There is still debate on whether a global public relations model may be applied in any cultural setting. This article contributes to this discussion by presenting empirical evidence about how Chilean export firms develop public relations strategies to Chinese audiences and the dual dimension – global and cultural – of their practice. Two main findings are discussed: on the one hand, Chilean companies have mostly developed a global approach to reach general audiences. On the other, the actual practice of relationship management – through their firm’s executives – is carried out by placing culture as critical for successful public relations efforts. Specifically, Chilean executives use guanxi as the main driver of their relationship management.
ResumenEl artículo indaga por qué la República Popular de China (RPC) no rompió relaciones con el régimen de Pinochet en Chile como lo hizo la Unión Soviética y, en términos más generales, en qué aspectos esta situación representa un cambio fundamental en la política exterior de la RPC. Se plantea que China mantuvo y posteriormente potenció sus relaciones con el régimen militar chileno por dos razones estructurales: el proyecto político-diplomático y el proyecto económico. A partir de un abordaje crítico y sistémico de las relaciones sino-chilenas, se propone un análisis de la política exterior china que vincula la configuración político-ideológica doméstica con el cuestionamiento de la hegemonía en el ámbito global. Finalmente, se sostiene que la relación con el Chile de Pinochet tenía una doble dimensión para China: por un lado, debía mantener su proyecto político-diplomático, apoyándose en su amistad con países del Tercer Mundo; por el otro, veía con interés el proyecto económico de la dictadura militar, que parecía exitoso en su liberalización económica sin democratización.
Palabras clavePolítica Exterior; Liberalización Económica; Reforma y Apertura Económica; Dictadura; China; Chile. The current article enquires why the People's Republic of China (PRC) did not break diplomatic ties with Pinochet's regime following the Soviet Union. On a more general level, it portends which aspects of such event represent a fundamental change on the PRC's overall foreign policy. The research argues that China maintained and subsequently boosted its engagements with the Chilean military regime for two structural reasons: the politico-diplomatic project, and the economic project. It proposes an analysis of China's foreign policy that links the domestic political configuration with the challenge of global hegemony. Finally, the article concludes that China's relationship with Pinochet's regime was double-faced: on the one side, it must advance its politico-diplomatic project, relying on its friendship with Third World countries; and on the other, China took interest on the dictatorship's economic agenda, which seemed to be successful in handling financial liberalisation without democratisation.
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