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Introduction
Today one can hardly name a professional sphere that hasn’t been affected by the world processes, including globalization. Public relations (PR) are not an exception. Therefore, what is the relationship between globalization and PR? How globalization influences the above-mentioned creative sphere?
Before going into details, it is worth paying attention to the definitions of the two matters of studies to better understand the correlation between them. According to the definition offered by the World Health Organization, globalization means the “increased interconnectedness and interdependence of peoples and countries”. It includes two elements, which are interrelated. The First one implies opened borders and, as a consequence, fast movements and flows of people and ideas, goods, and services across transnational borders. The second one is about the necessary changes in both institutional and policy regimes at the national and international levels, which contribute to the facilitation or promotion of the above-mentioned flows. It goes without saying, that as any other process, globalization has its negative and positive effects (“Globalization”, n.d).
Globalization, actually, is not a new process or phenomenon. The point is that it has been increased rapidly recently due to several factors, including technological developments and advances, the reduced cost of making exchanges, or transactions, across borders, and the increased capital mobility. These factors indicate that globalization includes not only economic and financial activities, but also expands to other fields such as politics, culture, or even environment and security issues, which makes it clear that public relations cannot but be influenced by globalization processes (“Globalization”, n.d).
As for public relations, the Public Relations Society of America (PRSA) explains that the formal practice of activities that are now commonly called “public relations” goes back to the early 20th century. Obviously, during quite a short period of time, public relations have changed several definitions due to the fact that the definition evolved together with the new technological developments in the area and new roles assigned to public relations ("About Public Relations", n.d).
Thus, the definitions of PR utilized earlier were more focused on publicity press agentry, and today’s definitions include the processes relationship building and engagement. For example, in 1982 the PRSA introduced and adopted the definition, stating that PR “helps an organization and its publics adapt mutually to each other." However, in 2011‒12, PRSA made efforts to modernize it at the international level. Based on the results of the public vote within PRSA's crowdsourcing campaign the definition was transformed to the one stating that PR is “a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (" About Public Relations", n.d).
Changes in public relations towards and due to globalization
Taking into consideration the above information, it should be said, that nowadays most countries understand that to address some common issues and problems, such as migration crisis, terrorism, environmental problems and others, they should come together and cooperate, making joint efforts (Sriramesh, 2009).
The same happens with organizations, as there are significant changes in terms of customers and businesses with the facilitation of globalization processes. With rising completion among business and organization within the context of globalization, they have to change the management policies and approaches to work with clients, analyze customers’ demands and needs, and change their products and services accordingly, at the same time focusing on company’s reputation at the global market, where communication and marketing policies play a great role. Definitely, with fast movements of goods and services across the borders, customers’ behavior also has changed, as now they demand satisfaction of services and goods immediately. With globalization, which is the reason for the above-mentioned changes, public relations have to adopt also, gaining different dimensions (Baytekin, Alemdar, & Köker, 2008).
Therein lies the relationship between public relations and globalization (Sriramesh, 2009). Thus, there appeared the notion of global or international public relations.
Therefore, public relations dimensions should be adjusted accordingly or changed to be relevant to the global context. These changing PR dimensions can be divided into two groups: business process changes and management and marketing changes (Baytekin, Alemdar, & Köker, 2008).
Today, public relations are considered to have numerous functions contributing the studies on quality management, re-engineering, customer relationship management, six sigma, and knowledge management. Among other crucial issues that PR contribute to is brand management, as Public relations is an especially effective tool here as it helps implement brand communication activities aimed at raising and enhancement of the brand knowledge and brand loyalty, developing a better perception of the brand at the same time. With globalization’s strong influence on the marketing, it’s extremely vital for the brand or company to make a difference, and this is where global public relations can be applied to ensure excellent performance of the company of organization (Baytekin, Alemdar, & Köker, 2008).
However, it should be said that it doesn't mean that there're only global public relations that should a company be focused on within the context of globalization processes. It is very important to combine global and local PR, which will only contribute to and help to meet ‘global’ challenges (Athal, 2014).
In fact, any idea of globalization that tries to neglect the significance of local, or even national and regional dynamics won’t take the company very far. In this regard, Athal (2014) refers to O’Neill’s, former Speaker’s of the U.S. House of Representatives, statement that all politics is local and underlines that to a certain extent all public relations are local either (Athal, 2014). That’s why, when considering global public relations, it should be taken into consideration that it is a very complex phenomenon, as something global and something local always coexist, as they are intertwined. The first important thing in understanding the sense of the process of the globalization of public relations is that some key actors need to go beyond traditional national boundaries to be understood. Athal (2014) pays attention to the fact that they not simply act internationally, but supranationally, as their psychology and way of thinking are becoming global, indeed (Athal, 2014).
The real challenge and main goal for PR in the context globalization are to help organizations bridge global and local. Definitely, there’re no any already developed and unique policies that will fit all. That’s why it requires professionalism of PR practitioners and their clear understanding of how public relations are is getting globalized.
What to consider when doing public relation globally
Continuing the idea of PR practitioners' professionalism, it is worth focusing on a number of issues that should be paid attention to when doing global public relations.
Thus, if a business has its presence abroad, there should be developed an appropriate strategic international PR strategy. The point is that it can use some principles and components from the local PR plan. Needless to say that the difference will be rooted in their application in the new arena (Johnson, n.d.).
The important thing here is to prioritize the countries and to discard all prejudices that may negatively affect the PR strategy. It’s vital to conduct research of specific characteristics of the global environments additionally to an analysis of the market for the product or service (Johnson, n.d).
The globalization has brought one more serious change, making the English language become international and global, which can be an added values to global public relations activities. However, it doesn't mean that it can be always used for PR campaign in the country where English is predominantly spoken there. It is better to demonstrate sensitivity to the country’s culture and its residents by hiring a profession translator who will ensure smooth and effective communication there.
Furthermore, there’s one more local component that contributes to effective global public relations. It is working with local media by developing a local presence of the company. Here will help either a local PR agency or even a consultant with relevant professional experience. Personal visits that will coincide with interviews will only help to establish fruitful relationships with media in another country.
Thanks to technological developments, the opportunity to manage a global website of the company, ensuring its online presence will only bring benefits. The important thing here is to provide a visitor with the language choice. Again it shows the close relationships between globalization and public relations.
Finally, to implement global public relations, it requires deep knowledge of the political and cultural situation in the prioritized country. The political climate is important, but the greater interest here presents the cultural differences, which may play a crucial role when developing an appropriate PR-strategy.
Conclusion
Globalization has been rapidly facilitated recently. As the results it has influenced economic, political and cultural fields, bringing countries and people together. These changes in its turn have a great impact on how businesses function in the context of globalization. Obviously, all these can’t but influence public relations building strong relationships between the globalization and public relations.
Summing everything up, it should be said, that despite the fact the globalization has caused the appearance of global public relations and the need for new knowledge and skills that PR practitioners should apply in their activities, it still coexists with local. Moreover, it should coexist with local components with the view to even increase the role public relations in building excellent performance of businesses internationally, within the context of globalization.
References
About Public Relations. (n.d.). Retrieved February 19, 2016, from https://www.prsa.org/aboutprsa/publicrelationsdefined/#.VsbMKPl96M8
Athal, K. (2014). Critical Review of Globalisation and Public Relations: An Overview Looking Into the Future. Retrieved February 19, 2016, from http://athalkrishna.com/2014/09/05/critical-review-of-globalisation-and-public-relations-an-overview-looking-into-the-future/
Baytekin, P., Alemdar, M., & Köker, N. (2008). The Changing Dimensions of Public Relations: The Relationship between Brand Management and Public Relations. Journal of Yasar University, 3(11), 1487-1507. Retrieved February 19, 2016, from http://journal.yasar.edu.tr/wp-content/uploads/2012/05/No11_Vol3_04_baytekin_alemdar_köker.pdf
Globalization. (n.d.). Retrieved February 19, 2016, from http://www.who.int/trade/glossary/story043/en/
Johnson, K. S. (n.d.). Globalization Considerations in PR Campaigns. Retrieved February 19, 2016, from http://smallbusiness.chron.com/globalization-considerations-pr-campaigns-64877.html
Sriramesh, K. (2009). Globalisation and public relations: The past, present, and the future. PRism Journal, 6(2). Retrieved February 19, 2016, from http://www.prismjournal.org/fileadmin/Praxis/Files/globalPR/SRIRAMESH.pdf
