Thanks to technology and the internet, just about any Public Relation efforts can be considered global. With a couple clicks of a mouse, information can be gathered from around the world and communication is nearly instantaneous. Any organization could be scrutinized by any group at any point in time. To some, this poses as a problem to others, a solution. Either way, for the organizations with strong moral fiber, this could be free publicity and for the less morally sound companies; it could act as free publicity. However, your success is rated on the message receivers rather than the amount of messages you send so it is vital that you can relate to whatever audience you may have.
A great man by the name of Nelson Mandela has recently passed away. He was a global voice of reconciliation and well respected by all nations. According to the article, http://www.cnn.com/2013/12/10/world/africa/nelson-mandela-memorial/index.html here were world leaders from all around the world that made and appearance at the gathering to praise the “Giant of History,” including President Obama.
Simply showing up to this event is communicating to the people. It says that you appreciate everything Mandela has done in his lifetime and everything he stood for. The social impact of President Obama not showing up would devastate his remaining time in office.
President Obama also decided to go the extra mile and deliver a very moving speech at the gathering as well, http://www.youtube.com/watch?v=46wLTVNiUrI. As the leader of one of the most powerful and influential nations in the world, he felt it was his responsability to do so.