Why is America lagging behind in the global PR race? First, Americans as a whole tend to be fairly provincial and take more of an interest in local affairs. Knowledge of world geography, for example, has never been strong in this country. Secondly, Americans lag behind their European and Asian counterparts in knowing a second language. Less than 5 percent of BursonMarshalls U.S. employees know two languages. Ogilvy and Mather has about the same percentage. Conversely, some European firms have half or more of their employees fluent in a second language. Finally, people involved in PR abroad tend to keep a closer eye on international affairs. In the financial PR area, for instance, most Americans read the Wall Street Journal. Overseas, their counterparts read the Journal as well as the Financial Times of London and The Economist, publications not often read in this country.
Perhaps the PR industry might take a lesson from Ted Turner of CNN . Turner recently announced that the word foreign would no longer be used on CNN news broadcasts. According to Turner, global communications have made the nations of the world so interdependent that there is no longer any such things as foreign.
26. According to the passage, U.S. leadership in public relations is being threatened because of ________.
A) an unparalleled increase in the number of public relations companies
B) shrinking cultural differences and new communications technologies
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