Sinossi
Increasing emphasis is now placed upon the need for cultural awareness in business communication. This innovative book re-examines the nature of culture, diversity, public relations and communicative effectiveness. It establishes a broad-based and culture-sensitive theory of communication for public relations. It goes on to analyze the influence of different cultural perspectives on public relations practice in internal communication, community relations, communicating with activist audiences and international programmes. Going beyond traditional views of culture and multiculturalism to develop a core concept of stigmatized differences, this book provides clear, practical guidelines for understanding and communicating in multicultural settings.
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Contenuti
Culture, Diversity and Public Relations
A Theory for Multicultural Public Relations
Communicating with Multicultural Internal Publics
Multicultural Community Relations
Communicating with Multicultural Activists
Cultural Diversity in International Public Relations
The Future of Multicultural Public Relations
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