The importance of culture in global public relations
The importance of culture in global public relations
Author(s): Michał ChmieleckiSubject(s): Social Sciences, Economy, Business Economy / Management, Marketing / Advertising
Published by: Społeczna Akademia Nauk
Summary/Abstract: PR is changing. International communication, both external and internal, is becoming increasingly important. Can cross cultural differences thwart PR campaign plans? Is it therefore crucial that PR practitioners incorporate a cross cultural competence and global thinking approach? With the growth of international business, PR have become more complex. Public relations functions therefore become far more challenging. What is the role o culture in PR in the XXI century?
Journal: Journal of Intercultural Management
- Issue Year: 3/2011
- Issue No: 2
- Page Range: 229-240
- Page Count: 12
- Language: English