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International PR

International PR. Special Publics. International PR. Context for International PR Globalization Concern for maintaining local culture Extreme inequalities: 40% live on less than $2 a day Boundaries vs. Bridges Develop cooperative partnerships

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International PR

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  1. International PR Special Publics

  2. International PR • Context for International PR • Globalization • Concern for maintaining local culture • Extreme inequalities: 40% live on less than $2 a day • Boundaries vs. Bridges • Develop cooperative partnerships • What is the function of international public relations practitioners?

  3. International PR • Describe the complexities of audience research for international PR. • Culture: • How people live their lives • The way things are done • Shared experiences: activities, food, religion, dress

  4. International PR • How can you best customize an action plan to best communicate with an international audience? • Language slips: • Giant Burrito named Burrada – “big mistake” in Spanish • Estee Lauder’s Country Mist – “Country Manure” in German • Chevy Nova – “does not go” in Spanish

  5. International PR • Why is local credibility valuable in international campaigns?

  6. Special Publics • What are special publics? • Minority groups (ethnic, racial) • Other groups • Gender • Students/Educators • Age groups (school kids/ senior citizens) • (Dis)Ability • Business/ Activist groups

  7. Special Publics • What are the challenges of reaching a special audience? • Understanding in-group diversity • Understanding the groups values, needs, problems • What is the role of opinion leaders associated with the special public? • Develop credibility • Why are opinion leaders so important?

  8. Special Publics • What research is needed to customize a communication campaign to reach subcomponents of a special public? • Understand the audience • Media used by the public • Identify community leaders • Identify community organizations

  9. Special Publics • How can you use cultural, social, and gender specific actions and special events to reach the targeted public? • Develop events aligned with group values • Ideas for an environmental group? • Ideas for Native Americans?

  10. Special Publics • How can you use cultural, social, and gender specific actions and special events to reach the targeted public? • Controlled media: Prep with demographic specs in mind • What medium to reach “active seniors” • What medium to reach “indie rock fans” • What medium to reach “minority business women”

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