International Relations

• Directors of International Public Relations
• Directors of International Marketing
• Directors of Public Relations
• Directors of Marketing
• Senior Public Relations Managers
• Company Directors
• General Managers
• Senior Managers
• Advisors at Ministerial level in government departments
• Advisors to Directors and top Managers in other organisations
• Those in public sector, private sector and not-for-profit organisations
• Those at the national, regional and community level
• Those working for international, global or supranational organisations
• Owners or account directors in public relations consultancies

Course objectives

• To raise the profile of your organisation and your country internationally
• To build a brand internationally and maintain an international reputation abroad
• To maximise opportunities across countries and between organisations
• To develop and strengthen relationships between countries and organisations
• To appreciate cultural differences for the promotion of political, commercial, business, social and cultural links

Course content

Benefits of international relations

• Seven objectives of international relations
• Benefits and challenges of international public relations
• International public relations’ contribution your organisation’s strategy
• Political, commercial, business, social and cultural impact
• Who should be involved?

Promoting your organisation and country abroad

• Public relations to promote the vision, mission and strategy of your country and organisation internationally
• Objectives of your international strategy, with targets and results
• Quantify benefits of your organisation, country, products, services and opportunities
• Formulate key messages
• Follow-up and develop relationships

Target countries, sectors, markets and audiences

• Criteria to prioritise target countries, regions, sectors and organisations
• Expectations, interests, needs, problems and priorities of targets
• Research potential impact of history, politics, economics, traditions, values, cultures and religions
• 15 types of research to find the answers
• Pitfalls to avoid

Create an international relations strategy and plan

• Clarify objectives of your strategy for each country and organisation
• Research current perceptions about you in target country
• Set targets for how you would like to be perceived and by when?
• Create and structure a comprehensive strategy and plan with budgets and (local) resources
• Project manage the implementation of the strategy and resulting plan

Communicating appropriately in each country

• Understand cultural variations: nationally, regionally and locally
• Use appropriate media for that market
• Understand and learn the differences in business customs, practices, language, verbal and non-verbal communication
• Marketing and PR communications double-checked for unintentionally offensive meaningsMaximise impact and avoid pitfalls