Pitch, Tweet, or Engage on the Street offers a modern guide for how to practice public relations and strategic communication around the globe. Drawing upon interviews with public relations professionals in over 30 countries as well as the author's own experience as a global public relations practitioner in the United Nations and in U.S. President Barack Obama's administration, this book explains how to adapt public relations strategies, messages, and tactics for countries and cultures around the globe. The book begins by explaining key cultural differences which require practitioners to adapt their approaches, before discussing how to build and manage a global public relations team and how to practice global public relations on behalf of corporations, non-profit organizations, and governments. Then, the book takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. Along the way, readers are introduced to practitioners around the globe and case studies of particularly successful campaigns - from a public relations "siege" that successfully ended an epidemic of violence in Kenya to the remarkable P.R. strategy adopted by Bordeaux wineries in China that led to a staggering 26,900 percent increase in sales.
Kara Alaimo, Ph.D. is Assistant Professor of Public Relations at Hofstra University. A former communicator in the Obama administration and the United Nations, she now consults on global communication campaigns and designs customized employee training programs for companies on how to adapt messages and strategies for different global markets.
Table of Contents Chapter 1: Global and Local Approaches to International Public Relations Chapter 2: Culture is the Key Chapter 3: Building, Managing, and Evaluating Your Global Public Relations Team Chapter 4: Global Public Relations for Corporations Chapter 5: Public Relations on Global Issues Chapter 6: Global Public Relations for Governments Chapter 7: The Global Media and Social Networks Chapter 8: Public Relations in Asia and the Pacific Chapter 9: Public Relations in Europe Chapter 10: Public Relations in the Middle East and North Africa Chapter 11: Public Relations in North and Latin America Chapter 12: Public Relations in Sub-Saharan Africa