Cover image for Global and Multicultural Public Relations

Global and Multicultural Public Relations

Author Sarab Kochhar , Juan-Carlos Molleda
Release Date: 2019/07/01
ISBN: 9781118673966
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Book Description

An 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 process—formative research, planning, implementation, evaluation, and stewardship—is 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 the strategy formulation and implementation process in private, government, non-profit, and various other sectors.

Academic and trade articles, book chapters, original case studies, and new primary research offer students a realistic and sophisticated approach to global public relations. Figures, tables, photographs, and charts illustrate each topic, while highlighted learning objectives and key points, discussion questions, and framed sections on ethical considerations and best practices strengthen student comprehension.

  • Employs a real-world approach to public relations principles, practices, and strategies
  • Focuses on global public relations rather than outdated nation-centered models
  • Fills a gap in current literature on multinational and multicultural public relations
  • Explains the public relations strategies that are best suited for each sector
  • Includes summary sections that contain suggested readings and supplemental online links

Designed for upper-level undergraduate and graduate students, Global and Multicultural Public Relations is an ideal textbook for courses in international public relations, global communication, public relations management, and multinational management, as well as business, political sciences, and public administration. 

Table of Contents

  1. Cover
  2. 1 Introduction and Overview of Global and Multicultural Public Relations
    1. Central Themes
    2. Introduction
    3. Forces Driving the Growth of the Practice
    4. Definitions and Outlook
    5. The Practice of Global Public Relations
    6. Summary and Structure of the Book
    7. Discussion Questions
    8. Class Activity
    9. References
  3. 2 Research, Measurement, and Evaluation
    1. Central Themes
    2. Introduction
    3. Research Sources and Methods
    4. Measurement and Evaluation
    5. Research Program Stages and Components
    6. Challenges in International Research
    7. Discussion Questions
    8. Class Activity
    9. References
  4. 3 Role of National Culture and Subcultures
    1. Central Themes
    2. Introduction
    3. National Culture and Its Implications for Public Relations Practice
    4. Cultural Belief Systems and Their Influence on Organizational Culture
    5. Cultural Theories and Concepts
    6. Cross‐cultural Management and Training
    7. Conclusion
    8. Discussion Questions
    9. Class Activity
    10. References
  5. 4 Professionalism and Ethical Reasoning
    1. Central Themes
    2. Introduction
    3. What Defines a Profession?
    4. Professionalization in Global Public Relations
    5. The State of the Profession Across the Globe
    6. Licensing or Accreditation?
    7. Why Are Ethics in the Profession Important?
    8. Code of Ethics for the Practice
    9. Corporate Transparency
    10. Discussion Questions
    11. Class Activity
    12. References
  6. 5 Transnational Corporations and Global Public Relations Agencies
    1. Central Themes
    2. Introduction
    3. What Are Transnational Corporations?
    4. Global Public Relations Agencies
    5. Discussion Questions
    6. Class Activity
    7. References
  7. 6 Nongovernmental Organizations (NGOs), Multilateral Organizations (MOs), and Activist Networks
    1. Central Themes
    2. Introduction
    3. Strategies and Tactics of NGOs, MOs, and Activist Networks
    4. Discussion Questions
    5. Class Activity
    6. References
  8. 7 Coordination and Control, Standardization and Localization
    1. Central Themes
    2. Introduction
    3. Coordination and Control
    4. Standardization and Localization
    5. Discussion Questions
    6. Class Activity
    7. References
  9. 8 Cross‐national Conflict Shifting
    1. Central Themes
    2. Introduction
    3. Definition of CNCS and Major Components
    4. Conclusion
    5. Discussion Questions
    6. Class Activity
    7. References
  10. 9 Corporate Social Responsibility, Sustainability, and Multisector Partnerships
    1. Central Themes
    2. Introduction
    3. Scope of CSR Across Borders
    4. The Role of a Strategic Participatory Communication Process in Facilitating the Dimensions of MSP
    5. Factors Impacting the Development, Implementation, and Evaluation of MSP Communications Policies and Plans
    6. Making Inferences from Real‐World International MSPs
    7. Discussion Questions
    8. Class Activity
    9. References
  11. 10 Employee Communication and Global Teams
    1. Central Themes
    2. Introduction
    3. What Is Employee Communications?
    4. How Do Global Teams Work?
    5. Virtual Communications in Global Teams
    6. Recommendations for Improving Global Teams and Employee Communications
    7. Discussion Questions
    8. Class Activity
    9. References
  12. 11 Technology, Social Media, and Big Data
    1. Central Themes
    2. Introduction
    3. The Rise of the Internet: From Dial‐Up to Broadband
    4. The Growth of Social Media
    5. The Reach of Social Media
    6. Big Data and Analytics in Public Relations
    7. Discussion Questions
    8. Class Activity
    9. References
  13. 12 Public Diplomacy and Corporate Foreign Policy in Government Institutions and Agencies
    1. Central Themes
    2. Introduction
    3. Public Diplomacy and Corporate Diplomacy as Global Public Relations Practices
    4. Dimensions of Public Diplomacy
    5. The Shift of Influence: From Country Power to Corporate Power
    6. Engaging Stakeholders in Corporate Diplomacy
    7. Discussion Questions
    8. Class Activity
    9. References
  14. Index
  15. End User License Agreement
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