July 2019
Beginner
272 pages
8h 17m
English
Keywords
global efficiency; multicultural; polycentric; standardization; localization; coordination control
The advent of globalization has made it imperative to comprehend strategic and tactical public relations choices from a global perspective. Global and multicultural public relations can be best understood as the strategies employed by organizations in any environment in order to engage in effective two‐way communication with stakeholders in an effort to build enduring symbiotic relationships. These environments are no longer isolated from one another, meaning the influence an organization has on its stakeholders at home (where it is headquartered) ...