Diversity in Public Relations: Can PR be Global?

The theory of the globalization of business leads people to believe that there is a global application to a wide range of industries.  It may be a case of jumping on the global business bandwagon prematurely for some industries.  The application of public relations on such a large scale may work in some cases, but I do not believe there is a one-size-fits all solution to this issue.

As an international student, my first observation regarding global public relations is the difference in consumption of media between countries.  In the UK, national newspapers are a much more effective form of communication than in the US where media tends to be more regionally focused.  This is likely due to the sheer size of the States, but even so, finding a comparable way to target such a large portion of the population with one outlet is difficult.  

The practice of PR in mature markets such as the UK and the US is also a lot different than it would be in a third world country, for example.  The perception of the industry and acceptable means of pitching a story to a journalist are just a couple of the factors that make the practice of public relations so country-specific.  It would be difficult to find a PR firm that had a solid grasp of both the media culture and the target market in every country of business while the firm itself is only located in one country. 

Lou Hoffman, CEO of The Hoffman Agency, suggested in a 2007 article for PR Week that there are still few PR campaigns that are truly global, and that our profession has a long way to go before we can really be considered global.  I absolutely agree.  As a profession though, if our clients are doing business globally, there is an undeniable need to support them through PR activity in the markets they are doing business.  However we do it, this is an issue the industry does need to address.  As Hoffman suggests, “It’s not enough to talk about a global mentality. We need to harness the collective brainpower of our PR people and apply it to the global stage.”

PR and Corporate Social Responsibility

Nobel economist Milton Friedman is noted in business for his theory of social responsibility, which states that only people – and not corporations – can be socially responsible.  Friedman first argued this point in his article for The New York Times Magazine entitled The Social Responsibility of Business is to Increase Its Profits (13 September 1970).  

Today’s businesses can no longer operate under this premise, as CSR programs have become a major element in business for many major corporations.  In the 16 March 2009 issue, Fortune magazine released a list of the World’s Most Admired Companies.  The category of social responsibility included major global brands such as Walt Disney, Starbucks, and Anheuser-Busch.    Information about each company’s CSR program is prominently available on the front page of each website, helping to communicate the commitment they have shown to their cause.  

 

Starbucks CSR Ad

This leads me to my point, which is that regardless of the reasoning behind a CSR program – be it to generate profits or to further support a cause of significance for an executive – if it’s making a positive difference, why is it so bad?  People sometimes dismiss CSR programs as pure publicity but overlook the impact they’re making in the long run.  A successful program will make a significant difference, and that should be supported.  Business can contribute in a financial volume that the vast majority of individuals cannot, so my general attitude is that I’m happy to support a company that makes a difference in a way that I as an individual, cannot.  

Corporate social responsibility programs are particularly relevant for the PR industry because after all, when a company does something positive, they want everyone to know about it.  Some CSR campaigns can be proactive, whereas others can be reactive.  After the criticism of ‘size zero’ models at London Fashion Week in 2008, The Association of Model Agents brought on a PR agency to help position it as responsible during and after this year’s event.  The company was then advised to set up a site that provides information for aspiring models about how to chose a reputable agency and stay healthy (PR Week).

Danny Rogers, editor for PR Week, recently wrote an opinion piece regarding the relationship between PR and CSR.  In essence, CSR is about doing the right thing and PR is about telling the world what you’ve done.  However, he says that organisations deliberately keep comms people away from CSR policy for fear that progress will be seen simply as spin.  PR is commonly brought in after the fact simply to spread the word.  He further argues: 

“This represents a fundamental misunderstanding of the power of outstanding comms within organisations.  If the definition of PR is enlightened reputation management then it is better that comms professionals are involved in the CSR process from the very beginning.”

This is great news for the PR profession because it is not only an argument for its role in communicating CSR programs, but also a testament to the notion that PR practitioners should be included deeper within the function of the business to develop a more rounded CSR program.  Kudos to us, PRs!