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Focuses on global public relations rather than outdated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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