Relaciones Publicas Internacionales "El Circuito De La Cultura"

What is public raltions?:

Public relations is a strategic communication process that builds mutually beneficial relationships between public and private organizations and their publics.

*The Regulatory Environment of Global PR Practice:

Managing local PR:

* Find the best locally: Finding the right partner to support the campaign.
* Manage regional PR effectively: weeklyprocess of development and progress of results.
* Be culturally sensitive: to understand and take into consideration local values.
1. Linear active culture: Highly organize planner and taskoriented (Germany)
2. Multi-active culture: People oriented and loquacious (Brazil, Spain)
3. Reactive culture: Respect oriented listeners and introvert people (Japan)
* Local means local: Thebiggest issue in PR is language. English requires less printed space when for French or Spanish more space is needed. Translation is also a problem when some words don’t have a direct translation toEnglish.

The culture oriented model

Emphasizes the difference among people and nations.

How do cultural differences relate to PR?
- The main distinction is between “high context cultures”where the meaning of a message can be understood only with specific context, not easy to craft (japan, china) and “low-context cultures” where the message can be understood as an independent entity.(USA, German)

Special International Considerations

Besides languages, there’s other concerns related to:

* Laws and regulation: in pr all international laws should be taken intoconsideration (ex: france: a restaurant chain cant be advertised)
* Custome and culture: customs can be stronger than law.
* Time: National holidays, vacations…
* Inertia, resistancerejection and politics: PR is about change and change frighten people. Creative directors often resist arriving from distant headquarters in favor of campaigns created within the local agency.

PR in...