How to Practice Global Public Relations and Strategic Communications: 2016 PRSA Tri-State Conference
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Kara Alaimo's presentation from the 2016 PRSA Tri-State Conference about global public relations.
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How to Practice Global Public Relations and Strategic Communications: 2016 PRSA Tri-State Conference
- 1. Photo credit: Nasa Twitter: @karaalaimo
- 2. My crash course in cross-cultural communication Copyright: ra3rn
- 3. Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic Communication • Interviews with 87 practitioners in 31 countries • In person at the World Communication Forum in Davos, Switzerland and Social Media Strategies Summit in New York • Focus groups in São Paulo, Rio de Janeiro, and Cape Town • Skype
- 4. GLOBE: a ten-year study of more than 17,000 managers in 62 societies conducted by 170 researchers The World’s Ten Cultural Clusters: • Confucian Asia • South Asia • Anglo Cluster • Latin Europe • Germanic Europe • Nordic Countries • Eastern Europe • Middle East • Latin America • Sub-Saharan Africa
- 5. Key Factors The Generic-Specific Approach (Verčič, Grunig, and Grunig, 1996) Adapt PR strategy based upon 5 local factors: • Political-economic system • Culture • Extent of activism • Level of development • Media system
- 6. Key Factors Social Expectations Copyright: Grand Canyon National Park
- 7. Key Factors Local Influencers Copyright: Blan-k
- 8. Asia • Personal influence model • Collectivism • Face • High context communication • Long term orientation • Power distance • Avoid “risky communication” • Mobile (average commute: 1 hour)
- 9. Middle East and North Africa • Youth bulge • Religion • Friday/Saturday weekend • Personal influence model • Pride/criticism • Resistance to change/Present orientation • Emotion, symbolism • Arabic doesn’t translate literally
- 10. Latin America • Collectivism around the family • Personal influence model • Polychronic approach to time • Low future orientation • Poverty and inequality • Expectation that businesses help society • Heightened citizen consciousness, activism
- 11. Sub-Saharan Africa • Brown envelopes • Corporate social responsibility • Word of mouth • High context • Indigenous forms of outreach • High humane orientation • Relationships
- 12. Europe • Anglo Europe • Latin Europe • Germanic Europe • Nordic Europe • Eastern Europe
- 13. Contact Me Kara Alaimo, Ph.D. www.karaalaimo.com www.routledge.com/cw/alaimo Kara.S.Alaimo@hofstra.edu Twitter: @karaalaimo PRSA members can get a 20% discount on “Pitch, Tweet, or Engage on the Street” and free shipping using promo code FLR40 at www.routledge.com.