PBRL 270 Chapter 20: PR 270 Ch 20 Notes

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Global pr- planned and organized efforts of a company, an institution, or a government to establish and build relationships with publics of other nations: aka international pr. Nations that pr develops rapidly have: multiparty political systems, relatively free press, considerable private ownership of business and industry, large scale urbanization, relatively high per capita income levels. Internet fuels new age of global pr and marketing. Language and cultural differences prove to be a struggle with global pr. Ve basic cultural dimensions: power distance- how tolerant a society is about unequally distributed decision- making power. Us is low distance: individualism- pits loyalty to one"s self against loyalty to a larger group. Us is an individualist country: masculinity/femininity- contrasts competitiveness (masculine) with compassion and nurturing (feminine, uncertainty avoidance- how well a society tolerates ambiguity. Us tolerates it: longterm vs short term orientation- society"s willingness to consider the traditions of the past and carry them into the future.