| rise of multinational corportations, global marketing, new | | | | their European and Asian counterparts in knowing a |
| communica¬tions technologies, and shrinking cultural | | | | second language. Less than 5 percent of |
| differences have led to an unparalleled increase in | | | | Burson-Marshall's U.S. employees know two languages. |
| global public relations or PR. | | | | Ogilvy and Mather has about the same percentage. |
| Surprisingly, since modern PR was largely an American | | | | Conversely, some European firms have half or more |
| invention, the U.S. leadership in public relations is being | | | | of their employees fluent in a second language. Finally, |
| threatened by PR efforts in other countries. Ten years | | | | people involved in PR abroad tend to keep a closer |
| ago, for example, the world's top five public relations | | | | eye on international affairs. In the financial PR area, for |
| agencies were American-owned. In 1991, only one was. | | | | instance, most Americans read the Wall Street Journal. |
| The British in particular are Patek Philippe Replica | | | | Overseas, their counterparts read the Journal as well |
| becoming more sophisticated and creative. A recent | | | | as Bulgari Replica Watches the Financial Times of |
| survey found that more than half of all British | | | | London and The Economist, publications not often read |
| companies include PR as part of their corporate | | | | in this country. |
| planning activities, compared to about one-third of U.S. | | | | Perhaps the PR industry might take a lesson from Ted |
| companies. It may not be long before London replaces | | | | Turned of CNN (Cable News Network). Turner |
| New York as the capital of PR. | | | | recently announced that the word "foreign" would no |
| Why is America lagging behind in the global PR race? | | | | longer be used on CNN news broadcasts. According |
| First, Americans as a whole lend to be fairly provincial | | | | lo Turner, global communications have made the |
| and lake more of an interest in local affairs. Knowledge | | | | nations of the world so interdependent that there is no |
| of world geography, for example, has never been | | | | longer any such thing as foreign. |
| strong in this country. Secondly. Americans lag behind | | | | |