prclass

By this point in our lives I’m sure we are all very familiar with the phrase, “Made in China,” found on the objects and articles that litter our lives.  We’ve probably heard of the booming economy and exploding population in that country too.  However, if you are like me, you probably don’t think of public relations as a Chinese phenomenon.  The fact is, despite the Communist political and economic policies that control Chinese markets, PR in China has been expanding dramatically, and is becoming “the fastest-growing PR market in the world.”  

During the eighties and nineties, the Communist government in China began to implement economic reform policies, modernize government agencies and open up opportunities for private sector enterprises.  Initially, public relations programs were used to publicize the state and promote corporate images in China’s business community.  Later, massive publicity campaigns were undertaken to encourage investment in Chinese markets from both domestic and international stakeholders.  As multinational companies began to move into China, PR was required to market international products to the Chinese and then Chinese products to the rest of the world.  

Besides loosening economic restrictions by joining the World Trade Organization in 2001, China has also been relaxing its tight control over the media.  Since PR in China has been utilizing marketing and branding techniques to target the billions of potential consumers in the country, these recent political developments have been essential for the development of foreign media and PR in the country.  As noted before, PR in China is moving from public affairs into marketing and branding territory. International companies have discovered that despite being raised in a Communist nation, the Chinese are increasingly interested in the consumer market and many of the younger generation can now, literally, afford to be brand conscious. As PR practitioners move into Chinese markets, they must be culturally sensitive. It is essential for PR practitioners to be aware of the history, culture, and values of the specific Chinese market they are targeting before developing a communications plan. Further, research suggests that it is very important, as a multinational company, to hire and develop Chinese talent. Essentially, the one way the PR in China will be most effective is if it becomes Chinese.

It is important to remember at all times that despite its capitalistic economic progress, China is still a country under powerful Communist rule and PR practitioners must be willing to work within the laws and guides of the government.  While the government has relaxed media legislation, they still have the ability to control the content.  In order to have effective media relations and economic movement in that country, practitioners must stay within the boundaries of the regime. Despite the challenges, the growing field of PR in China has endless opportunities. As students entering the PR field, hopefully our knowledge of this country will come to encompass more than just the “Made in China” products that we own. 

Kristen

For More Online Information, check out these articles:

http://www.hillandknowlton.com/common/file.php/pg/dodo/hnk_global/binaries/24/AWarrenIPRAFrontline07-05-02.pdf

http://www.prsa.org/_Publications/magazines/strat_inthis_win04-1.asp
 

What is a PDA?

The Personal Digital Assistant (PDA) is a lightweight, hand-held computer designed for use as a personal organizer with communications capabilities; also called a handheld. Since their introduction in the last decade of the twentieth century, personal digital assistants (PDAs) have become useful tools for personal information management.  

A PDA is a Useful Tool for PR Practitioners

For a Public Relations practitioner a PDA can be a wonderful device. Instead of having a different device for each piece of technology that they need a PR practitioner would benefit much more by just using one PDA. PDA’s can be the digital equivalent of the day planner business professionals and especially PR practitioners would need to keep in their pocket. In fact, they can help with much more. With to-do lists, calendars and phone numbers all at a touch of a button, even the most unorganized individuals can improve their efficiency and effectiveness. The PDA is a useful tool for PR practitioners to schedule meetings, and make sure they are not late for them. For people who work in the field or travel frequently, a PDA can save time and keep them or their team in touch with the office. Since the PDA allows for information on the go, people within the public relations profession will be able to be informed and have everything they need at their fingertips. By logging data and transmitting it electronically to the server database, paperwork does not pile up and work gets processed on a regular basis. Since Public Relations practitioners are constantly communicating there is easy access to it through their PDA. Through e-mail, synchronized address books and calendars, professionals and their employees can find each other quickly, schedule meetings, and act on business matters immediately. By using this new technology tool efficiently, they can create a sense of coordination, timing and rhythm so that their hectic days will be more organized.  

Websites to Check Out

http://www.pdastreet.com 

http://www.pdabuzz.com http://www.howstuffworks.com/pda.htm  ~Carly

 Due to the changing climate in the business environment, corporations must become actively involved in enriching society and the global surroundings in which they operate.  There is now an expectation that corporations have a responsibility to society as well as to creating economic value for the company.  By doing so, organizations have the opportunity to reap benefits both internally and externally.

By becoming involved with social projects an organization will improve its reputation by demonstrating it is a contributor to enhancing the world in which it operates.  A positive reputation has numerous advantages for the external environment, which has the potential to increase the bottom line.  It has been proven that if publics view a corporation as ethical they are more likely to purchase its products and services or invest in the organization. Ethical behaviour allows a company increased access to new markets as well as inspiring loyalty within already established markets.  Furthermore, illustrating a willingness to contribute displays more suitability for investment to the private and institutional investment community.   Regulatory agencies are more inclined to expedite red-tape issues for ethical corporations as well.  This in turn will save money on delays.  Agencies also like to see that organizations are willing to address issues that are important to stakeholders.

Internal benefits are also abundant for companies that choose to become socially responsible. First, it promotes better strategic management by emphasizing a long-term view.  This enables the corporation to better foresee challenges that can become a crisis.  A long-term view also presents options that may have been discarded because they did not meet short term goals.  In addition, improved strategic management is very appealing to financial organizations.  Included in internal benefits is improvement in employee relations.  Employees feel increased loyalty to a corporation with which they are proud to be associated.  Volunteer work can introduce or improve important job-related skills such as, leadership, cooperation and problem-solving. 

It is up to the public relations practitioner to devise a social responsibility program that would best suit the needs of not only society but also the organization in which he or she is employed.  The practitioner has the task of informing stakeholders and the media of the good work that the corporation performs.  It is important that the company can provide information to anyone who requests it.  It’s the professional’s duty to convey the organization’s vision through the appropriate channels.

Corporate social responsibility is a reciprocal relationship that benefits not only society but also the organization itself.  It is a crucial element for any company that wants to thrive in the present business community.

To learn more about corporate social responsibility:

http://www.nonprofitscan.ca

http://www.imaginecanada.ca

Christa Dickson