International Relations and PR Writing

“The world is a global village” – Marshall McLuhan.

Now in the 21st century, Public Relations is an international phenomenon, the Internet has accelerated this process as organizations try to win the global battle of ideas, we may be moving from an age of “globalization” to an age of “cognitive understanding.”  As trade an information don’t have borders nowadays so has the field of PR become borderless.

Along with all this “wonder” of having information at the tip of our fingers, there is always pros and cons to everything. In this case, new communications technologies have created misunderstandings, jealousies and often violence. The actions of individuals on one side of the world are now known on the other side of the world almost instantly. Smart multinationals also support local causes, incorporating audiences and celebrities into philanthropic efforts.

No matter what the motivation for corporate philanthropy, the community and specific organizations helped through the program benefit. When a company offers grants or financial support, local organizations are able to afford supplies and programs that might otherwise go unfunded. Companies who emphasize public service and volunteerism may notice a boost in morale, particularly if the employees value the idea of giving back to the community. Employees who work together on a volunteer or charity project get to know one another beyond the typical scope of work. The work may even improve teamwork on work projects.

The same way it is important to comprehend the importance , benefits  and impacts of the advancements in communication technology with the internet, it will always remain fundamental to know how to express ourselves in writing and speech. Even in the age of technology, writing remains the key to effective public relations. Public relations practitioners are professional communicators, and communications means writing.

The ability to write easily, coherently, and quickly distinguishes the public relations professional from others in an organization. It is a skilled that can be learned and provides the assets needed to be a successful PR practitioner.

Writing for a reader is very different than writing for a speaker. Here are some examples of this difference:


  • Scan material
  • Study printed words
  • Review passages
  • Check the facts


  • Get only once chance to hear and comprehend
  • May tune out messages or speakers early

As professional communicators, PR people are required to develop content that is accurate and compelling on behalf of companies and organizations. Between e-mails, texts, Facebook posts and Tweets, our society spends a lot of time communicating via the written word.

Writing lies at the heart of the public relations equation.


Seitel, Fraser (2013). The Practice of Public Relations. 13th Edition.


Community, Government and Consumer Relations

So far, we all have seen various community efforts by different companies in our communities. Most of them fill our hearts with some sort of satisfaction from knowing that through our support we are helping others somehow. This creates  a bond and  a good image of specific companies. I mean, hey, we’d rather buy from a company that demonstrates how they help the community rather than one that doesn’t right?

Serving diverse, multicultural communities has become a top business mandate. Most companies today donate a percentage of profits to nonprofit organizations. Most companies strive to be true citizens of their communities, as well as agents for social change.

Among the benefits of being involved in community relations as a business, Industry Canada says the following:

Businesses have relationships in their local communities, sharing common interests.  As such, it is valuable to spend some time considering how to leverage your relationships on mutually beneficial initiatives.  It is possible to enhance business performance, profitability and your reputation through your community involvement efforts.


More over, American politics, like all other sectors of society, has been overrun by social media and the Web. Ironically, the practice of public relations has been barred from the federal government since 1913. This is so because congress was concerned that public officials might use public relations to advance their own agendas, but the practice of PR is represented throughout the government: in all government branches, in all government agencies, on state and local levels, and in the lobbying function.

By the same token, when it comes to consumer relations, we realize that globalization and the Internet have pressured companies to be responsible while promoting products.  The challenge lies in differentiating one’s products from all the rest. Public relations techniques and social sensitivities can help distinguish a company from the competition.

In an era overwrought with advertising “noise,” public relations solutions can help to:
  • distinguish one company from the next.
  • enhance the sale of a firm’s products.
  • attract, win and keep customers. (Seitel, 2013)

Seitel, Fraser (2013). The Practice of Public Relations. 13th Edition.

Media Relations/Print & Broadcast and Employee Relations

Throughout this post today, I would like to analyze the relationship between journalism and PR, along with the effects that the Internet has been having in newspapers, with advertising and publicity and the employee relations in PR.
The Internet has forever changed the public relations practice of dealing with the media. This is due largely to consumer-generated media. The good old days of conventional media, dominated by a few networks and truth-minded reporters, are a relic of the past.
Today’s media is fragmented, omnipresent, and run by journalists who may be aggressive and opinionated. Competition has driven many journalists to compromise traditional standards of truth and objectivity.
Modern public relations began as an adjunct to journalism. Before 2000 or so, most practitioners began their careers in journalism. Today, people enter public relations from many different fields of study, directly from college.
Recenter years have not been kind to the print medium, especially newspapers. On the other hand, the growth of the internet and electronic media, print still stands as an important medium among public relations professionals. Why?
This is due probably to the fact that many departments at newspapers and magazines use news releases and other publicity vehicles compared to the limited opportunities on network and cable TV. In addition, online databases,, blogs, and other Web-based media regularly use wire service material destined for print usage, so the Internet – while originating an increasing amount of original copy – still often serves as a residual target for print publicity.
Moving on to employee relations in PR…

Public relations practitioners working in employee relations face tough communications challenges.

Consider a recent survey:

  • Less than 50% of employees said they were satisfied with their jobs.
  • The least satisfied were the newest entrants to the workforce.
  • Less than 39% of workers under age 25 said they were satisfied with their jobs.

During these uncertain times, PR professionals must create communications that are: effective, believable and persuasive. The value of intellectual capital has increased. Employees are the most important assets in the organization. An employee public comprises numerous subgroups, each with different interests and concerns. Smart organizations tailor messages and media to reach each specific subgroup.

Any organization concerned about getting through to employees, must offer them:

  • Respect
  • Honest feedback
  • Recognition
  • Encouragement
  • A voice

Organizations that build massive marketing plans to sell products have begun today to apply the same knowledge and energy to communicating with their own employees. A continuing, employee relations challenge for public relations communicators is to work hand in hand with human resources officials.

People are your most important asset. What is the dollar-and-cents value of good working relations with your staff? Have you calculated what percentage your payroll is of total operating expenses? What are the costs of selecting, training, and replacing your employees? What labor turnover is the result of employee dissatisfaction? In terms of the output and the growth of your business, what is the real money value to you of a highly motivated and loyal work force?

Looking carefully at the answers to questions like these can help you develop a sound employee relations program.

To conclude: Public relations professionals must seize this initiative to foster the open climate that employees want and the two-way communications that organizations need.