According to Excellence Theory,international PR requires considering a country's political and economic systems,culture,and media system.

Learning Objectives

• Understanding the economic system: International PR professionals need to have a grasp of the economic system of the country they are operating in. This includes knowledge of the market conditions, economic policies, and any relevant industry trends that may affect PR strategies.
• Understanding the cultural context: Cultural sensitivity is crucial in international PR. Professionals need to be aware of the cultural norms, values, beliefs, and practices of the target audience. This understanding helps in crafting messages and campaigns that resonate with the local culture and avoid any cultural misunderstandings or misinterpretations.
• Understanding the political system: International PR requires knowledge of the political system of the country in question. This includes understanding the government structure, political parties, and any regulations or policies that may impact PR practices.