International Public Relations Notes - MAC 442

International Public Relations Fundamentals

International Public Relations (IPR), as taught in course MAC 442 by Dr. Benjamin Onwukwalonye, focuses on designing and executing PR programs for multinational organizations. The core objective is to establish and maintain goodwill and mutual understanding between an organization and its diverse international publics.

Key definitions include:

  • Institute of Public Relations (IPR): A planned and sustained effort for mutual understanding.
  • Mexican Statement (1978): Signed by over 3030 associations, it defines PR as the art and social science of analyzing trends, counseling leadership, and implementing planned programs serving both organizational and public interests.
  • Rex Harlow: A management function utilizing research and ethical communication as principal tools.

Perspectives and Objectives of International PR

The philosophy of PR remains consistent across local and international levels, but the scale, scope, and diversity (culture, language, policy) require greater professionalism. Reasons to study International PR include:

  • Managing multinational business interests.
  • Navigating the "global village" created by technological advancement.
  • Fulfilling civic responsibilities to redeem or maintain a nation's reputation, such as that of Nigeria.

Public Relations Fields and Activities

Sam Black (1989) identifies ten major fields of PR, including Public Opinion, Government Relations, and International Relations. Key activities for practitioners include:

  • Counseling based on human behavior.
  • Predicting future trends and advising management.
  • Establishing two-way communication based on truth (avoiding propaganda).
  • Harmonizing private and public interests.
  • Projecting a corporate identity and maximizing profitability.

Challenges and Strategies for International Success

Practitioners face several environmental challenges when operating across borders:

  • Divergent political climates, legal systems, and economic frameworks.
  • Language barriers and differing cultural values.
  • Varied levels of technological advancement.

Tips for success include establishing firsthand contacts in host nations, strictly adhering to local government regulations, participating in trade fairs, and maintaining relationships with foreign embassies.

Communication and Planning Models

Effective International PR relies on two-way communication. Sam Black proposes rules such as keeping messages simple, avoiding exaggeration, and ensuring continuity. Using local interpreters is essential to prevent cultural and linguistic distortion.

The PR Planning Model follows a sequential order:

  1. Problem Research: Monitoring environments and public opinion.
  2. Decision Making: Setting specific objectives based on research.
  3. Identification of Publics: Targeting the right group to avoid wasted effort.
  4. Communication and Techniques: Packaging messages for appropriate channels.
  5. Budget: Allocating financial resources.
  6. Program Monitoring: Ongoing adjustments during execution.
  7. Evaluation of Results: Assessing achievements against initial objectives.

Image Management and Budgeting

Image is the impression people hold based on knowledge or experience. PR aims to present an authentic image rather than "image doctoring." Kinds of images include Current, Mirror, Wish, Multiple, Ultimate, Corporate, and Product/Service images.

Budgeting Elements:

  • Labor: Remuneration for personnel.
  • Office Overhead: Rent and utilities.
  • Materials: Equipment and stationery.
  • Expenses: Out-of-pocket costs and a 10%10\% contingency fee for miscellaneous expenses.

Common Budgeting Methods:

  • Task Budgeting: Calculating costs based on specific tasks (recommended).
  • Zero Budgeting: Justifying every item from a zero base (recommended).
  • Historical: Based on past budgets (not recommended).
  • Percentage of Turn-over: A fixed percentage of revenue.
  • Man-hour: Based on hourly rates for consultancy.

Questions & Discussion

Students' Activity 1: Students must analyze ten additional international PR definitions and propose their own definition for the field.

Students' Activity 2: Students are required to write short notes explaining their understanding of various PR activities like counseling and trend analysis.

Students' Activity 4: Students must draft a press release regarding a PR issue between an organization and a Labor Union in Ghana.

Students' Activity 5: Students are to design a full PR program for an issue in South Africa, following the planning model from research to evaluation.

Students' Activity 6: Students must create a budget for a press conference to be held across three different nations, identifying all tasks and necessary items.