It seems as though everything is going global, from fast food chains to music to television shows. The public relations industry is no exception. In an increasingly interconnected generation, the field is spreading worldwide. Global public relations, also called international public relations, is gaining popularity as a career path. So, as a college student studying PR, what should you know about this industry trend? What is Global PR? First, it’s important to know what exactly global public relations is. Here are a few different definitions from PR professionals, given in Platform Magazine:
Why should you be interested? As you attempt to enter the public relations field, it’s important to be up-to-date on industry trends. Applying for your first job with some knowledge of global PR shows that you’re knowledgeable about how the field is growing internationally. Although the U.S. dominates the PR industry, agencies have arisen around the globe, especially in Europe and Asia. Large PR agencies such as Edelman, Hill & Knowlton and Fleishman Hillard have offices not just in the U.S., but also worldwide. Edelman, for example, reported that 64 percent of it’s $450 million revenue in 2008 was made internationally. It’s likely that the industry will continue to spread in the coming years. What can you do now? Think global PR sounds like something you’d be interested in? Here are five things you can do while you’re still in college to make your resume more competitive: 1. Travel: Studying abroad is a perfect way to broaden your horizons and experience new cultures. Or, if you’re taking a vacation abroad with friends or family, take the opportunity to tie PR experiences into your trip – take pictures of new places you see and keep a traveler’s blog. 2. Learn about other cultures: There are countless opportunities to increase your cultural understanding right at your school. Ask your friends from various backgrounds about their customs, check out an international street fair, or take elective classes in international relations or global marketing. 3. Learn another language: Knowing a second language is a highly marketable skill that makes you a valuable asset to many companies. Sign up for a few language classes, or use online services to brush up on a language you studied in high school. 4. Practice your PR skills: Remember, successful global PR practices are fundamentally the same as any other PR practices. Work on skills like press releases, media kits, campaign planning and media pitches in your public relations classes as well as in student organizations or internships. 5. Network: Network as much as possible! In a field that’s so focused on relationship-building, creating and maintaining professional relationships can be the best way to get your foot in the door for your dream job. Edited by Melanie Ford, Webmaster and Editor-in-Chief 2013-2014
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Coca-Cola has a proud tradition of advertising itself as the quintessential carbonated soft drink of America. I don’t think anything can get more American than apple pie, baseball, and a tall cold glass of Coke. From its birth in 1892 to its monstrous empire today, the Coca-Cola franchise spans across the world encouraging everyone to “live on the Coke side of life.” In the past, their advertising strategies played on a few recurring themes such as family, patriotism and community. Today, they still maintain that branding technique, but just with a contemporary perspective, bringing to light the diversity and depth of our country, that same diversity that has earned us the title “The Melting Pot.” On Feb. 2, 2014, Coca-Cola aired their newest commercial during the Super Bowl. No more affable polar bears scrambling to open a bottle of Coke. Instead, this commercial portrayed average American citizens across the country of all different ethnicities, races, religions, and families. By threading together bits and pieces of various snapshots of daily life, Coca-Cola was able to convey the diversity of our country while advertising that their product is what unites us among our own people. The music overlaying the 60-second tribute to our diversity was “America the Beautiful” sung in 8 different languages including English, Hindi and Spanish. The ad, titled “It’s Beautiful,” sparked major controversy over the fact that a song paying homage to the United States of America was sung in a language other than English. Viewers lashed out on Twitter attacking Coke for dishonoring our country by airing the song in any language other than English. Despite the backlash, Coca-Cola stands firmly behind their commercial and the message it supports. “‘It’s Beautiful’ celebrates Coca-Cola moments among all Americans,” said Katie Bayne, President, North American Brands, Coca-Cola North America. “Our ad provides a snapshot of the real lives of Americans representing diverse ethnicities, religions, races and families, all found in the United States. We believe ‘It’s Beautiful’ is a great example of the magic that makes our country so special, and a powerful message that spreads optimism, promotes inclusion and celebrates humanity – values that are core to Coca-Cola.” On top of this statement, Coca-Cola aired a longer version of “It’s Beautiful” during the opening ceremony of the 2014 Winter Olympics Friday, February 7th. The 90-second version included the phrase “E Pluribus Unum- Out of many, one.” This phrase is considered the motto of the United States of America, is emblazoned on the Great Seal and rings true to the complex and diverse makeup of U.S. citizens. From a PR standpoint, Coca-Cola is advocating their advertisement undeniably well. Instead of apologizing and conceding to the minority of Americans who were offended by their commercial, Coke is firmly rooted in their beliefs, unwavering to those using expletives to slander their name via social media. As far as publicity goes, the aftermath of “It’s Beautiful” has given Coca-Cola free advertisement within the wake of controversy. Those boycotting Coke and preaching about it on the Internet are only giving Coke more fuel for their advertisement campaign. So #boycottCoke all you want, but after 122 years, their advertisement campaigns and PR tactics are rock solid. Poorly written tweets riddled with curse words aren’t going to bring this franchise down, let alone soil the name of Coca-Cola in their advocacy of diversity. Edited by Melanie Ford, Webmaster and Editor-in-Chief 2013-2014 |
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