Communicating Globally
- aves a
- Nov 17, 2025
- 7 min read
Keywords: cross culture, ethical behavior, crisis communication, public relations, strategic communication
Communicating globally within public relations has become more prominent and crucial for success. Commission on Public Relations Education says, “Public relations is now arguably becoming a global profession in an increasingly-connected world where mutual understanding and harmony are more important than ever” (Ensing, 2018). The world functions best when communication is present. Public relations is a global field that creates new opportunities for multiculturalism, demographic representation, diverse perspectives and other benefits.
Global Remembrance
The Few'
At Capel-le-Ferne in Kent, lies the National Memorial to ‘The Few’ in remembrance of the pilots of the Battle of Britain. Created by the Battle of Britain Memorial Trust (BBMT), with little funding, it received little interest and publicity. However, in 1999, Trustees reached out to a public relations practitioner to create a campaign aimed at improving awareness of the Battle of Britain, encouraging donations, motivating attendance and more.
A media relations campaign was then implemented. Journalists were sent a ‘basic guide’ to the Battle of Britain and the phone number of the public relations practitioner to contact for inquiries. Showing success, media releases were issued, invitations were sent to the media, interviews and stories were arranged with veterans, along with additional events. Reaching high media channels, BBC, ITV, Sky crews, The Times, Daily Telegraph, Sun, Press Association and local/regional news.
This campaign exceeded expectations and continues to achieve goals, despite negatives that arise. The article says, “The BBMT, a registered charity, has not been able to allocate funds for any structured system of evaluation. However, newspaper, magazine, radio, television and new media coverages has been collated and regularly analyzed for its impact and the manner in which it meets or fails to meet the agreed objectives” (Simpson, n.d.). Planned to continue indefinitely, this campaign has created success within the region and globally.
Immigration Crisis
'They Keep Coming'
In 1999, Chinese immigrants were met in Canada by the Canadian Coast Guard during an attempt to reach the United States. Many Chinese immigrants travel through Canada due to their thought to be less rigorous immigration rules. Their arrivals were no surprise; however, this has led to a global crisis we still fight to this day.
A crisis management plan was created by the CIC. The article says, “According to the crisis management plan, its mission was to ensure a sound immigration and refugee system that was not subject to abuse” (They keep coming, n.d.). This plan also aimed to protect Canadians from the smuggling of drugs and dangerous goods. The RMCP, CCRA, DND, Coast Guard and such were given plans and roles.
The media relations aspect was diligently planned as the communication objectives were clear. Several key publics needed to be reached. Manager of regional communications at Citizenship and Immigration Canada, Lois Reimer, was an optimistic crisis communicator and viewed this crisis as an opportunity to explain Canada’s immigration/refugee program and services. However, how that is communicated must be accurate and appropriate.
This plan led to international media coverage – CNN, the New York Times, the Seattle Times and many more. This plan also raised some concerns, but was overall effective. Feeling confident in decisions, communicating effectively and being prepared were top success factors in this crisis communication plan. Reimer even won the Don Reenie Memorial Award for her work and excellence in government communications.
Cross Cultural
'HIV/AIDs in Africa'
HIV and AIDS in Africa have been present since 1959 and in America, since the mid-1970s. Some countries, such as Uganda, Botswana, Zambia, South Africa, Zimbabwe and Swaziland have taken different approaches to fighting HIV/AIDS. The article says, “Worldwide, the HIV/AIDs crisis has not ended; it just happens to be the worst in African countries” (Aids in Africa, n.d.). It is important for these countries and others to create a crisis communication plan that works for them and their target audience.
Uganda has taken the approach of an AIDs Control Program by participating in African vaccine trials and including religious, traditional leaders, community groups and nongovernmental agencies to help slow the spread and provide care. With this program, HIV infection rates dropped, but cultural practices caused the risks of infections to rise.
The ‘ABC’ strategy was implemented within some of these countries in an aggressive media campaign that was broadcast and spread to various groups. The campaign had consistent messaging through personal and social networks, a television series, flyers, clubs, workshops/websites, etc.
Botswana has one of the highest rates of AIDs due to several issues. There are many cultural challenges and a lack of proper resources to help with the crisis. There were also positive conditions that allowed for some communication. Botswana struggled to correctly reach its target audience. However, they were the first African country to provide antiretroviral therapy to citizens with support from the government and the PMTCT program.
In addition, two television series about AIDs prevention were aired, radio shows were aired, beauty pageants were held with contestants who were HIV positive, nongovernmental organizations were created, peer education was encouraged, a campaign to get tested was implemented and educational videos were released.
Zambia has the most devastating statistics of HIV/AIDs. Cultural practices often ‘compound the prevention problem’. In the late 1980s, Zambia launched an aggressive educational campaign in an effort to change attitudes and behaviors and educate citizens. There was a lack of resources to reach audiences in rural areas, as radios were most common. Anti-AIDS clubs were also created with students and outside organizations.
South Africa is the most affected due to unemployment, poverty, high mobility, sexual promiscuity, low status of women, stigma and discrimination, misconceptions, cultural beliefs/practices and lack of resources. While former president Thabo Mbeki did not fight against the disease, it caused confusion within the country.
Various organizations, however, were engaged and advocated through mass media, traditional healers, free HIV testing and traditional media.
Zimbabwe is challenged by many sociological findings to help prevent HIV/AIDs, but the ZNFPC partnered with Johns Hopkins University’s Population Communication Services to create a five-stage program to encourage abstinence, condom use and less promiscuity. Posters were distributed, radio series were aired, interactive dramas were performed at school and other organizations joined in to educate at-risk youth. Teachers were even sent to the United States for two weeks to learn about HIV/AIDs and how it spreads.
Swaziland had the highest HIV infection rate in 2005. Issues contributing to that rate include polygamy, poverty, cultural practices, family decisions, religious beliefs, drugs and much more. NERCHA installed billboards and posters in schools, clinics, libraries, bus stops and newspapers. UNICEF representative inspired a play performed in churches to educate children, to then share with their families.
'Nestle Baby Formula'
Competition within organizations has reached an all-time high. The article says, “In capitalist theory, the law of supply and demand and the human virtues of honesty and fairness are determinants regulating competition in the marketplace” (A Classic: Baby Formula Raises Question, n.d.). The issue within Nestle and Bristol-Myers arose when both powdered formulas were distributed into underdeveloped countries and later found to be a cause of malnutrition, diarrhea and an increase in the mortality rate in babies. Bottles were unable to be prepared correctly (mixed with water) due to ignorance of hygiene, unclean water, unsterile bottles and dilution to make it last longer.
‘Milk nurses’ were introduced to mothers immediately after birth, to make them, in a sense, reliant on formula. This has raised concerns of social responsibility within the organization and questioned the intentions of profit or children’s health. Boycotts of these brands were encouraged.
The Interfaith Center on Corporate Responsibility (ICCR) became an advocate for consumers and argued for change. The ICCR took on a consumer interest strategy to create the resolution. Bristol-Myers published a report in an attempt to disregard the issue and continued to do so, fighting with the ICCR. Bristol-Myers did not conform and failed to remain authentic and honest about their practices.
Nestlé led the International Council on Infant Food Industries (ICIFI) as a way to stop critics and defuse the situation. Nestle was demanded to stop promotion of artificial formula, stop mass media advertising of formula, stop distributing free samples (‘Milk Nurses’), stop promoting through medical professionals and not allow formula into the hands of those unable to safely use.
As Nestlé had faced prior issues, the boycott was still encouraged. In the 1980s, the World Health Organization (WHO) established the International Code of Marketing of Breastmilk Substitutes and restricted promotion of formula and free samples distribution (‘Milk Nurses’). This forced Nestlé to alter its marketing practices and revise its policies.
Both organizations finally resolved the protests in 1988. As it can be determined, both companies are working with organizations to ensure ethical practices; however, the battle still continues with Nestlé. They failed to comply and violate the codes. Nestle continues to sell formula to this day, but is known for their unethical marketing practices.
Conclusion
Global communication is a strategy in which an organization can expand reach, explore different perspectives, maintain brand identity and reputation and much more. Camp House says, ‘Global Communication is key to transcending cultural barriers, enabling brands to engage with diverse audiences meaningfully’ (Global Communication, 2025). PR practitioners must communicate appropriately and ensure cultural respect within campaigns.
References
A Classic: Baby Formula Raises Questions. (n.d.). https://canvas.ou.edu/courses/417712/files/126553361?module_item_id=7954161
Case: Aids in Africa. (n.d.). https://canvas.ou.edu/courses/417712/files/126553342?module_item_id=7954160
Case: They Keep Coming – Chinese Immigrants in Canada. (n.d.). https://canvas.ou.edu/courses/417712/files/126553314?module_item_id=7954162
Ensing, A. (2018, April 3). Global Implications - Commission on Public Relations Education. Commission on Public Relations Education -.
Global communication: Bridging the world together. Camphouse. (2025, October 28). https://camphouse.io/blog/global-communication
Simpson. (n.d.). Remembering the Few. https://canvas.ou.edu/courses/417712/files/126553362?module_item_id=7954163
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