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