 You know for all of our positive attributes Americans can fall into this trap of thinking that we are the center of the universe and that everybody wants to be like the United States Obviously and and that everything's the same as it is It's same around the world that it is here. And in fact, we know that's not true And and we especially need to be sensitive to that in the area of public relations when expanding into International markets. So let's talk for a few minutes today about what we can do to manage International media relations in particular in the field of public relations if we're looking at expanding into different International markets or different countries then we need to be sensitive to some things and and have certain things on the forefront of our mind So let's take a look at some things we need to bear in mind first of all We have to develop some intercultural competence if we're going to Interact with others in different countries just period as people in general But certainly as public relations people if we're trying to reach an audience and develop our relationship with the public in another country We certainly need to develop some skills around the area of intercultural communication competence So to do that first and foremost, we've got to get to know the culture We can't just assume that everybody's like us. They're not and they can't just assume that every culture is the same It's not and certainly there's some uniqueness to every culture and so we need to get to know that culture We need to to really be sensitive to the fact that there are differences in cultures And it's not a matter of better or worse, but just a matter of different the different different cultures are different It's not that they are ours is better or worse or theirs is better or worse You're just different. We need to be aware of that and we need to get to know the culture intimately of whatever culture We're going to be trying to reach We need to be alert to local issues We need to understand what's happening in that part of the world in that community whatever community it is We're trying to reach. We need to be aware of what's happening in that community at that moment We need to keep up with news that's going on there We need to connect locally with what's what's happening in that specific community and be aware of what issues They may be sensitive to not just you know culturally in a broad sense, but specifically What's happening in that community? What's the news in that area and what's on the mind of the public and the people that are living there? We need to think global and act local as the saying goes right we need to think global but act local What we mean by that is we have to identify and pursue organizational interests, of course We're there for a reason. We're there to pursue certain goals Organizationally and we want that to be consistent across the organization We don't want to have different standards and don't have you know different goals We want to have singular goals both for ourselves as an organization and hopefully also those that mesh with of course that that community So we want to think globally in that regard, but we want to act locally We need to understand and abide by the local cultural norms and be sensitive to those things as we've discussed as I've mentioned now Several times we got to be sensitive to what are those local cultural norms? How's it going to be impacted by what we're doing and and so we want to you know Not necessarily just give up on all of organizational goals if we can't meet our goals in that area Then we probably should meet in that community in that in that locality But if we feel like we can achieve our organizational goals and find some areas of overlap and mesh with that local community That's great. Then we also need to consider. What are the local cultural norms and act locally behave in a way? That's responsible to that local community Finally we need to Is this as they say stop look and listen right stop look and listen to develop international or intercultural competence We need to stop look and listen what that means is first we need to stop Stop and read about the country get to know that country become familiar with whatever not just country But locality we're going to be working in one of their cultural norms. What are their beliefs? What's the population like what are the demographics one of all these things? We need to just stop instead of jumping in with both feet it's best to stop do our research Read about that that country about that area and and really dig in to develop that intercultural competence We also need to look then look at the material available from our marketing colleagues Hopefully it within your organization. They've probably done some market research to identify this as a as a plausible Area for you to pursue as an organization So what do your marketing people have to say look at those materials that are available from them? Look at what you can find from other other Areas of the organization who may have already been digging into this area Into this locality and find out what they can see so we need to stop and read about the country in general Just get to know it in general then look at the material available and then finally listen Listen to those within country experience and expertise in particular people who've lived there people who've worked there people within your organization Who spent time in that area we need to listen to them They have valuable insider knowledge and and first-hand experience and expertise in that area So stop look and listen before we jump into these areas before we just start throwing out ideas to see what sticks Stop read them read about the country do your research Look at the material available from other areas within the organization and listen to those within country experience and expertise We can also think then about and some tips for international media relations Specifically just some general general tips things to keep in mind first and foremost get help from the locals You know if there's a if there's a local public relations agency there local media relations agency in that area Tap into that resource You know if you feel like you can develop a comfortable relationship with them by all means get help from the locals again These people have Intimate knowledge of that area and of the public's and can provide a lot of really valuable insight Don't just assume you know everything get help from the locals and get some boots on the ground there Get get help from people who live in that area Study a globe this may sound silly, but Americans in particular again We have this kind of distorted view about You know the United States is a big country and it is a big big country But it's not the biggest in the world and there are other areas You know people expanding into different countries may not have an idea of how diverse these countries are how large they are a Map is not going to provide a fair Representation them especially the maps we largely use here in the United States are based on an antiquated Format and and so they don't really represent the scale of places But a globe will give you that scale of how long is it going to take for things to travel from this country to that one? How far apart our people in this country and how far are they from different areas of the world get a globe? So you have a really accurate idea of where it is Geographically that you're going to be working how that fits into relationship with other places and all those types of things So study a globe get to know that place on a globe Get to know the history of that area What what is their history as a community as a country and again? This is one of those areas in the United States We tend to think of history as wow to we've been a country for you know over 200 years now That's a long time That's a drop in a bucket for many many cultures their history extends back thousands of years and and so our history as a country is Relatively short and we have a different perspective on things like history So we need to get to know the history of that community of that area and not just their own history But how they view the world what is their perception of the world? They may have a different perception on things like World War two You know they may have a different have had a different experience with that and things So we need to get to know the history of that community and and how they relate to the history that maybe we have Have come to know and perceive Need to meet the people got to get out there. We get to know The people that we're going to be interacting with especially if you're talking about on a country-wide basis Is you probably where if you're from the United States if you're here in the United States? There you know, we're one country, but there are a lot of different types of people Especially, you know, you can just divide it geographically for example when you go to the Midwest you get one style of person Maybe on the east coast is different than the west coast and so forth and then every community is of course different And the same is true in other countries We can't just assume that that because we've met one person from that country We know what everybody there is like we need to get to know those people get to know, you know What the differences aren't what kind of diversity they have and in not just their Not just their genetic makeup, but their their ways of thinking their consumer habits They're they're the way they value different things in life just in general We need to get to know these things about the community and the way to do that is to get out there and meet The people now just make assumptions about you know, well if you're from this country, you must all be the same We know that's not true here. So it won't be true in other countries either We need to learn the language again We tend to assume and you know a lot of people around the world do speak English and and is you know a very Well-known language around the world So we just assume that they'll understand English and we'll have the same understanding of that English But first of all that's not always the case people have different perceptions of English and and whether or not they even know it and then Secondly, it's also just polite when when when you're going to to be a part of a different community It's polite to learn their language So get to know the language you get to know the intimacies and the intricacies of their language a Lot of this is tied together with we if we rely on locals that'll help a lot We can learn language from them and I get to know you know What are some maybe some taboo words and and things like that that we should avoid and just in general What's the nature of the language there but language is so critically important and that it's that it's such a critical step to relating to those people it also signifies Something very very special when you take the time to learn the language of a people you as a person and you as an organization Start learning that language and providing things in their native language and then their home language It really signifies to them that you are taking that step to become a part of their community and not just expecting them to Buy your product or your service just because right so learn the language take the time to learn the language If you're going to be a part of that community a part of that a part of that culture and a part of that country Take the time to learn the language and really understand the importance of that and then avoid Unforged errors again. Some of this comes back to getting to know the history getting to know the people But what are some of the customs there that are important the things that we can avoid these unforced errors, right? Of just silly things that we would know if we got to know this culture things that we could avoid doing Can we avoid offending somebody by giving them a particular gift that's considered? Impolite in that in that country in that culture Can we can we avoid these kind of unforced errors and again this comes back in many ways to accepting Assistance and guidance from those who know that culture who know that area and can can help Lead you through that can can serve as a guide for those things to help you avoid those types of unforced errors There are gonna be lots of issues expanding into a global market But we don't want to add to that difficulty by doing things that could easily be avoided Making those mistakes that are really those kind of unforced errors Let's find a few minutes talking about some the global trends that we see in in media habits and and that relate to media relations this information is from the Reuters Institute's 2020 digital news report and So we'll take a look at some of the findings from that report. So first of all, we know that digital Uses up worldwide. That's not surprising people are getting their news digitally traditional formats are struggling a little bit This was enhanced by the pandemic, of course when it was hard to to produce those more traditional, you know, physical copies of media And and deliver them so digital use was on the rise especially Before that but also especially as a result of the pandemic then people have just become accustomed to gaining their information digitally We also see an uptick in the amount of local news that people are interested in and are consuming Of course, people want worldwide and and Nationwide news, but but they're also have become very much interested in local news sources we're seeing an uptick in the the use of And it here's to local news by consumers as well And then we're seeing especially among younger generations an uptick in the amount of news and information gained from social media of course and so Not only are people using digital sources like like websites and blogs and things more But but we're seeing more use of social media as a news source among younger generations If we look across the the globe a little bit and some of the different Geographic areas we we see that in the United States for example, we see the emphasis on direct connection and So more personal connection using things resources like email and and things like that to directly connect with Consumers as opposed to just a broad message that you send out across all the airwaves you know advertisers and and and News information organizations are trying to find ways to connect directly and specifically with a consumer And that's that's become an important aspect of news delivery in the United States in Asia We see things that that point toward the use of digital and and mobile devices To gain news so most you know the vast majority of news in Asian markets It's going to be consumed digitally and probably through some mobile device So if we're looking at expanding into a market that's in in that part of the world Then we need to understand that we're gonna need to enhance our our mobile operations and our mobile apps and things and especially through social Media and but digital formats in general are particularly on the rise in those parts of the world And then finally for example in Europe, we see that there's a real emphasis on ethics of journalism and and the avoidance of Impropriety and fake news and things like that in in particular and also on cyber security The idea is this news safe And is it is it accurate and is it secure coming to me in a in a secure way? And so we see an emphasis on those kinds of various in Europe So as you can see things are not the same all over the world There are some trends that are there on the uptake globally But there are also areas that we need to be aware of for different different parts of the world and and as we Dive in more specifically to a particular part of the world in the specific countries or communities Then those differences are going to grow even more clear to us so in general we see that You know much like snowflakes there are no two alike right no two media markets are alike and no two media Relations efforts are going to be alike depending on the culture that we're looking at in the country We're in the part of the world. We're working in our media relations efforts need to be tailored to that So we need to balance this idea of the global Organizational goals that we have and are we is this going to help us achieve those but at the same time? You know finding a way to to reach those particular markets in a way that is as unique as those cultures themselves Hopefully this gives you a little taste of the idea of some of the things we need to consider when looking at Expanding into an international market via media relations and public relations and some of the considerations There's so much to this of course anytime you expand into a new market But but hopefully this gives you at least the opening idea of what all might be involved If your organization were to take that leap and jump into an international market