Many scholars have been interested in whether PR principles are universal and also which factors have to change of an international PR campaign into each country. Most of the theoretical background of PR evolved in the US and in the UK, so the question is if these theories are applicable in other nations and if other theories have been created in other regions of the world.
Dr George Yip, President & Director of Research and Innovation, talk about Global Account Management (GAM) framework that multinational telecom, media and Internet players can leverage to grow revenues and customer satisfaction within key accounts.
Culbertson in his book (International Public Relations, A Comparative Analysis) says there are nine generic principles of PR practice:
1. Involvement of PR in strategic management
2. Empowerment of PR in the dominant coalition or a direct relationship to senior management.
3. Integrated PR function.
4. PR as a management function separated from other functions.
5. Role of the PR practitioner
6. Two-way symmetrical model of PR.
7. A symmetrical system of internal communication.
8. Knowledge potential for managerial role and symmetrical PR.
9. Diversity embodied in all roles.
This shows that public relations have generic components that will work normally in most cultures and political systems. However, the specifics applications, such as strategies, techniques, and PR practice, will differ in each location, organisation or country.
For example, a study conducted in Greece, India and Taiwan identified two models. First the ‘personal influence’ model, where PR practitioners have to develop relationships with key opinion leaders. Then, the ‘cultural interpreter’ model, the PR practitioner interpret local cultures and practices to a multinational company or organisation.
Nevertheless, it is essential that PR practitioner know that the application of the general principles cannot be applied if there is no extent research and strategy research so they are adjusted to each different culture and political system in each country.
