Ethics in Global Public Relations

Going Global in PR

• Exploring the evolution of English as Globish, including its diverse linguistic backgrounds and emphasis on clarity over grammatical precision.
• Understanding global perspectives in public relations, recognizing the changing global media landscape and the associated ethical and legal issues.

Developing Intercultural Skills

• Appreciating cultural similarities and acknowledging differences in communication styles, including high-context and low-context cultures.
• Decoding nonverbal communication and imagery worldwide, understanding variations across cultures.
• Mastering the art of storytelling in international public relations, tailoring narratives to respect local customs, traditions, and values.

Refining Writing Skills

• Applying consistency of style in various mediums, maintaining clarity and understanding.
• Acing grammar and punctuation for global audiences.
• Sharpening editing skills, considering cultural sensitivities.

Generating and Managing News Worldwide

• Crafting global news releases that are concise, clear, and action-oriented for the mainstream and social media.
• Composing global media kits and online newsrooms as comprehensive resources for journalists.
• Utilizing other effective media relations techniques for local or global campaigns.

Using External Communication Tools

• Shaping speeches and scripts for global audiences.
• Controlling content to create a strong brand image via brand journalism.
• Using news releases for impactful communication.

Spreading Opinion

• Utilizing platforms such as blogs, vlogs, newsletters, and infographics to spread perspectives.
• Pitching stories strategically to target audiences.
• Utilizing social media for effective public relations.

Making an Impact

• Creating and presenting strategic public relations plans.
• Preparing global business correspondence, adapting to cultural nuances.
• Handling crisis communication effectively and efficiently.

Appreciating Cultural Similarities and Accepting Differences

• Significance of intercultural understanding.
• Universal values such as family, love and respect, and community.
• Common traditions across cultures, such as celebrations and rituals, cultural narratives (stories and myths).
• Shared language and communication styles.
• Variation in norms and practices(social behavior, gender roles), beliefs, and religious diversity.
• Different philosophical perspectives, recognizing the importance of avoiding ethnocentrism.

Decoding Nonverbal Communication and Imagery Worldwide

• Nonverbal communication includes body language, facial expressions, gestures, posture, and eye contact.
• Importance of recognizing cultural variability in interpreting nonverbal cues to avoid miscommunication.
• Key nonverbal cues: facial expressions, gestures, eye contact, personal space, and touch, emphasizing how their meaning can differ across cultures.
• Challenges in intercultural communication: misinterpretations and relying too heavily on stereotypes.

Mastering the Fine Art of Storytelling in International PR

• Storytelling is a fundamental aspect of public relations.
• Storytelling connects with audiences on a personal level, fostering trust and engagement.
• The importance of cultural sensitivity in crafting impactful narratives, tailoring for local customs, traditions, and values.
• Elements of effective storytelling: clear character development, conflict and resolution, and emotional appeal.
• Techniques for crafting stories, including the use of visuals, multimedia platforms, and authentic representation.
• Challenges in international storytelling: language barriers and cultural misinterpretations.

Applying Consistency of Style

• Defining consistency of style across various mediums.
• Importance of clarity and understanding through uniformity.
• Building trust and credibility through cohesive brand identity.
• Typography considerations for effective font selection, font sizes and spacing, hierarchy for emphasis, consistent color schemes, and color psychology.
• Usage guidelines for images and graphics; maintaining style consistency in visuals and other documents.
• Emphasis on the implications of consistency in branding and overall effectiveness.

Acing Grammar and Punctuation

• The importance of grammar in clarifying meaning and promoting clarity.
• Parts of speech: nouns, pronouns, verbs, adjectives, and adverbs for accurate and appropriate language use.
• Grammar essentials: subject-verb agreement, verb tenses, and correct usage of conjunctions.
• Understanding and applying punctuation marks.
• Common grammar and punctuation errors and how to avoid these pitfalls.

Sharpening Editing Skills for Global Audiences

• Cultural Sensitivity through adapting tone, style, and avoiding culturally insensitive language.
• Language Proficiency including mastering the language used and understanding regional variations.
• Clarity and Conciseness with clear and straightforward writing techniques that apply.
• Importance of Audience Awareness, recognizing cultural differences to effectively communicate messages.

Crafting Global News Releases for Mainstream and Social Media

• Crafting headlines for immediate attention, conciseness, clarity, and action-oriented.
• Important elements for a news release including lead paragraph, body, structure, and quotes.
• Tailoring news releases for different media (mainstream vs social) maintaining relevance across all channels.
• Tailoring the message to attract the appropriate attention from media contacts.
• Strategies for appropriate distribution to the correct channels for maximum reach.

Composing Global Media Kits and Online Newsrooms

• Components for a comprehensive media kit, including news releases, background information, key messages, visuals, and contact information.
• Presenting company information in a clear and accessible manner, including a summary of the company's history, mission, values, and achievements.
• Providing journalist contacts and important background information.
• Utilizing media assets (images, videos) to enhance the value of the kit and the presentation.
• Using online newsrooms for journalists, and facilitating access to materials.

Using Other Media Relations Techniques

• Engaging with media through social media to foster stronger connections.
• Effectively pitching stories to journalists and securing media coverage.
• Utilizing media monitoring tools and metrics for evaluation.
• Organizing events to strategically gain media attention, leveraging social media for promotional activities.

Shaping Speeches and Scripts

• Understanding the principles and techniques of speechwriting.
• Purpose of the speech, analyzing the audience, and tailoring the content to ensure effective communication.
• Structuring a speech: introducing the topic, developing it with supporting details, key points, and clear transitions, and concluding.
• Techniques for engagement: adapting to the intended audience, techniques for creating memorable and engaging content and avoiding over-burdening the audience with too much information.
• Techniques and tips to enhance delivery of speeches and scripts, including practical advice for preparing and delivering presentations.

Controlling Content with Brand Journalism

• Definition and Principles of Brand Journalism.
• Importance of Authenticity; building trust and credibility by sharing real stories that reflect values, and being transparent about brand activities.
• Importance of Relevance; tailoring content to specific audience needs and interests, acknowledging significant cultural trends and societal issues for impactful messaging.
• Ways to enhance engagement by making content interactive and creating a sense of community.

Blogs, Vlogs, and Newsletters

• Overview of these tools as strategic communication tools.
• Understanding their strategic functions, including long-term communication planning and execution.
• Discussing their importance for consistent and regular production.
• Defining, explaining and providing examples of blog, vlog, and newsletter formats, including important aspects of format, visual content, and engagement strategies.
• Essential aspects of blog, vlog, and newsletter strategy: outlining successful strategies, understanding target audience, and choosing the most effective tactic.

Pitching a Story

• Importance of pitching as a fundamental skill for PR.
• Understanding the value of a story pitch.
• Defining goals, and preparing for different pitching requirements, including email, phone, or social media.
• Understanding and utilizing a media list, which may include paid distribution services, access to comprehensive media databases, and manually compiled lists.
• Best practices for effective pitching: preparing relevant, concise, and compelling subject lines, key points, contact details, etc.

Social Media for Strategic PR

• Importance of a comprehensive social media strategy.
• Evaluating tools used for communication, defining roles and responsibilities, and outlining strategies for effective implementation of these strategies.
• Understanding the importance of various social media platforms and the audiences they attract.
• Understanding the difference between casual and formal relationships with media contacts.

Creating and Presenting PR Plans

• Importance of crafting a detailed PR plan.
• Elements required for a comprehensive PR plan including: research, objectives, strategies, tactics, budget, evaluation.
• Importance of including measurable goals, determining your target audience, and utilizing research to build a strategy for success.
• Outline of what should be presented to stakeholders, and include visual aids to clarify information, such as charts and graphs.

Preparing Global Business Correspondence

• Importance of clear and concise communication in all forms for global business correspondence.
• Understanding cultural etiquette and communication styles for effective international communication.
• Essential structural elements, such as salutations and closings, including addressing individuals formally or informally, and incorporating appropriate language.
• Considerations for effective document structuring, including headers and subheadings and appendices to support business correspondence.
• Ways to avoid common misunderstandings.

Crisis Communication

• Definition and importance of crisis communication.
• Understanding different types of crises and how to prepare for each as well as the need to establish effective procedures, including a checklist for the crisis communication plan.
• Roles and responsibilities during a crisis.
• Maintaining accurate and consistent communication with stakeholders, and outlining methods for communication across the various channels, including social media.
• Demonstrating empathy and support through responsible communication across all touchpoints.
• Importance of compliance and legal considerations.