PR in the News: The Need for PR in International Companies

      Today, the entire world is integrated, connected by the internet, social media, and international operating companies. E-commerce has propelled this as well, helping to also create a global society of consumers (Seitel, 2019). The consumer class continues to expand, desiring bigger houses, cars, and nonessential goods. This can be largely beneficial for companies, as they are able to spread brand awareness and have a worldwide reach to new customers. However, in times of trouble, word can spread fast. The increase in consumption has led to companies expanding to meet consumer needs. These companies now face pressure to act ethically in the eyes of consumers. When these companies fall short, word spreads to the global public through different media channels, leading some consumers to have negative perceptions of the company. This is why public relations strategies are even more necessary today; the “public eye” that these companies are in is now worldwide.

      One company that is a good example of this is Amazon. Amazon has global expansion plans in the works currently, building factories and headquarters in countries all over the world. They currently have over 185 centers globally. That full list can be found here. They have faced backlash for certain expansion plans, especially after more information and photos were released and spread globally. Amazon built one warehouse in Tijuana, Mexico that cost around 21 million dollars. This brand-new warehouse sits next to a housing settlement in the community made of cardboard, tarp, and wood scraps (Gurley, 2021). Below is a photo of the warehouse. This image along with others went viral on social media, with many comparing the images to dystopian science fiction. One Twitter user’s post about the warehouse can be seen here.

       Amazon’s PR team did not let this narrative go on for long. Spokespeople commented on the photos, stating that Amazon has created more than 15,000 jobs since their arrival in Mexico. The mayor of Tijuana also stated that this new warehouse will speed up delivery times for nearby cities and create jobs for the local community. Based on this information, citizens of the town and residents nearby should benefit from Amazon’s entrance into Tijuana. This just shows how essential public relations is for international companies, as images and word can spread fast, creating a narrative around a brand.

References

Gurley, L. K. (2021, September 7). Amazon to open $21 million state-of-the-Art warehouse in Tijuana slum. VICE. https://www.vice.com/en/article/pkb9qn/amazon-to-open-dollar21-million-state-of-the-art-warehouse-in-tijuana-slum

 Seitel, F. P. (2019). The Practice of Public Relations (14th ed.). Pearson.