Document Type

Honors Capstone Project

Date of Submission

Spring 5-1-2013

Capstone Advisor

Professor Dennis F. Kinsey, PhD

Honors Reader

Professor Sheila Gunn, SU London

Capstone Major

Public Relations

Capstone College

Public Communications

Audio/Visual Component

no

Capstone Prize Winner

no

Won Capstone Funding

no

Honors Categories

Professional

Subject Categories

Advertising and Promotion Management

Abstract

This paper discusses the benefits of using a combination of global and local public relations tactics to optimize global marketing activities and reach target publics. It also compares various cultures and public relations practices around the world, and offers examples of international public relations campaigns that have successfully reached their target markets by incorporating global strategies with cultural twists that are specifically tailored to local communities. In today’s progressively more globalized world, where people are connecting more quickly than ever before, it is vital that organizations know how to communicate correctly. While many theorists prefer either global strategies or local strategies, this paper argues that organizations should be combining global and local public relations strategies to communicate with their worldwide publics. My methodology for obtaining this information consisted of interviews and extensive research of books, articles, blogs, interviews and case studies. I conducted over 40 literature reviews, comparing and contrasting various public relations theories. I also spoke with public relations professionals around the world to gain insight into their day-to-day experiences with global campaigns. My Capstone findings demonstrate that global campaigns with localized tactics that cater to specific target groups are the most effective way to reach a broad market and attract a loyal base of consumers. Public relations practitioners must understand the markets in which their clients want to do business as well as how their target audiences receive information. Effective public relations can boost sales and build trust among an organization’s stakeholders.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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