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Sriramesh K., Vercic D. (eds.) The Global Public Relations Handbook. Theory, Research, and Practice PDF

Sriramesh K., Vercic D. (eds.) The Global Public Relations Handbook. Theory, Research, and Practice
Lawrence Erlbaum Associates, 2003. — 601 p.

Never has cross-cultural communication been so important to different types of organizations (such as governments, corporations, and non-governmental organizations) as it is today. Since the end of World War II, the United Nations and its specialized agencies, such as UNESCO, were the main practitioners of transnational communication, which was an integral part of how they fulfilled their respective missions. A few multinational corporations, mainly from the western world, also engaged in cross-cultural communication. However, in the past decade, cross-cultural communication has become an important focus for a larger number and a wider variety of organizations.
Even the most experienced organizations face challenges when they need to engage in cross-cultural communication, not least because the relationship between an organization and its environment is never static. UNESCO was created to be a permanent worldwide forum of intellectual and ethical exchange and a laboratory of ideas. In 2001, the 188 Member States decided to place all the activities of the current Medium-Term Strategy (2002–2007) under a unifying theme, namely: UNESCO contributing to peace and human development in an era of globalization through education, the sciences, culture and communication. The context of an ever-globalizing world requires UNESCO to keep its practice of cross-cultural communication under constant review, especially with a view to encouraging a spirit of knowledge-sharing, which is vital for building knowledge societies that are open, inclusive, and equitable.
And democratic. Press freedom, free speech, and the free flow of information are essential for democratic debate to take place.UNESCOis strongly committed to defending and promoting these values and principles.We believe that democratic debate needs to be nurtured and that all members of society—individual and institutional, public and private— can contribute to its cultivation. We recognize, moreover, that the new information and communication technologies (ICTs) have great potential to generate exciting opportunities for opening up avenues of exchange, debate, and discussion. At the same time, the exercise of democratic freedom implies certain responsibilities too. As the voices of organizations and groups pursuing their specific interests and ideas, professional communicators find themselves at the interface where institutional concerns and public responsibilities meet.
In an age when there is talk of an inevitable clash of civilizations, when ill-judged remarks can ignite the tinder-box of popular opinion, when the stereotyping and stigmatization of the other can suddenly destroy community relations built up over decades, there is a premium on intercultural dialog within and between societies. There is a corresponding need for sensitivity to these matters by organizations and individuals operating in multicultural, multi-faith, and multi-ethnic environments. The ethics and practice of public relations should be attuned to the new demands of the global situation. The code of practice of public relations, of course, must be a matter of professional self-regulation, but it is not difficult to see where particular emphasis might be placed—for example, respect for the views of others, the active cultivation of mutual understanding, developing the capacity to listen, and sensitivity to local cultures and community values. UNESCO would encourage public relations professionals to reflect increasingly on their practices in the perspective of intercultural dialog and communication. This Handbook, with contributions from 35 researchers and scholars hailing from 20 countries, is designed to help that process of reflection.
This publication should prove beneficial to public relations and communication professionals who need to operate in diverse regions of the world. Moreover, it should prove very useful to students and research scholars specializing in international public relations. Indeed, the Handbook is to be especially commended for its treatment of the international dimension of public relations, a dimension which highlights the vital importance of cultivating intercultural understanding and dialog. By discussing public relations practice not in isolation but as a function of the political, sociocultural, economic, media, and activist environment in which global organizations must operate, this volume points the way toward fresh approaches to public relations in this age of accelerating globalization.

A Theoretical Framework for Global Public Relations Research and Practice
Asia and Australasia
Public Relations in Mainland China: An Adolescent with Growing Pains
Sharing the Transformation: Public Relations and the UAE Come of Age
An Overview of Public Relations in Japan and the Self-Correction Concept
Becoming Professionals: A Portrait of Public Relations in Singapore
Professionalism and Diversification: The Evolution of Public Relations in South Korea
Public Relations in Australasia: Friendly Rivalry, Cultural Diversity, and Global Focus
Public Relations in South Africa: From Rhetoric to Reality
Public Relations in Egypt: Practices, Obstacles, and Potentials
From Literary Bureaus to a Modern Profession: The Development and Current Structure of Public Relations in Germany
Public Relations in the Polder: The Case of the Netherlands
Public Relations in Sweden: A Strong Presence Increasing in Importance
Public Relations in an Economy and Society in Transition: The Case of Poland
Public Relations in a Corporativist Country: The Case of Slovenia
The Development of Public Relations in Russia: A Geopolitical Approach
The Americas
Public Relations in the United States: A Generation of Maturation
Public Relations in Brazil: Practice and Education in a South American Context
Public Relations in Chile: Searching for Identity Amid Imported Models
International Public Relations: Key Dimensions and Actors
Transnational Public Relations by Foreign Governments
Public Information in the UNESCO: Toward a Strategic Role
Managing Sustainable Development in Sub-Saharan Africa: A Communication Ethic for the Global Corporation
Serving Public Relations Globally: The Agency Perspective
Public Relations of Movers and Shakers: Transnational Corporations
Nongovernmental Organizations and International Public Relations
The Missing Link: Multiculturalism and Public Relations Education
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