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

See all articles by Holger Sievert

Holger Sievert

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

Bodo Kirf

Fachhochschule Salzburg (FHS) University of Applied Sciences

Date Written: September 19, 2012

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: Communication, PR, International, Cross-border

JEL Classification: Z00

Suggested Citation

Sievert, Holger and Kirf, Bodo, Pushing the Envelope by Learning from Failure in Cross-Border Product PR: Theoretical Comments on Concrete Negative Examples of Cross-Border Product PR (September 19, 2012). 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. Available at SSRN: https://ssrn.com/abstract=1765848

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/

Bodo Kirf

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

Markt 136
Salzburg-Kuchl, 5431
Austria

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