Global and Multicultural Public Relations

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John Wiley & Sons, Jul 30, 2019 - Business & Economics - 272 pages

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  • Focuses on global public relations rather than outdated nation-centered models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.


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Introduction and Overview of Global and Multicultural Public
Research Measurement and Evaluation
Role of National Culture and Subcultures
Professionalism and Ethical Reasoning
Transnational Corporations and Global Public Relations
Nongovernmental Organizations NGOs Multilateral
Coordination and Control Standardization and Localization
How to Manage Transnational
Corporate Social Responsibility Sustainability and Multisector
Employee Communication and Global Teams
Technology Social Media and Big Data
Public Diplomacy and Corporate Foreign Policy in Government

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About the author (2019)

JUAN-CARLOS MOLLEDA, PHD, is Edwin L. Artzt Dean and Professor, School of Journalism and Communication, University of Oregon.

SARAB KOCHHAR, PHD, is Director of Communication Insights and Analytics, Kaiser Permanente.

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