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
Date Written: 2010
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: Suggested Citation
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