Pitch, Tweet, or Engage on the Street
Special offer for alumni and students on Professor Kara Alaimo’s book, Pitch, Tweet, or Engage on the Street, published on August 23, 2016 by Routledge! Use promo code FLR40 for a 20% discount and free shipping.
Based on interviews with senior public relations practitioners in 31 countries, as well as Dr. Alaimo’s own experience as a global public relations practitioner in the United Nations and in the Obama administration, Pitch, Tweet, or Engage on the Street, breaks the world down into 10 different cultural groups and explains how to adapt PR strategies, tactics, and messages for each of them.
The book begins by discussing the merits of implementing a single public relations strategy around the world (a global approach) or crafting different strategies for different countries and cultures (an international approach). It then discusses key dimensions on which cultures differ – for example, the difference between individualistic and collectivist countries and the distinction between societies with high and low future orientations – and discusses how to adapt messages and strategies accordingly.
Pitch, Tweet, or Engage on the Street then takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. For example, Alaimo writes that in the United States, spokespeople are expected to remain calm and cool during media interviews. By contrast, in the Arab world, when talking about emotional subjects, spokespeople are expected to visibly display emotion – otherwise, they will not be trusted. She also writes about the expectations of reporters to receive “brown envelopes” (full of cash) in exchange for media coverage in Sub-Saharan Africa and other parts of the world. Alaimo writes that one way that practitioners get around paying journalists in places where reporters are truly not compensated by news organizations for their stories is by offering meals at events and press briefings.
The book also includes chapters on how to practice global public relations on behalf of corporations, non-profit organizations, and governments, as well as a chapter on how to effectively utilize major global traditional and social media outlets – from Al Jazeera to the Chinese platforms Weibo and WeChat.
In addition to teaching in the undergraduate and graduate PR programs at Hofstra, Dr. Alaimo consults on global PR campaigns and designs customized employee training programs for companies on how to adapt messages and strategies for different global markets.
Among her past positions, Dr. Alaimo was head of communications for the United Nations Secretary-General’s High Level Panel on the Post-2015 Development Agenda, a group of heads of state and other eminent thinkers convened to recommend the world’s current plan for eradicating poverty and achieving sustainable development. In 2011, she was appointed by President Obama as spokesperson for international affairs in the U.S. Treasury Department. For more information, visit www.karaalaimo.com and follow her Twitter handle, @karaalaimo.