全球营销沟通决策广告与公共关系.ppt

* ? Japans Fuji Photo Film asked its advertising agency to develop an image campaign for the United States. At the time, Fuji was embroiled in a trade dispute with Kodak. Fuji had also invested more than $1 billion in U.S. production facilities and had won a long-term photofinishing contract with Wal-Mart. The campaign was designed to appeal both to Wal-Mart and to the giant retailers customers; as a Wal-Mart spokesman said, Weve long said we buy American when we can. The more people understand how American Fuji is, the better. ?In 1995, Japanese car marketers hired Hill Knowlton to create a public relations campaign designed to convince then-President Bill Clinton that his plan to impose 100 percent tariffs on 13 luxury cars was ill-advised and could even cost him Californias 54 electoral votes in the 1996 election. Nissan and other companies also sent position papers and information packets to dealers and the media. Interviews with representatives from auto dealers were carried by both print and electronic media. Within weeks, the Clinton administration announced that the U.S. and Japan had reached an agreement. No sanctions were imposed and the American International Automobile Dealers Assn. was able to claim an important victory. * Public relations professionals with international responsibility must go beyond media relations and serve as more than a company mouthpiece; they are called upon to simultaneously build consensus and understanding, create trust and harmony, articulate and influence public opinion, anticipate conflicts, and resolve disputes. As companies become more involved in global marketing and the globalization of industries continues, company management must recognize the value of international public relations. * Mass media and the written word are important vehicles for information dissemination in many industrialized countries. In developing countries, however, the best way to communicate might be through the gongman, the town crier, the