International Public Relations

Nowadays in the era of globalization and integration, the sphere of public relations is becoming global as well. The limits of communication widen, especially due to the Net. As we have already discussed the Net has grown into a most important PR tool. Big companies create their internet sites, which can be visited by people of different cultural background. So now PR is starting to pay much attention to the cultural factor.

Sometimes PR uses some global techniques, universal messages. In this case much attention is paid to the similarities between cultures. But it doesn’t work for every message and for every combination of cultures. The result is that PR practitioners have to work out different strategies to deliver the same idea. So different web sites for different nations are created. The examples are from the Net, because those are more demonstrative. But one should take into account the cultural factor while organizing a PR campaign abroad and pay attention to every detail.