GlobalMedia: Doing Some P.R. Work for the U.S. State Department (W13-P3) Sp17

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?

Would you have done anything differently?

Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (W13-P2) Sp17

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy [given from head-quarters] is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country [,more grass-roots]" (Global Communication: Theories, Stakeholders, and Trends)


Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & PR (W13-P1) Sp17

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition, the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition, the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.


Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: Doing Some P.R. Work for the U.S. State Department (W14-P3) Sp16

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?

Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (U14-P2) Sp16

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy [given from head-quarters] is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country [,more grass-roots]" (Global Communication: Theories, Stakeholders, and Trends)


Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & PR (W14-P1) Sp16

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition, the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition, the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: Doing Some P.R. Work for the U.S. State Department (W14-P3) Sp15

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?


Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (U14-P2) Sp15

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy [given from head-quarters] is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country [,more grass-roots]" (Global Communication: Theories, Stakeholders, and Trends)


Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?


Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & PR (W14-P1) Sp15

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition, the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition, the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.

Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: Doing Some P.R. Work for the U.S. State Department (U10-P3) Sp14

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?




Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (U10-P2) Sp14

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy [given from head-quarters] is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country [,more grass-roots]" (Global Communication: Theories, Stakeholders, and Trends)


Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & PR (U10-P1) Sp14

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition, the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition, the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.

Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: Doing Some P.R. Work for the U.S. State Department (U7-P3) Sp13

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (U7-P2) Sp13

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy [given from head-quarters] is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country [,more grass-roots]" (Global Communication: Theories, Stakeholders, and Trends)


Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?



Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: International Advertising & PR (U7-P1) Sp13

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition, the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition, the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.

Share this post with others. See the Twitter, Facebook and other buttons below.
Please follow, add, friend or subscribe to help support this blog.
See more about me at my web site WilliamHartPhD.com.

GlobalMedia: Doing Some P.R. Work for the U.S. State Department (U6-P3)

Let's pretend that we are doing some public relations/advertising work for the U.S. State Department.  They want us to (1) promote a good image of the U.S. abroad and (2) promote tourism to the U.S.

What could we do?  How would we do that?

Where would we do that?  Let's say we focus on places where people have first have contact with the U.S., in airports and in U.S embassies abroad.

As for the what, how about we put together a short video to be shown in the airports and embassies.

Think very carefully about what you would be in that video and why.

No, no.  Don't read on.  Seriously, think about what you'd put in the video and why.

O.K., now read on.
---

This above scenario actually played out few years back.  It actually happened.  Let's see how your ideas match up with those actually carried out.  Let's look at a series of videos.

A CNN News Report



The Actual Video Shown in Airports and Embassies
(See at least the first minute and the last minute to get a good feel for the video.)


The Making of the Portraits of America Video


Do you think this "Portraits of America" video was effective, based upon what you've see above?
Would you have done anything differently?



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GlobalMedia: International Advertising & Public Relations: Campaigns & Culture (U6-P2)

A campaign is “an operation or series of operations energetically pursued to accomplish a purpose: an advertising campaign for a new product; a candidate's political campaign” (American Heritage Dictionary)

An advertising campaign for a certain new product could contain a "series of operations" like

• putting out press releases to the news media,
• putting ads in newspapers and
• posting a viral video on YouTube about the new product.

The purpose of all these "operations" is to encourage purchase of the product.

Now, what about going global?


According to McPhail,
"There are three strategic models for planning global campaigns: standardized, adaptive, and country-specific.  In the standardized model, strategy is formed at the global headquarters and implemented in all operating areas [same or very similar in all countries].  In the adaptive model, a basic strategy is adapted appropriately for each country where it will be implemented.  In a country-specific model, the strategic planning is shaped to fit one country" (Global Communication: Theories, Stakeholders, and Trends)



Let's say we are doing advertising for the multinational corporation, McDonald's.  As part of the campaign that we are managing, they want 30 second TV ads for their new salads.  They want to sell salads (or localized versions of salads) around the world in many different countries.  Using each of the above models, how would this be done?  See any benefits or drawbacks to each approach?  What about in terms of costs and effectiveness?



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GlobalMedia: International Advertising & PR (U6-P1)

Advertising and public relations are playing an increasing role in international communication.  They've certainly gone global.

Let's start with some basic dictionary definitions.

Advertising: “The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media” (The American Heritage Dictionary).

Public Relations (P.R.): “The methods and activities employed to establish and promote a favorable relationship with the public” (The American Heritage Dictionary).

The basic dictionary definitions need a little modifying.

• Add to the advertising definition the key purpose of advertising: to persuade people to purchase.  "Attraction public attention" is a good first step, but not the ultimate goal.
• Add to the P.R. definition the idea of establishing, promoting and maintaining a relationship.  Secondly, add an "s" to the end of public.  What are the key publics that a company needs to have a good relationship with?  Externally: the government/law makers, other companies, customers, the media, etc. Internally: investors, employees, etc.

If you are curious, checkout some more online definitions of advertising and public relations.


With some basics out of the way, let's go global with advertising and P.R.


In his book, Global Communication: Theories, Stakeholders, and Trends, Thomas McPhail offers three key reasons why there has been a growth in international advertising and P.R.  Why has advertising and public relations gone global?

"1. Corporations themselves are going increasingly global and taking their advertising agencies with them.  This includes communication corporations as well as other sectors such as transportation, food, beverages, natural resources, credit cards, etc.
2. As multimedia outlets -- from privatized radio and television networks in Europe to new media and print outlets in Latin America -- expand, they require successful advertising campaigns in order to generate the revenues and attract new customers necessary to succeed as viable commercial enterprises.
3. The growth of satellite-delivered broadcasting channels, along with a rapid expansion of cable systems and networks, have in turn generated demand for increased use of advertising agencies in order to develop a sufficient customer base for either the new services themselves, or the problems they advertise."

Note that the first reason focuses on general companies, the second reason focuses on media companies that provide content and the third reason focuses on the media hardware companies.


In their book, Global Journalism: Topical Issues and Media Systems (4th Edition), de Beer and Merrill offer their own explanation for the expansion of international advertising and public relations.

Why the expansion?

• Financial businesses, etc.
• Economically connected
• In short, business is global
• Issues management & crisis management
• Crises spread quickly on the ‘Net nowadays.
• Some crises, like environmental and financial crises, easily cross borders.
• In short, many issues/crises are global

In short, P.R. and advertising have to go global.





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