Full Description
This book continues the groundbreaking work begun in Intercultural Public Relations: Theories for Managing Relationships and Conflicts with Strategic Publics (Routledge, 2018), by applying the theoretical framework of intercultural public relations to actual practice.
Practical public relations contexts examined by the contributing chapter authors—both scholars and practitioners—include corporations, government, military, healthcare, education, and activism. The book covers real-world situations, including the training of practitioners to become more interculturally competent, identifying and understanding publics or stakeholders with different cultural backgrounds and identities, building and maintaining relationships with these publics/stakeholders, and managing conflicts with them.
Offering practical guidance while examining both best practices and difficult challenges, this book is useful for public relations researchers, practitioners, and students as they explore how intercultural public relations contributes to organizational effectiveness and social change.
Contents
Part 1: Overview 1. Introduction 2. A Theoretical Framework of Intercultural Public Relations Part 2: Contexts of Practices Intercultural Public Relations in Corporations and Business 3. Pinpointing, Prioritizing, and Practicing Purpose 4. Unpacking the Meat Industry's COVID-19 Response 5. Building Relationship with the Public from Different Cultural Backgrounds on Social Media: A Case Study on Estée Lauder's Social Media Communication Strategies in the United States and China Intercultural Public Relations in Government and Military Public Affairs 6. When Black College Presidents Visit the White House:The Case of a Culture Clash in Crisis Management 7. Enhancing the Global Mindset in Military Public Affairs Intercultural Public Relations in Health Care 8. The Implications of Public Health Messaging Strategies: How Branding Disease May Improve Public Health Awareness in the Gulf Cooperation Council (GCC) Intercultural Public Relations in Education 9. Managing a Relational Triad during COVID-19: Strategic Management, Intercultural Competency, and Negotiation Savvy Intercultural Public Relations in Activism/Social Change 10. Exploring an Integrated Approach to Understanding and Communicating with Publics for Activist Organizations: Black Liberation Movement Part 3: From Theory to Practice 11. Intercultural Communication Competence in the Moral Circle: Learning from Research and Practice 13. Conclusion
