Chapter 20 Global Public Relations Flashcards
Definition of international/global public relations
The planned and organized efforts of a company, institution, government, or nation to establish mutually beneficial relationships with the publics of other nations.
How do language, laws, and cultural norms affect the practice of international public relations? Especially, understanding the importance of culture in international public relations.
Diversity in cultures needs to be recognized to understand publics/audiences and practice around the world.
Helps in understanding what people respond better to
What are Geert Hoftsede’s 5 cultural dimensions?
power distance
individualism
masculinity v. femininity
uncertainty avoidance
long-term v. short-term
What is power distance?
how tolerant about equally distributed decision-making power.
US has low acceptance
What is individualism?
loyalty to one’s self over to a larger group
US is individualistic
What is masculinity v femininity?
contrasts competitiveness (usually masculine) w. compassion and nurturing (feminine)
What is uncertainty avoidance?
how well society tolerates ambiguity.
US tolerates it
What is long-term v short-term
willingness to consider traditions of the past and carry them into the future. Willing to have a plan that lasts years is long term
US is short-term oriented
What is cross-national conflict shifting?
Public relations challenges in one part of the world affect the operations of an international corporation elsewhere around the world.
Which cities are the centers for international public relations practices?
New York
Paris
Tokyo
London
