PR.....GLobal or Local ??

The world is coming closer day by day and delivery of information to the audiences is not a novel phenomenon. 

Similarly, even the world of PR is going beyond cultures and geographical boundaries. Not only multinational organizations but also countries and their governments frequently engage in international public relations to create a positive reputation and image of the particular country abroad or a receptive environment for achieving foreign or economic policy goals. 

One of the major reasons of growth of international public relations can be attributed to the rise of worldwide networks of interdependence. Another significant reason , is the information revolution , which is the result of rapid technological advances in computers , software and communication. 

The standardization versus adaptation debate is prevalent in many communication disciplines Standardisation means sticking to an uniform approach in every country on the other hand adaptation is a culture specific approach. Every Public Relations campaign , which is on an international level , will have standardised objectives and methods of evaluation. The messages will be completely adapted to the region or culture. The tactics and channels will be an amalgamation of standardized and adapted methods.

Another theory which is applied to International Public Relations is that of centralization and decentralization. In reality , centralization and decentralization can vary to different degrees and the balance between the two approaches should be maintained.

Irrespective of whether an organization follows a centralized , decentralized , standardised or adapted approach , it is the co-ordination of the communication efforts that remain crucial to the organization. 

The most interesting aspect of International Public Relations is the idea of country branding. A nation engages in cultivation of a positive image especially if their image has been ruined due to one or the other incident. For example, think about the image USA holds in the eyes of fellow countries , after the War On Terror and War in Iraq. 

Public Relations is now no more restricted to simply and individual , community or organization. It has exploited its own power and spreads across the world to help deliver messages faster than ever.