Authors :
Hassan Mohamed ISSA
Volume/Issue :
Volume 9 - 2024, Issue 3 - March
Google Scholar :
https://tinyurl.com/3mv5pt7y
Scribd :
https://tinyurl.com/y7c7szaa
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAR1037
Abstract :
Public Relations concepts and practice in
different democracies vary according to the nature of their
political, cultural, social, and the level of technological
orientation or advancement. With the digital age and the
increasing trend in globalization, Global or Multinational
Corporations have both challenges and opportunities
towards meeting their business goals as to win hearts and
minds of customers/publics in a diverse environment.
Public Relations in Digital Age: Localising Global
Corporations Activities and Social Media Uses in Tanzania,
using Standard Chartered Bank, Coca Cola Company, and
Barrick (Acacia) Mines, as case, has investigated the
activities done by the Corporations, social media
engagement, Corporate Social Responsibility activities and
comparing local and global activities of the Corporations.
The three Corporations’ profiles were surveyed to grasp
their natures - activities and new media uses while a three-
year content analysis was done through Corporations’
social networking sites (SNS) – Facebook, Twitter and You
Tube to understand their uses of SNS in enhancing their
roles through Public Relations.
The findings show that despite their differences in
nature, they all use their global business experiences in
dealing with local activities. They have been responding to
silent calls for glocalisation by identifying the basic needs
of their customers/publics, for example, localizing the
brand (Coca Cola to Coca Cola Kwanza), changing the
brand name altogether (Barrick to Acacia), as well as
stretching their Corporate Social Responsibility activities
in health, education, environment and sports and
entertainment while strengthening their ties with the
government by not only responding to legal obligations
like paying taxes but also supporting communication and
health sectors. However, more glocalisation process is still
in need as compared to what has been done in other
countries in responding to cultural-centric and polycentric
PR approaches.
Moreover, the MNCs use both asymmetric and
symmetric communication through Facebook, Twitter and
You Tube. Twitter has been the mostly used SN especially
in a symmetrical communication followed by Facebook. It
has been also observed that the sensitivity of Corporation’s
activities increases the engagement in CSR activities. Since,
the area has not been extensively researched, the
researcher calls for more studies on glocalisation of MNCs
and new media uses in developing countries and Tanzania
in particular in attempt to exploit the potentials of Public
Relations.
Keywords :
Public Relations, Global Corporations, Social Media, Glocalisation, Corporate Social Responsibility.
Public Relations concepts and practice in
different democracies vary according to the nature of their
political, cultural, social, and the level of technological
orientation or advancement. With the digital age and the
increasing trend in globalization, Global or Multinational
Corporations have both challenges and opportunities
towards meeting their business goals as to win hearts and
minds of customers/publics in a diverse environment.
Public Relations in Digital Age: Localising Global
Corporations Activities and Social Media Uses in Tanzania,
using Standard Chartered Bank, Coca Cola Company, and
Barrick (Acacia) Mines, as case, has investigated the
activities done by the Corporations, social media
engagement, Corporate Social Responsibility activities and
comparing local and global activities of the Corporations.
The three Corporations’ profiles were surveyed to grasp
their natures - activities and new media uses while a three-
year content analysis was done through Corporations’
social networking sites (SNS) – Facebook, Twitter and You
Tube to understand their uses of SNS in enhancing their
roles through Public Relations.
The findings show that despite their differences in
nature, they all use their global business experiences in
dealing with local activities. They have been responding to
silent calls for glocalisation by identifying the basic needs
of their customers/publics, for example, localizing the
brand (Coca Cola to Coca Cola Kwanza), changing the
brand name altogether (Barrick to Acacia), as well as
stretching their Corporate Social Responsibility activities
in health, education, environment and sports and
entertainment while strengthening their ties with the
government by not only responding to legal obligations
like paying taxes but also supporting communication and
health sectors. However, more glocalisation process is still
in need as compared to what has been done in other
countries in responding to cultural-centric and polycentric
PR approaches.
Moreover, the MNCs use both asymmetric and
symmetric communication through Facebook, Twitter and
You Tube. Twitter has been the mostly used SN especially
in a symmetrical communication followed by Facebook. It
has been also observed that the sensitivity of Corporation’s
activities increases the engagement in CSR activities. Since,
the area has not been extensively researched, the
researcher calls for more studies on glocalisation of MNCs
and new media uses in developing countries and Tanzania
in particular in attempt to exploit the potentials of Public
Relations.
Keywords :
Public Relations, Global Corporations, Social Media, Glocalisation, Corporate Social Responsibility.
