It may sound such a cliche to say the world is now a global village but it is. Technology has made it possible for fast communication whereby cultures are shared faster than ever before.How does this internationalisation affect PR?
Harris Diamond-CEO of a well established PR organisation Weber Shandwick refers to globalisation as the growing interdependence and interconnectedness of the world- politically, militarily, economically or technologically.
International PR is used by businesses,multi national organisations, the third sector, even countries use PR to brand their image(country branding).
Simon Anholt's book:competitive identity is an authoritative new text on nation branding and public diplomacy
PR sectors in the international context may be adapted or standard e.g the messaging of a brand is mostly adapted to suit the country of which it is being promoted.The objectives of an organisation is mostly standard regardless of where the brand is being sold.
Internationalism of PR is complex. Different cultures interprete things in different ways. Some gestures mean one thing in one country and another in a different country. Also dynamics of cultures differ as regards relationships,rhetorical style,distribution of power etc.
It is important for a global organisation to have local interpretation of their messages. Global PR is a reality and if an organisation is to grow it has to interact with other countries without harming the interests of the host publics.
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