Learning from Failure – Theoretical Comments on Concrete Negative Examples of International Public Relations and Approaches to Avoiding Such Cases

Posted: 5 Jul 2010 Last revised: 19 Jun 2014

See all articles by Bodo Kirf

Bodo Kirf

Fachhochschule Salzburg (FHS) University of Applied Sciences

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Multiple version iconThere are 2 versions of this paper

Date Written: 2010

Abstract

In a business world where international communication is becoming increasingly important for both large and medium-sized companies, it is important for businesspeople and communication professionals to know some of the pitfalls that could befall them and tips to avoid such problems.

This paper deals firstly with the theory of international communication, presenting an “international communication dashboard” to show key differences between the country issuing the communication and the target country.

The authors then present five case studies of international product PR to show what problems can arise, before going on to reveal “five golden rules” of international communication, showing how the problems could be avoided by using the communication dashboard.

Keywords: PR, communication, international, intercultural

JEL Classification: Z10, M30

Suggested Citation

Kirf, Bodo and Sievert, Holger, Learning from Failure – Theoretical Comments on Concrete Negative Examples of International Public Relations and Approaches to Avoiding Such Cases (2010). Available at SSRN: https://ssrn.com/abstract=1635026

Bodo Kirf

Fachhochschule Salzburg (FHS) University of Applied Sciences ( email )

Markt 136
Salzburg-Kuchl, 5431
Austria

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

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