Description
Book SynopsisAn overview of the practice of strategic global and multicultural public relations in various sectors Global and Multicultural Public Relations offers students an expert overview of specific public relations practices, focused on strategic analyses of actual case studies and real-world examples. Emphasizing practice rather than theory, this valuable resource explores innovative communication programs that are designed to address culturally-diverse communities worldwide. The five-step strategic public relations processformative research, planning, implementation, evaluation, and stewardshipis extensively examined and applied to a variety of scenarios, helping students understand the realty of modern public relations practice. All aspects of public relations practice, including media relations, government relations, employee communications, and shareholder relations are covered to help students gain solid foundational knowledge. Broad in scope, this textbook identifies and describes
Table of Contents1 Introduction and Overview of Global and Multicultural Public Relations 1
2 Research, Measurement, and Evaluation 21
3 Role of National Culture and Subcultures 45
4 Professionalism and Ethical Reasoning 69
5 Transnational Corporations and Global Public Relations Agencies 91
6 Nongovernmental Organizations (NGOs), Multilateral Organizations (MOs), and Activist Networks 105
7 Coordination and Control, Standardization and Localization 121
8 Cross‐national Conflict Shifting: How to Manage Transnational Crises 139
9 Corporate Social Responsibility, Sustainability, and Multisector Partnerships 163
10 Employee Communication and Global Teams 189
11 Technology, Social Media, and Big Data 209
12 Public Diplomacy and Corporate Foreign Policy in Government Institutions and Agencies 227
Index 247
