Pushing the Envelope by Learning from Failure in Cross-Border Product PR: Theoretical Comments on Concrete Negative Examples of Cross-Border Product PR
14TH INTERNATIONAL PUBLIC RELATIONS RESEARCH CONFERENCE - PUSHING THE ENVELOPE IN PUBLIC RELATIONS THEORY AND RESEARCH AND ADVANCING PRACTICE, March 9-12, 2011, Men, L.R. & Dodd, M.D. (eds.), Miami FL: University of Miami Press. pp 797-808
14 Pages Posted: 22 Feb 2011 Last revised: 19 Sep 2012
Date Written: September 19, 2012
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: Communication, PR, International, Cross-border
JEL Classification: Z00
Suggested Citation: Suggested Citation