International Public Relations - Report Example

INTERNATIONAL PUBLIC RELATIONS By Location International Public Relations The practice of international public relations is a critical part of the communications department in any organization. The practice has existed in the organization for a long time, with experts defining the key role of the people holding the position as being links between an organization and the publics. The international public relations manager in any organization must maintain a consistent and meaningful communication between the organization and all interested parties. The practice of public relations only proves highly challenging when it has to be done on a global front. Globalization has introduced new realms and enhanced the front on which organizations market their products. Therefore, many businesses have expanded into foreign markets. This has placed a compulsion on the international public relations practitioners in such organization to shift to a broader perspective of their practice, across different cultures. International public relations require new guidelines for best practice, and research has focused on defining these guidelines. This paper will consider the recent research on international public relations. Recent research by Curtin and Gaither, the first task of a public relations officer is acting as a sensor of social change. This task describes the international public relations officer’s responsibility of ensuring that the organization has knowledge of the opinion held by different sectors of the publics concerning its policies and operations. This task is critical because it helps the organization define strategies of dealing with issues emanating from the public opinion. An additional weighty responsibility that public relations practice handles is acting as the corporate conscience. This implies that the individual taking up the position of the international public relations officer must exhibit the competence of exhibiting the conscience of the organization through his conduct and decisions1. According to Russo, a researcher of international public relations, accomplishing these tasks across a global front presents certain challenges2. Russo, Curtin and Giather agree that international public relations is affected by the type of the political system in different parts of the globe, level of development and activism enthusiasm in those areas. These factors alter public relations practice in different regions. Evidence reveals the existence of a new and broadened definition of international public relations. The new and broadened definition of international public relations denotes both the processes of development and managerial procedures of ethical strategies in a bid to build working relationships using communication. This responsibility can be the task of organizations, individuals, and groups as they strive to establish relationships with relevant stakeholders and publics in an international perspective. This definition highlights the need for ethical standards in the roles performed under international public relations practice. Research has revealed that achieving this in a foreign market presents the challenge of the language barrier. Being a communication’s practice, exemplary communication skills are fundamental to being successful in this field. Other responsibilities require an individual who can establish and maintain relationships with publics, and this requires excellent interpersonal skills. Moreover, since the publics may refer to stakeholders and interested parties from diverse fields of expertise, there is a need for them to demonstrate an understanding of the connectivity of events in the social, political, and ethical arenas. Therefore, language barriers pose a significant challenge in international public relations. In addition to language barriers, research reveals that international public relations require a clear grasp of the defining aspects of different cultures. Evidently, the practitioner faces the compulsion of establishing relationships with publics and stakeholders from different regions of the globe. This presents cross-cultural differences in business culture and context. Unless an individual takes time to analyse the diverse cultures, establishing effective relationships in these regions would prove difficult. For examples, as American businesses expand into the East, where Asian markets prove highly promising, language barrier and culture difference become pronounced. China is one of the countries in this region that has seen many American companies expanding into it. Public relations officers in this region face the compulsion of learning Chinese. Moreover, the Chinese culture has different aspects of stark contrast to the modern American culture. In this region, the traditional heritage is of critical influence in business3. There is a compulsion for international public relations practitioners should adopt the culture of the region where they intend to create a business relationship others highlight that the use of intermediaries can prove effective. Notably, grasping the context of new culture enables international public relations practitioners in a position to understand the public opinion pertinent to their interest, and be able to negotiate effectively. However, the reliance on intermediaries may limit the efficiency of practice. International public relations officers working on an international front should learn the relevant language. However, there is evidence suggesting that learning a new culture may prove highly involving. Therefore, it is rational for practitioners to identify the most relevant cultural aspects and adopt them. This school of thinking reasons that a foreign culture can prove overwhelming, and adopting the relevant issues only is a worthwhile venture. This conforms to the reasoning of some theorists on the reliance of intermediaries, who can highlight the relevant aspects of the new culture4. In some international organizations, international public relations practitioners engage in promoting the standing of an organization, or its products through well-designed activities. Moreover, other practitioners take up the responsibility of press agentry, an activity that compels them to generate news that promotes the interests of the organization. Other organizations require the international public relations practitioners to participate in integrated marketing, a responsibility that involves support of the advertising strategies of the organization. With such a weighty responsibility, international public relations practitioners have to analyse the marketing strategies used in different regions. For example, the American market has proved highly receptive of online marketing, while the trend is only picking in the East. For example, when companies venture into China, international public relations officers have to adjust to the regulation of television advertising. Evidently, the freedom of the Press in this region is limited, and public relations officers have to adopt new strategies of establishing rapport. As highlighted above, political systems exert a level of impact on international public relations as research has revealed. Research reveals that the emerging democracies present certain challenges that limit the level of interaction of public relation officers with the publics. Emerging democracies may exhibit oppressive political systems that limit press freedom, compelling public relations officers to lobby for increased press freedom5. For example, the entry of McDonalds into the Russian market saw the public relations department faced with challenges as the press had limited freedom. However, with increased lobbying and activism, the government increased press freedom, making the conditions highly favourable for the public relations department. Evidently, McDonalds had to make concerted efforts by adopting new strategies in this region, as the public relations practice was starkly different from that in the United States. Moreover, public relations theorists have highlighted that international public relations places the need for understanding different market regulations in different regions. This is a view adopted by many researchers. Evidently, different governments have defined unique regulations that govern the public relations profession. Moreover, business practices differ as practitioners traverse different regions. Understanding the different regulations would place the international public relations officer in a position to take up the responsibility of resolving crises, disasters, and unforeseen occurrences while also helping the organization to focus on maximizing positive tidings for the success of the organization in a new market. It is critical to study international public relations because many organizations are expanding into foreign markets, presenting the need for global marketing. Moreover, employers often seek to establish whether an individual can demonstrate an understanding of international public relations theory, and how these theories influence the real practice in the modern global market6. Similarly, this being a practice under communication, it is important for an individual demonstrating familiarity with communication theories in different cultures and their application. Since the practice entails consultancy and problem-solving responsibilities, it is critical for students to understand the theories governing international public relations. This will impart them with the capacity to analyse situations critically, and identify potential solutions to challenges facing international organizations. Studying international public relations presents an opportunity for students to understand the multiple changes of the practice, expanding its concept to include advertising, the use of technology, and the embracing of numerous responsibilities under the umbrella of public relations. The emerging realities surrounding the complex network of skills that would enable an individual to deliver in a fast-paced global market is proving overwhelming. The industry only exhibits signs of expansion in the new future, posing a challenge for students seeking opportunities in this field. In conclusion, research reveals that technology has only served to increase the bulk of responsibilities of international public relations practitioners. The emergence and accessibility of vast access to the internet has introduced a virtual audience that forms part of the publics. This audience is digital, and has multiple expectations from the public relations practitioners7. This emerging virtual audience emanates from different geographical locations, increasing the need for more knowledge for public relations practitioners to understand the opinion of the publics. Moreover, the emerging audience is more critical and highly diverse, emphasizing the need to understand international public relations. Bibliography Curtin, Patricia A., and Thomas Kenneth Gaither. International public relations [electronic resource] : negotiating culture, identity, and power / Patricia A. Curtin, T. Kenn Gaither. n.p.: Thousand Oaks : SAGE Publications, c2007., 2007. 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