Topic 10:

International public relations

Glossary

 Press release (N): Thông cáo báo chí.

 A written statement from a person or group

that is given to newspapers and broadcasting

organizations to become part of the news.

 Example: In a press release yesterday, the

company warmly welcomed the new

proposals.

 Acculturation (N): Hòa nhập văn hóa

 The process of changing so that you become

more like people from a different culture, or of
making someone change in this way.
  Example: The second aim of our study was to assess the role of acculturation on
filial obligation norms.

• Globalization (N): Toàn cầu hóa

 The increase of trade around the world,

especially by large companies producing

and trading goods in many different

countries

 Example: The globalization of politics

coincided with the use of US political

consultants by Western democracies.

 Brand advertising (N): Quảng bá thương hiệu

 The process of making the public aware of a

particular brand and its features so that they will

continue to buy it:

 Example: A sleek corporate video was followed

by video clips of glossy brand advertising.

Consumer Promotion (N): khuyến mại khách hàng/ đề xướng khách hàng
 Activities intended to advertise a product and increase sales to customers

 Example: Our company can offer consumer promotion and PR services.

 Negotiation (N): Cuộc đàm phán

 The process of discussing something

with someone in order to reach an

agreement with them, or the discussions

themselves

 Example: The agreement was reached

after a series of difficult negotiations.

 Brand (N): Thương hiệu

 A type of product made by a particular

company and sold under a particular name

 Example: There has been a huge growth in sales of luxury brands.

 Strategy(N): Chiến lược

 A detailed plan for achieving success

in situations such as war, politics,

business, industry, or sport, or the

skill of planning for such situations:

 Example: Their marketing strategy

for the product involves obtaining as

much free publicity as possible.

 Barter (V): Đổi hàng/ hàng đổi hàng

 To exchange goods for other things

rather than for money

 Example: We spent a whole hour

bartering with stallholders for souvenirs.

 Boundary(N): Ranh giới

 A real or imagined line that marks the edge or limit of something

 Example:The Ural mountains mark the boundary between Europe and Asia.

 Quotation (N): Báo giá cho khách hàng,

đối tác, ...

 The price that a person or company says

they will charge to do a piece of work

 Example: We decided to go with the

lowest quotation.

 Event marketing (N): Tiếp thị sự kiện

  The job of advertising products by selling or providing them at events in order to

gain new customers

 Example: My business is promotional products and event marketing.

 Pre-production (N): Khâu tiền sản xuất

 The process of planning some of the

elements involved in a film, television show,

play, or other performance, as distinct from

production, and post-production.

 Example: The preproduction phase in

filmmaking allows you to organize

everything you need before you start

rolling the cameras.

II. READINGS
SOURCES of READING 1: International Public Relations: How To Pitch the Media

Globally (montiethco.com)

International Public Relations: How To Pitch

the Media Globally  by M&Co. Staff, August 13, 2020
The trend toward globalization has increased the importance of international public
relations work. For businesses to scale their brand awareness in global
markets with marketing communications services, international public relations teams
need to create flexible, integrated communications strategies that maximize culturally and
linguistically relevant media relations.

Covid-19 has highlighted the importance of underlying strategies employed by

international public relations teams—remote work, effective communication, strict time
management, and adaptability. Fortunately, advancements in technology have made
cross-border communication easier, removing barriers that previously prevented people
from engaging across time zones.

Secure Wi-Fi connections, Zoom calls, scheduling features in email servers, and Google
translate have all created a more accessible global media landscape for international
public relations professionals. Social networks like Twitter and LinkedIn have made it
much easier to build and maintain relationships with reporters and stay updated on the
beats they cover.

Creating an International Public Relations Strategy

First, when beginning to engage with the media in any new market, the team executing
your international public relations strategy must offer diverse perspectives and language
abilities. Most journalists today speak English, but if you want to work extensively with
the local media then having someone who is fluent in the language who can develop
partnerships with key reporters and publications is essential.

Second, setting clear objectives for each market and knowing where and when to focus
efforts is critical. It’s inefficient to reach every market every day, so it’s important that
you prioritize your efforts in your international public relations strategy based on your
business objectives. Therefore, your international public relations team must develop a
strategy focused around relevant storylines for each market.
Finally, it’s important for cross-border communicators to be empathetic and adaptive to
different communication styles. While globalization and the internet have broken down
quite a few cultural barriers, there are still differences in politeness, directness,
timeliness, and preferred methods of communication. While engaging with a reporter in
another country, professionals should make the communication as bidirectional as
possible. Get their feedback to ensure that public relations pitches are consistent with the
stories the regional media deems relevant. Below are some tips for international public
relations in different regions: 

North American Media Markets

North American media is more transactional than other media markets. If you have a
good story and a well-written pitch, most journalists will be open to a conversation, even
if you’ve never connected before. While the main hub is New York City, local outlets are
of high importance in the region, and can often be a better avenue to access the right
audience. When engaging with reporters in North America, keep in mind that pitches
should be brief and that email is the primary form of communication.

There is greater freedom in terms of the type of content that reporters can share. This is
because there is minimal government involvement, and the media does not face the same
censorship that exists in other parts of the world. At the same time, that can make the
U.S. media more challenging to engage with, as reporters will not be afraid to be harshly
critical of a business or individual. You need to be buttoned up in your story and any
potential risks before engaging with a reporter.

When reaching out to Canadian media, specifically, it’s important to recognize regional
differences within the country. Time zones and language are two factors to consider, as
cities are vastly different from one another and focus on regionally relevant stories.
Montreal and Ottawa, for example, have bilingual publications in French and English. La
Presse, Le Devoir, and Le Soleil are some of the most popular.

Latin American and Caribbean Media Markets

The Latin American and Caribbean media landscape is historically controlled by political
elites and business families. Independent journalism and international media are highly
respected across the region, so building relationships with reporters is critically
important. This takes time, and the rate of response is lower in comparison to that of
North America. PR professionals should be patient and cast a wide net with large stories.

Media hubs are located in the largest cities, including Mexico City, Sao Paulo, Rio de
Janeiro, Buenos Aires, Bogotá, and Lima. It’s important to connect with reporters in each
hub and to pay careful attention to national differences. The main language is Spanish,
except in Brazil where Portuguese is spoken. However, large audiences are avid
consumers of American media products and engage with English-language coverage. The
New York Times, Bloomberg, Reuters, and Business Insider are just some of the many
major publications with bureaus in Latin America. The region’s proximity and
geopolitical history with the U.S. makes it a key topic for Latin American and Caribbean
reporters.

European Media Markets

The U.K. is perceived as the main financial hub in Europe and is also seen as a gateway
to the continent when it comes to a number of other sectors. As such, London is a hub for
most pan-European trade publications and houses most U.K. media and bureaus.
International public relations professionals, therefore, should see London as a good
launch point to enter the European markets and forge key relationships. When engaging
with reporters there, politeness is a common communication strategy, and reporters use
email and the phone to speak with PR professionals.

Similarly, France is very centralized, with its main hub in Paris. Speaking French fluently
is a requirement when engaging with the media. Most contact takes place over the phone,
and you may have to speak with a reporter several times before they feel comfortable
engaging with you on a story. Some important outlets to develop relationships with
include Le Monde, Mediapart, and Le Canard Enchaîné.

Oppositely, the Spanish media is much more spread out. Different cities like Barcelona,
Madrid, and Bilbao cater to the regional differences within the country. In general,
Spanish reporters highly value face-to-face meetings and prioritize relationship-building
similarly to reporters in Latin America and the Caribbean. National news is a priority for
the Spanish media overall, but they tend to be keen to show an international perspective
when possible. Outlets like Bolsamanía, El País and El Economista situate regional
Spanish news in the larger context of what’s happening around the globe.

The DACH region is also very siloed, with Germany, Austria, and Switzerland each
having their own culture and media. While many reporters in the region are fluent in
English, pitching in German will often get you more engagement with the media.
Likewise in the Nordics, which has a small media market.

Asia-Pacific Media Markets

The Asia-Pacific (APAC) region is fast-growing, and many global companies are looking
to expand into the region. It’s important for international PR professionals to closely
analyze the current geopolitical trends to inform their public relations pitches and
correctly tailor them for specific reporters. In many states within the region, the
government has a far-reaching role and may enforce some level of censorship.

With such poignant regional differences and political influences, PR professionals can
use national publications as a good entry point into the market. Like in Latin America,
major outlets operate local bureaus throughout the APAC region. The Wall Street
Journal, Bloomberg, and CNBC Asia all share news with local audiences. National and
local publications are vastly different, and it’s important to learn from national reporters
the best way to develop more local relationships. Professionals, particularly in the
western hemisphere, should keep in mind the time difference and use email scheduling
tools to better connect with reporters.

To conclude, globalization has made international public relations a lot more efficient
and effective. With modern technology, an adaptable team, and cultural empathy, PR
professionals can secure media opportunities all around the globe. There’s no need to hire
a big agency with stranded assets—you can streamline your global PR program.

SOURCES of READING 2: Public Relations in Everyday Life | PRCrossing.com

Public Relations In Everyday Life

What do you think about this article? Rate it using the stars above and let us know what

you think in the comments below.Public relations plays a key role in everyday life. Look

around and you will realize that the use of public relations is very extensive.

Political Newsletters

For example, when a United States Congressional member mails her or his newsletter

each month to constituents, this is practicing public relations. How? Through the

newsletter, the senator or representative gains valuable exposure. Constituents notice not

only the person's name, but also his photograph. The newsletter also describes legislative
accomplishments, emphasizing activities which the congressperson feels will be

important to the potential voters in the congressional district.

By emphasizing the positive, in terms of her or his legislative efforts, the member of

Congress is practicing public relations. Succinctly, the person is enhancing her or his

reputation and image in the public's eye. And that means, most of all, that he or she is

projecting a positive or favorable image to those eligible to vote the next time that he or

she runs for office.

Newspaper Articles

There are many other examples of public relations in everyday life. Once a week, in

major newspapers, food sections run feature stories on a wide range of topics. For

example, one may read a piece on the health hazards of salt or the nutritional value of 2%

milk. Although both are feature stories, they have significant educational components and

serve as public relations vehicles.

They impart health information directly beneficial to the reader or consumer. By

conveying this knowledge to hundreds of thousands of readers, a newspaper may shower

invaluable rewards on companies and industries mentioned in the articles. After reading

the pieces, the reader concludes, consciously or unconsciously, that the company

mentioned in the article has performed a good deed, thus enhancing its image.

Television Appearances
No better example of the use of public relations exists than a guest appearance on a

television talk show. With approximately 40,000 books being published each year in the

United States, editors, literary agents and publishers compete vigorously to book their

authors to appear on such shows. Local programs are desirable, but national ones -

especially The Tonight Show, The Today Show and Donahue-are coveted most.

Why? With an audience of millions of people, an appearance on such a show creates

huge numbers of potential buyers. Book sales often take off noticeably after a successful

talk show appearance. But once an author discusses her or his book on one of these

shows, even if only for a minute or two, he or she has piqued the interest of many, many

listeners. using methods similar to those of large corporations. To influence legislation or

to urge a new national thrust, the NAACP, the labor unions and the National

Organization for Women (NOW) select specific public relations tools.

Public Relations in Government

In addition to United States senators and congressmen, virtually every segment of

government uses public relations. In fact, its use on the state or local level is not

essentially different from the way in which it is used nationally. For example, when a

state legislator from southern Illinois introduces legislation to benefit the coal industry,

he announces it to his constituents, not unlike the way the senator from Nebraska let his

entire state know what he had accomplished toward raising milk price supports.

Local public officials also distribute press releases, position papers and arrange television

appearances in order to get their messages across. For example, in Washington D.C.,
where national news almost dominates the headlines, Mayor Marion Barry commanded

prominent newspaper and television attention when he announced his campaign to clean

up the city's garbage.

In early winter 1982, Washington D.C. installed portable "supercans" at every District

residence. Foolproof, in terms of spillage and uninvited opening from raccoons, each can

had the capacity of four regular garbage cans. While property of the city, each supercan

was numbered and "belonged" to the resident at no charge.

Soon after this system was adopted, alleys and streets became spotless, and subway

conversation turned from national budget and economic issues to how clean the city had

become. And Mayor Barry, who was running for re-election, took full credit for cleaning

it up.

Sports

Sports is also a form of entertainment. Newspapers, magazines and television devote

almost as much space to sports as to national politics. Yet sports teams are private

businesses, managed for their owners' profit. This circumstance involves public relations

at a high level-justifying athletes' high salaries, encouraging attendance for winning and

losing teams, arranging appearances for players to personalize the team's public image

and creating special events (like Boy Scout nights, left-handed-people days, etc.) to keep

interest alive when the play on the field is dull.

Public relations is used in high school sports too. By posting an announcement about a

basketball game between two local schools, ordinary citizens are practicing public

relations at a very basic level.

Through these examples, we have seen that the average American, as well as large

governmental, movie and sports organizations can enjoy highly sophisticated public

relations skills. Every day we come in contact with some form of public relations. And

we are not often aware of it.

Through these examples, showing how the "person next door" has direct access to public

relations activities, we trust you'll agree public relations is available to everyone, not only

to large governmental or corporate institutions.