(DOWNLOAD) "An Analysis of Consumer Generated Media's Application in Multicultural Public Relations Practice (Report)" by China Media Research " eBook PDF Kindle ePub Free
eBook details
- Title: An Analysis of Consumer Generated Media's Application in Multicultural Public Relations Practice (Report)
- Author : China Media Research
- Release Date : January 01, 2009
- Genre: Language Arts & Disciplines,Books,Professional & Technical,Education,
- Pages : * pages
- Size : 234 KB
Description
Introduction Due to the process of globalization and internationalization, the practices of public relations have become more and more internationalized. International public relations is defined as "the planned and organized effort of a company, institution, or government to establish mutually beneficial relations with the publics of other nations" (Wilcox, Ault & Agee, 1989, p.395). Newsom, Turk and Kruckeberg (2000) explain that "The globalization of news media, the unification of the world's economy and the emergence of multinational companies have helped expand this area of public relations. International PR is not limited to businesses, however, because many nonprofit organizations and associations are international in scope" (p.15). Therefore, understanding public relations practices in the global context is very important for both scholars and practitioners (Wu & Baah-Boakye, 2007). Furthermore, FitzGerald and Spagnolia (1999) note that globalization will create a need for more multilingual practitioners and a greater sensitivity to cultural differences.