Globalization: Is it necessary?

It is safe to say that every post I add to this blog for the next couple of weeks will, in some way, shape or form, be related to my recent experience in Washington D.C. at the PRSSA National Convention.  Considering I have nearly half a notebook filled with questions and information that I took away with me, I think that is quite appropriate!

One of the sessions I attended, which I didn't think I would be particularly compelled by, considering my approaching graduation, was pertaining to chapter development.  The subject, globalization, got me thinking.

West Virginia University's PRSSA chapter presented on the steps they took in transitioning their campaigns from local to national and finally global.  If you are interested in what they did, I encourage you to contact them or try and find more information on their website.

I understood the concept of globalization but I couldn't help wondering why in the world something like a public relations agency would want to initiate it for themselves.  I understand outsourcing for businesses because it is way cheaper, but why would a company in the United States take on a campaign in another country and more importantly, another culture?

I can't remember where I heard this story, but I recall someone telling me about a company using the word "cahones" in a commercial for one of their products without being aware of what the word meant in Spanish.  In English, the word eludes to a certain, highly-objectified, region of the female anatomy and is quasi-acceptable when used humorously, however in Spanish it is  basically equivalent to c#!t... which you can imagine might upset many Spanish speaking people who were exposed to the ad.  The damage control had to have made the campaign not worth it. With nightmares like these looming around the corners, who would want to put themselves in that position?

 Then, I started pondering other reasons why organizations outside of the United States might be turning to our agencies to create their campaigns.  It occurred to me that we are probably the most message inundated country in the world and, as such, our PR firms are well adapted to "breaking through the clutter" and creating campaigns that are memorable and effective.  Wallah!  I am satisfied with the answer.

Why would an agency want to go global?  Because there is a market for it and tons of money to be made...

It is obvious that, as the world gets smaller thanks to technological advances in communication and ease of travel, globalization is inevitable.  Job outsourcing is taking place on a large scale and, as such, it is becoming ever more important to be culturally sensitive and aware.  The difficulty with taking on a job whose audiences are part of a completely different culture is that you can't treat it as you would a job aimed at those who are members of your own culture.

Learning another language or at least educating yourself on the belief systems and views of people in other cultures WILL give you the upper hand in this rapidly-changing and ever-shrinking sphere we call home.  Is globalization necessary?  Yes.  It is inevitable and, as such, you must adapt if you want to stay marketable in the future.

Enjoy this crash course on intercultural communications set to some lovely relaxation music!