CHAPTER 20 Copyright 2001 Prentice Hall Inc The

CHAPTER 20 Copyright © 2001, Prentice Hall, Inc.

The 21 st Century Will Be the Golden Age of Public Relations Booming Economy Corporate Competition Increased Communications Budget High-Tech Companies Instantaneous Global Communications International Mergers “Humanized” Communications Copyright © 2001 Prentice Hall, Inc. 2

Issues for the Millennium Let’s Discuss Economic Globalization Shifting Public Opinion Aging Population Technology Copyright © 2001 Prentice Hall, Inc. 3

Issues for the Millennium Let’s Discuss The “Lean & Mean” Firm “Bigness” is Back Corporate Accountabilit y Corporate Responsibilit y Copyright © 2001 Prentice Hall, Inc. 4

Let’s Discuss 21 st Century Public Relations Challenge Need for tailored approaches Creativity Increased specialization Globalization Technology Copyright © 2001 Prentice Hall, Inc. 5

Let’s Discuss 21 st Century Public Relations Challenge Research/results orientation Ethics and reputation Minority recruitment Decreased sexism Education Copyright © 2001 Prentice Hall, Inc. 6

Internationalization of Public Relations NAFTA North American Free Trade Agreement Copyright © 2001 Prentice Hall, Inc. 7

Internationalization of Public Relations Mexico Chile Copyright © 2001 Prentice Hall, Inc. NAFTA Venezuela North Brazil American Free Trade Argentina Agreement 8

Internationalization of Public Relations n n Copyright © 2001 Prentice Hall, Inc. European Communi ty Great Britain 9

Internationalization of Public Relations n n n More than 80% of Europeans watch television daily 20% of Hungarians have TV sets connected to satellite dishes 13% of Poland population own VCRs Two-thirds of Hungarians, Serbians, and Croatians read newspapers daily 40 newspapers in Moscow alone are translated from English Copyright © 2001 Prentice Hall, Inc. 10

Internationalization of Public Relations Thailand Copyright © 2001 Prentice Hall, Inc. Viet Nam Philippines 11

Internationalization of Public Relations China Copyright © 2001 Prentice Hall, Inc. 12

Internationalization of Public Relations Korea China World’s fastest growing economy after the U. S. Japan By 2020, 70% of world will speak Mandarin Copyright © 2001 Prentice Hall, Inc. 13

Internationalization of Public Relations Australia Copyright © 2001 Prentice Hall, Inc. 14

Internationalization of Public Relations Middle East Saudi Arabia Copyright © 2001 Prentice Hall, Inc. 15

Internationalization of Public Relations Africa Copyright © 2001 Prentice Hall, Inc. 16

Internationalization of Public Relations Americas Pacific Ocean Copyright © 2001 Prentice Hall, Inc. Middle East Africa Atlantic Ocean Australia 17

The Dangers of Monolingualism n Estee Lauder’s “Country Mist” translated into German = country manure n Chevrolet’s “Nova” in Spanish = “It doesn’t go” n Coke’s translation of “ke-kou-ke-la” in Chinese = Bite the wax tadpole n Japan’s leading brand of coffee creamer translated into English = creep Copyright © 2001 Prentice Hall, Inc. 18

To counsel top management, a public relations practitioner must have: n intimate knowledge of the institution n access to and respect for management n access to an intelligence network n familiarity with reporters on the beat n solid skills Copyright © 2001 Prentice Hall, Inc. 19

To counsel top management, a public relations practitioner must have: n a propensity toward action n knowledge of the law n knowledge of technology n strong integrity and confidence n contentment with anonymity Copyright © 2001 Prentice Hall, Inc. 20

QUICK QUIZ How can you get your foot in the door? n Become involved with and active in public relations organizations n Secure part-time work that requires PR skills Copyright © 2001 Prentice Hall, Inc. Campaign Headquarters 21

QUICK QUIZ How can you get your foot in the door? n Attend professional meetings in your community to gain experience and to network n Seize every opportunity to use your skills and gain experience n n Internships Volunteer work School Newspaper Political candidate work Copyright © 2001 Prentice Hall, Inc. 22

Top Qualities Professionalism Generalized Specialization Guts Ethics Leadership Copyright © 2001 Prentice Hall, Inc. 23