Global and multicultural public relations / Juan-Carlos Molleda and Sarab Kochhar

Includes bibliographical references and index.

1.Introduction and overview of global and multicultural public relations -- 2.Resarch, measurement and evaluation -- 3.Role of national culture and subcultures -- 4.Professionalism and ethical reasoning -- 5.Transnational corporations and global public relations agencies -- 6.Nongovernmental organizations (NGOs), multilateral organizations (MOs) and activist networks -- 7.Coordination and control, standardization and localization -- 8.Cross-national conflict-shifting: how to manage transnational crises -- 9.Corporate social responsibility, sustainability and multisector partnerships -- 10.Employee communication and global teams -- 11.Technology, social media and big data -- 12.Public diplomacy and corporate foreign policy in government institutions and agencies.

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. 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.