I’m a total nerd for history. So when Bill Moncrief, Ph.D., gave a presentation at last month’s PRSA luncheon that blended history, advertising, and public relations, I was in geek heaven. The topic was “Who Will Rule the Business World in 2020,” and in case you missed it, I’ll give you a rundown on some of the main points:
(a) Historically, no nation can be #1 in everything forever. (b) Countries like China, South Korea and Japan are becoming new economic superpowers, and (c) It’s going to be a game-changer.
The wheels are already in motion. Tokyo now has more Michelin-starred restaurants than Paris. South Korean students are consistently blowing American students out of the water with their test scores. And the big whopper: China is now the second-largest economy in the world, next to the US of A. They’ve got the largest automobile market, the largest population, and according to projections, they’ll be able to add largest economy to their brag list sometime between 2020 and 2030. So, like the double rainbow guy, I ask, “What does this mean???” And how exactly will this shift affect me and the advertising and PR professions in general?
I’ll go ahead and admit it – I’m in the communications business and I’m monolingual. No hablo español. Je ne parle pas Français. And definitely 我不讲中文 (that’s “I don’t speak Chinese.” Thanks, Babblefish!). But most of the time, I don’t feel too bad about it because most people I know are, too. But will this fly in the future?
My answer is probably not. It’s a new millennium, and we’re going to have to face facts: We’re not the only big fish in the pond anymore. As PR and advertising professionals, we’ll have to adjust our communication styles to fit other cultures – and often that’s easier said than done. Anyone who’s ever taken a college marketing course has heard the horror story of how Chevy tried to market the Nova in Spanish-speaking countries, only to learn that the car name translates to “no go.” The irony! I Snoped it out, and this story is completely false – but the warning behind it still rings true. Cross-cultural advertising takes extra-special care.
That’s what makes it exciting. By embracing other cultures in our advertising and PR, we can say more, do more, sell more. We’re entering a brave new marketing world, and there’s a lot to learn, but also a lot to gain.
No culture can live, if it attempts to be exclusive.
– Mahatma Gandhi
