Global and Multicultural Public Relations

5Transnational Corporations and Global Public Relations Agencies

Keywords

transnational corporations; international business; trade; global agencies; global campaigns; home and host publics

Central Themes

• International trade has increased rapidly through the development of transportation and communications technologies and a multiplicity of free‐trade agreements among nations and regions.
• Transnational corporations (TNCs) and global public relations agencies are important players in international business and world affairs.
• TNCs need to consider the demands and expectations of a complex set of home and host publics.
• Corporations with a combination of internal departments and professionals and external agencies and outsourcing services manage public relations and communication practices.
• Large TNCs handle their internal communications and corporate affairs with their own public relations professionals, especially programs of employee and shareholder relations.
• Social media and owned, earned, and paid media are essential components of internal and external global and local programs and campaigns.

Introduction

International businesses dominate trade and commerce globally. The World Trade Organization provides databases and publications on the evolution of international trade over the years and its projected growth and impact in this century (WTO n.d.). International trade has sped up through the development of transportation and communications technologies, as well as a ...