International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media PDF
Preview International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media
intern com strat HP:Layout 1 16/3/09 14:20 Page 1 INTERNATIONAL COMMUNICATIONS STRATEGY THIS PAGE INTENTIONALLY LEFT BLANK ii intern com strat TP:Layout 1 16/3/09 14:18 Page 1 INTERNATIONAL COMMUNICATIONS STRATEGY Developments in cross-cultural communications, PR and social media Silvia Cambié and Yang-May Ooi London and Philadelphia Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in Great Britain and the United States in 2009 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 London N1 9JN Philadelphia PA 19147 United Kingdom USA www.koganpage.com © Silvia Cambié and Yang-May Ooi, 2009 The right of Silvia Cambié and Yang-May Ooi to be identified as the authors of this work has been asserted by 2009 in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 5329 9 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Cambié, Silvia. International communications strategy : developments in cross-cultural communication, PR, and social media / Silvia Cambié and Yang-May Ooi. -- 1st ed. p. cm. Includes bibliographical references and index. ISBN 978-0-7494-5329-9 1. Intercultural communication. 2. Social media. 3. Public relations. 4. Leadership. I. Ooi, Yang-May. II. Title. HM1211.C36 2009 659.2--dc22 2009008501 Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan Printed and bound in India by Replika Press Pvt Ltd To my mother, for her support. Silvia Cambié To my parents, who encouraged my love of writing. Yang-May Ooi THIS PAGE INTENTIONALLY LEFT BLANK vi Contents About the authors xi Preface xiii Acknowledgements xv Part 1 International communications 1 1. The world we live in 3 China’s global role 4 Courting the fledgling consumer 5 A new type of multinational 7 Not what it used to be 9 The ‘most unappreciated growth story’ 11 The upside of global warming 11 Gearing up for the new era 13 Notes 16 2. Rethinking public relations 19 Becoming part of the story 20 It’s all about lemons 22 A two-way communication 24 Coming of age 26 New tools 27 The middle way 28 Instigating change 31 The other side of the coin 32 Fine-tuning the message 34 Notes 35 3. The global language of corporate social responsibility 39 India: The soda controversy 41 viii Contents China: Mounting pressure 43 Brazil: The future of biodiversity 48 South Africa: Helping a country to surface 51 CSR starts at home 52 Going local 55 ‘Entering a danger zone’ 57 Repositioning CSR 59 Notes 60 4. The dawn of leadership communication 63 Generation Y 63 Cultural intelligence 65 Integrative thinking 67 The ‘dance’ between cultures 69 Welcoming ambiguity 70 ‘Keep repeating’ 71 Send me an angel 73 Mentoring across cultures 75 The spirit of international networks 77 Desperately looking for a new leadership style 82 Notes 84 5. The day after 87 Social business: A new equilibrium 88 The ‘social entrepreneurial version of Google’ 91 Notes 96 Part 2 The role of social media in international communications 97 6. The cultural landscape of social media 99 The present 99 A brief history 100 The need for speed 102 The rise of social media 103 Notes 113 7. Social media as a part of life 117 Shopping 117 Millennials 118 The third age 119 News and politics 121 Contents ix Celebrity through personal expression 122 Is a social media strategy part of your business’s life? 125 Notes 126 8. Authenticity and trust 129 Who can you trust? 129 Being one of us 131 The Goliath problem 134 Inauthenticity 137 Fictitious blogs 139 Authentic voices 141 South Africa: Joining the conversation 143 Malaysia: The bloggers decide 145 The USA: Land of the YouTube video and home of the 149 bloggers Notes 153 9. Connecting communities 159 The tsunami blog 159 Work 162 Home Sweet Home 165 Health 166 Gay, transgendered and intersexed 168 A cautionary tale 169 Notes 171 10. Encouraging new forms of expression 173 Immediacy 173 Mobilization 176 Speed 183 Notes 184 11. The next frontier: Multimedia and beyond 185 Video 186 Podcasting 189 Virtual worlds 191 Mobile communications 193 What next? 198 Notes 200 Conclusions 203 Index 213
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