Today's special: International PR

International technical PR
It's a quiz! Yay! 
Let's have a really quick and fun Friday test. “Bah, as if tests can ever be fun,” you grudgingly groan. Don't stop reading, I promise it will be quick and painless.

By Charlie Stroe

How many of the following phrases do you know the meaning of?

1. Prima donna
2. Joie de vivre
3. Status quo
4. Alpha and omega
5. Tabula rasa
6. Hoi polloi
7. Non sequitur
8. Enfant terrible
9. Vox populi
10. Qui pro quo

(Just scroll to the end of the blog post to check the ones you're not sure about.)

Some might seem familiar, but did you manage to get all of them right? These phrases are sometimes so common, that we don't really think too deeply about their meaning. However, they usually hide much more complex stories behind their mundane appearances.

The phrase ‘international public relations’ has a similar story. While at a glance it's quite commonly used, and doesn't seem to have any underlying secrets, explaining it is no picnic.

In the Plank Centre's Legacies from Legends in Public Relations volume, John Reed defines PR as, “organised, ethical persuasion”. Then he moves on to define international PR by saying that it's simply “doing it [PR, of course] some place else”. By this he means “places where the audience or public is different from the persuader, where geographic, linguistic, historical, religious and other boundaries are crossed”.

While my image of PR is a little bit different, I completely agree with the “some place else” part of the international PR definition. The main role of international PR is to build relationships with people from different cultures and make your company's name and image familiar to (and trustworthy for) an international audience.

You might think that international PR isn't for you because your company is too small, or your outreach is too humble. However, give it a chance. It's not something you should just label as useless or inapplicable.

International PR can help even small businesses reach a specific target in a different geographically defined market. Being a foreign company in a new market can often be an advantage, because yours is a fresh face. For example, UK industrial manufacturers are usually associated with very high quality products. Taking their expertise, products and services to a new market will definitely improve their business prospects.

A very successful business model is provided by European automation, a Stafford-based industrial automation parts supplier that delivers to clients in over 220 countries and territories around the globe. The company has grown exponentially in just over four years, mostly by delivering to an ever-growing an international client base.

Similarly, international PR can be beneficial to your organisation and help it develop and explore new opportunities. I'll keep the mystery alive for now, but I promise to tell you more next Friday about how to build a successful international PR strategy.

In the meanwhile, enjoy your weekend and here are the answers to the mini-quiz:

1. A distinguished female opera singer. Literally “first lady”(Italian)
2. A keen, unconditional enjoyment of life (French)
3. The existing condition or state of affairs (Latin)
4. The first and last, the beginning and the end (Greek)
5. A mind not affected by experiences, anything existing in its original pure state. Literally “blank state” (Latin)
6. Apart from being an excellent name for a cartoon character, it means the common people, the masses. (Greek)
7. An idea or statement that doesn't follow logically from evidence (Latin)
8. A famous or particularly successful person who likes to shock people by behaving unconventionally. Literally “terrible child” (French)
9. Popular opinion or sentiment. Literally “voice of the people” (Latin)
10. Something given for something else. Literally “this for that” (Latin)

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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