America Abroad: International Perceptions of the American Brand

Americans working with international brands or supporting American brands in international markets are impacted by the way America in general is seen. Both the strengths and the weaknesses of the American brand affect the way American corporations, media and individuals are seen. PRSA’s Global Affairs Committee has been researching this issue for some years, presenting at successive International Conferences and via webinars on how American public policy, the behavior of American media, the image of iconic American brands and the president’s prolific Twitter feed all affect the way Americans are perceived.

Drawing on a panel with global expertise from Europe, the Middle East and Russia as well as the United States, the Committee explores up-to-date issues that dominate international media and form part of the global conversation about the United States. The particular issues explored each year have varied and may be driven by the current news agenda.

The Committee includes practitioners, scholars and “pracademics” who straddle both fields. The research is always underpinned by quality research, but is aimed at mid- and senior-level professionals with responsibility for strategic and tactical decisions in PR campaigns, especially those that cross international borders.

By the end of this session, participants will be able to: 
• Determine how perceptions of the United States impact the way American brands and professionals are seen in global markets.
• Identify how individuals including politicians, celebrities, business leaders and media figures influence those perceptions.
• Define how public policy in issues as wide-ranging as climate change, trade, immigration and responses to health issues impact those perceptions.