The importance of culture in global public relations
Journal Title: Journal of Intercultural Management - Year 2011, Vol 3, Issue 2
Abstract
PR is changing. International communication, both external and internal, is becomingincreasingly important. Can cross cultural differences thwart PR campaign plans? Isit therefore crucial that PR practitioners incorporate a cross cultural competence andglobal thinking approach? With the growth of international business, PR have becomemore complex. Public relations functions therefore become far more challenging. Whatis the role o culture in PR in the XXI century?
Authors and Affiliations
Michał Chmielecki
Keywords
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