The importance of culture in global public relations
The importance of culture in global public relations

Summary/Abstract: PR is changing. International communication, both external and internal, is becoming increasingly important. Can cross cultural differences thwart PR campaign plans? Is it therefore crucial that PR practitioners incorporate a cross cultural competence and global thinking approach? With the growth of international business, PR have become more complex. Public relations functions therefore become far more challenging. What is the role o culture in PR in the XXI century?

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