be adapted to local publics

Media environment may be very different

Publics may use media very differently

Messages must be adapted to local publics

Summary Culture influences communication heavily Cultural differences influence different levels of the communication process Messages must be culturally adequate

Culture influences communication heavily

Cultural differences influence different levels of the communication process

Messages must be culturally adequate

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