International Public Relations

In the ever increasing market, trying to allow your product the exposure it needs to succeed can be an never ending fight.

A Public Relations company in today’s competitive business world is an essential tool in succeeding.

And if your brand is looking to become Internationally known then you have to plan ahead and think about the financial and resource implications of running a multi country business while also creating campaigns. Thinking globally, while acting locally is a key tool in enabling exposure in each country.

With a Public Relations industry they are normally responsible for creating and maintaining relationships that exist between clients and customers.
Through areas such as brand management, advertising, media relations, and crisis management, they seek to gain interest, trust and belief in your product or service.

They are aware of the best ways to do this within their own nations and cultures, although when dealing with a foreign audience, it is critical that the differences in culture is recognised.

There have been many examples of failures in such PR campaigns, where one product may work in one country but never in another. And if a Public Relations company can be there to foresee the results and analyse the cross cultural issues a failure of a campaign can be avoided.

There are many areas to consider when looking to expand and work in other countries, one such issue is language. There are many examples of failed and poor translations while also a lack of cross cultural understanding.

There is one example when Ford launched the ‘Pinto’ in Brazil, and sales were poor, they wondered why this was so, they then found out that Brazilians did not want to be driving a car which meant ‘small male genitals,’ and Ford quickly changed the name.

The translation of documents, slogans and literature is essential, and must be checked and double checked for meanings and also for cross cultural nuances. This is where International Public Relations is invaluable as with not only the written word can be analyzed but also the spoken word, in ares such as press conferences and interviews. Knowing the cross cultural differences in humour, metaphors, aphorisms and anecdotes, while also seeking out the references used in topics such as politics, or religion which can be a very sensitive issue, is imperative.

With anyone who is considering going global, so many things have to be taken into consideration, that the last thing most people running the business need to think about are the finer details of such things. Normally the people who run the business are busy doing exactly that, running the business. Such things as then producing press releases, features and copy-writing require cross cultural sensitivity.

While journalistic traditions, writing styles, news worthiness and delivery systems will all affect how the word is tailored.
And this is something most companies would find completely overwhelming.

Other things that need to be taken into consideration is around the communication channels a company uses to promote the product or service, this is another avenue that a Public Relations company will make the introduction into another country seamless.

While most channel of communication in the west such as in the U.K. or America are things such as radio, TV, Internet, press or public spaces, in other countries there same channels may not be applicable.

In some countries radio, TV or newspapers may not be a primary source of information, especially as literacy rates may be poor or the equipment such as radios may be expensive.

In some countries other levels of communication have to be used, and local alternatives explored such as religious leaders, tribal chiefs, school teachers, and NGO’s. By utilizing these avenues the audience will see the the product or service more credible rather than it coming from a foreigner.

While language is very important, so are PR Materials, used in campaigns such as logos, slogans, pictures, designs and colors which all need to be considered. Pictures that work in one country can be seen completely different in another, or even be taken offensively.

So any business who wants to be welcomed into another country or culture, would find the benefits of using a Public Relations Company something that is crucial to it’s success.

With most firms they will offer a clear and concise plan of attack, and will also offer many options. But for any business the benefits far outweigh not utilizing the skills that as outlined here are complex and diverse.