INTERNATIONAL RELATIONS International Relations n International public relations

INTERNATIONAL RELATIONS

International Relations n International public relations is the practice of public relations conducted globally. n Public relations growth is largely due to increased technological communication, marketplace expansion and awareness, and social and political changes. 2

Reasons for International Public Relations 1. Expansion of communication technology has increased information capabilities. n 2. Realignment of economic power caused by the formation of multinational trading blocs, such as NAFTA n 3. Unification of countries pursuing common goals, such as AIDS. n 3

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Need for Public Relations Globally n We need public relations to deal with challenges that multinational organizations face. Organizations need to communicate actively, show responsibility, operate legally and ethically. n Social, economic, and political changes increase the need for organizations to communicate and support efforts in international settings. 5

Examples of International Relations Problems n n Problems can occur in multiple contexts with regard to government, industry, and health: World Summit, Johannesburg, South Africa American consumer backlash against French and German goods in the U. S. SARS Epidemic 6

Examples of International Relations Opportunities n n Growth and development of organizations and commercial interests Learning about local culture, customs and language, politics and laws Representing foreign organizations in the U. S. and U. S. organizations abroad Opening new lines of communication, furthering understanding, building and enhancing relationships 7

Language & Cultural Barriers n n n In China, the name Coca-Cola in China was first rendered as Ke-kou-ke-la. The Coka-Cola company did not discover until after thousands of signs had been printed that the phrase means "bite the wax tadpole" or "female horse stuffed with wax" depending on the dialect. In Taiwan, the translation of the Pepsi slogan "Come alive with the Pepsi Generation" came out as "Pepsi will bring your ancestors back from the dead. " In Chinese, the Kentucky Fried Chicken slogan "fingerlickin' good" came out as "eat your fingers off. " 8

Language & Cultural Barriers n General Motors introduced the Chevy Nova in South America: it was apparently unaware that "no va" means "it won't go. " GM found out why sales were negligible and renamed the car Caribe in its Spanish markets. n Parker Pen marketed a ballpoint pen in Mexico: its ads were supposed to say "It won't leak in your pocket and embarrass you. " The company thought the Spanish word "embarazar" meant embarrass. So the ads said "It won’t leak in your pocket and make you pregnant. " 9

Language & Cultural Barriers n In Italy, a campaign for Schweppes Tonic Water translated the name into Schweppes Toilet Water. n Scandinavian vacuum manufacturer Electrolux used the following in an American ad campaign: "Nothing sucks like an Electrolux. " n Why did the Ford Pinto flop in Brazil? Pinto was Brazilian slang for "tiny male genitals". Ford pried all the nameplates off and substituted Corcel, which means horse. 10