A company that is ethnocentric in its approach to PR will extend homecountry PR activities into host countries.The rationale behind this approach is that people everywhere are motivated and persuaded in much the same manner.This approach does not take cultural considerations into account.A company adopting a polycentric approach to PR gives the host-country practitioner more leeway to incorporate local customs and practices into the PR effort.Although such an approach has the advantage of local responsiveness,the lack of global communication and coordination can lead to a PR disaster.42
The ultimate test of an organization’s understanding of the power and importance of public relations occurs during a time of environmental turbulence .especially a potential or actual crisis.When disaster strikes,a company or industry often finds itself thrust into the spotlight.A company’s swift and effective handling of communications during such times can have significant implications.The best response is to be forthright and direct,reassure the public,and provide the media with accurate information.
China’s ongoing trade-ralated friction with the United States highlights the need for a better PR effort on the part of the Chinese Foreign Ministry. Some sources of this friction have been discussed in earlier chapters,such as estimates that Chinese counterfeiting of copyrighted material alone costs U.S. companies $800 million annually or that 98 percent of the computer software used in China is pirated.Such revelations reflect poorly on China .Hong Kong businessman Barry C.Cheung notes,“China lacks skills in public relations generally and crisis management specifically,and that hurts them.” 43 Part of the problem stems from the unwillinhness of China’s Communist leaders to publicy explain their views on these issues,to admit failure , and to accept advice from the West.