Exam 13: Global

Angelina is in charge of organizing an event featuring the Hawaiian governor, Akamu Kamalami. The two most important things Angelina had to know in planning for his introduction were that he had lost his right arm in Vietnam and that he was allergic to pollen. Because she was aware of these issues, she made sure that when she presented Kamalami with a lei as a symbol of welcome that she used one made with dark green ti leaves without flowers, and she was careful not to extend her right hand expecting a handshake. Which source of cultural intelligence did she rely on to successfully plan this event?

In 2018, the Tech for Good Summit, hosted by French president Emmanuel Macron, brought 50 CEOs and top executives from the world's leading technology companies to discuss how technology can positively contribute to society. Uber committed to providing free health insurance to its drivers in Europe. Macron conveyed France's support for innovation coupled with tougher regulation and working for the common good. In working together to influence one another and effect change, these companies and the French government were practicing _____________.

Salina works for a commercial real estate developer, specifically on a community relations campaign for a new shopping center. She knows the residents of the town have a ____________, and prefer to have an open-ended dialogue about the shopping center's plans rather than receive a formal set of plan requirements. Salina schedules several open house meetings to invite members of the community in to hear updates from the developer about the center's progress.

According to London Business School Professor Christopher Earley and University of Colorado Professor Elaine Mosakowski, _____________ is someone's ability to interpret the cultural nuances of others' communications, even as an outsider. This includes identifying features of a group of people that are universal and those that are unique to individuals.

As Vick's learned when it launched its "Touch of Care" campaign in India, the country is considered a _______________ society on the cultural dimension of masculinity-feminity because people tend to be driven more heavily by competition and success than caring for others.

Janet is planning to launch a new PR campaign to reach publics in the United States, Switzerland, Germany, and Scandinavia. Since she knows these cultures tend to use more low-context communication, Janet needs to accommodate their ways of seeking specific information using websites, search features, and links. However, she needs to be careful and not ____________.

Camilla is a PR specialist for Kia Motors, which plans to open a new plant in the city of Knoxville, Tennessee. The city council is requiring Kia to present a detailed environmental impact statement showing exactly how they expect social, natural, and economic environments to be affected. This requirement is the result of a __________.

Economic systems and conditions, including ____________, affect public relations worldwide. According to Professor Hong Tien Vu, whose research focuses on global and development communication and digital media, only when people have enough economic resources, can they then think about larger issues like the environment or gender equality. If they are hungry or living without basic needs being met, it is hard for people to think about anything else.

Coca-Cola's famous "Share a Coke" global campaign began in 2012 in Australia, featuring 150 unique names to help strengthen connections between the brand and the country's young adults. It also appealed to the nation's __________ society, because people were so excited to find bottles of soda with their own names on them.

MasterCard's World Cup Campaign had good intentions. The company hoped to raise much-needed money to help fight childhood hunger in Latin America and the Caribbean. MasterCard partnered with two soccer stars to promote the campaign, and said the company would donate the equivalent of 10,000 meals to the World Food Programme every time one of the two players scored a goal during the World Cup. Why did this campaign backfire?

As part of its counterterrorism efforts, the U.S. Department of State ran a social media campaign against ISIS in 2014. The state department's strategy included a YouTube video that parodied ISIS recruitment efforts. The video mocked ISIS in graphic detail, juxtaposing disturbing images of prisoner crucifixions, mosque bombings, and severed heads with ISIS claims that joining the organization will lead to some kind of promised land. Although this PR strategy is often viewed as less ethical, mediated diplomacy of this type is seen in a positive light when a cause is perceived to be just. This type of mediated diplomacy is an example of __________.

_______________ is when most of the meaning of a message is explicitly stated in the message and words and requires little understanding of context.

During a critically important moment, such as during a crisis, public relations professionals and organizations form their responses in line with their cultural preferences. For example, an Iowa State University study found that organizations from the United States focused on analytical, factual accounts when responding to cybersecurity crises. This can best be described as ___________.

Branding efforts rely on simple images, icons, logos, words, and brief taglines to communicate enormous amounts of meaning about the organization or its products and services. The meaning depends on context. Branding magic happens when communication strategists successfully align an organization's actions, communication, and culture with the cultural contexts of key publics. This type of branding context is the application of ___________.

When public relations efforts spread across national, geographic, or cultural borders, this is known as __________.

Texting the one-letter message "K" could mean many different things, such as potassium in chemistry, a strikeout in baseball, or an abbreviation for OK. To understand the meaning, the receiver also needs to understand the context, which is an example of _____________.

____________, in which communicators strive to impose their views on others, happens in the classroom when professors assert their authority and limit opportunities for student collaboration and discourse. In the context of public relations, this is considered less ethical because it treats publics as less important than the powerful organizations conducting public relations.

The difference in how people from different groups (or publics, in the case of public relations) actually use the technologies to which they have access is termed the __________.

Susan is responsible for developing a plan to increase sustainability projects in the United Kingdom. She discovered that the preferred word for "plan" in the UK is "scheme," which has a positive connotation. In the United States, however, the word "scheme" has a negative connotation. This is an example of the application of ___________.

Categorizing people according to race or ethnicity is not the same as _________. As families become more multiracial and multicultural, these categorizations are less relevant ways to understand publics, while shared interests and affinities will become more important.