Does International PR Exist?

A debate which has been a hot topic throughout the PR world is the long fight between PR academics and practitioners, on whether international PR exists.
Some say that PR only exists in countries where democracy, free market economy, freedom of press and civil liberty are present. If so, how can international PR exist when significant regions of the world fail to reach these conditions? Just because an organisation has many offices worldwide, it does not necessarily mean that their PR communications are effective within them.
All the above are plausible, however, having studied PR and worked within the industry, my opinion is YES! It does exist. Think of an international brand and type it into Google and you will see how ´far spread´ their communications efforts have been in raising brand awareness.
Not only that, but Globalisation and the 21st Century have shaken up the PR world allowing better international communications to form. The internet has not only changed traditional methods of communication but also the power which organisations hold. Two-way communication and transparency of social media means organisations now have more stakeholders to consider and engage with.
It is therefore extremely important that marketers’ and PR practitioners alike understand the challenges and trends international PR faces when executing business plans. In order to be truly international, you need to grasp a few things:
Different variations of PR – understanding how the media within different countries operate is crucial.
Cultural and sociological differences – It is important that International communicators have knowledge about the world at large, ideally being able to speak and write several languages.
Understand the importance of Social media – The digital world has allowed different cultures to interact, therefore creating a wider audience for you to engage with.
Ethical considerations – In order to have ethical PR within the new global economy, an organisation must take into consideration what its ethical obligations are to different cultures, social groups and identities that they are trying to interact with.
In a nutshell, sociological norms and the political power of different countries have great effects on the results and success of international PR campaigns. So therefore, to achieve international effectiveness, PR must be localised to different cultures. Globalisation, has bought cultural boundaries closer and social media has made communications more accessible, the combination of the two has increased the viability of global PR and its potential success.

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