| Preface | |
| Acknowledgments | |
| The Challenges of International Public Relations | |
| In Search of an Identity: Defining Public Relations | |
| Myriad Forms of Public Relations | |
| Cultural Relationship Constructs | |
| International Public Relations Today | |
| Chapter Summary | |
| Opening Global Gateways | |
| Multinational Corporations: Global Opportunities and Problems | |
| National Image Cultivation | |
| Travel and Tourism | |
| Sports and International Goodwill | |
| Nonprofits and International NGOs | |
| Trade Associations | |
| Keys to Opening Global Gateways | |
| Chapter Summary | |
| Global Public Relations and the Circuit of Culture | |
| Language, Meaning, and Culture | |
| The Circuit of Culture Model | |
| Applying the Circuit of Culture to Practice | |
| Chapter Summary | |
| The Regulatory Environments of Global Public Relations Practice | |
| Notions of Regulation | |
| Shifting Politics, Evolving Public Relations | |
| The Agents of Blurring Boundaries | |
| Cultural Norms: The Hidden Regulators | |
| Regulating Global Public Relations Practice | |
| Chapter Summary | |
| Case Study: Smallpox Eradication Campaign | |
| International Power and Politics | |
| Bucking the Bureaucracy | |
| Adapting to Local Norms and Cultures | |
| Implications for International Practice | |
| The Face and Shape of Global Public Relations Campaigns Materials | |
| Representing Representation | |
| New Discourses Through Technology and Trade Shows | |
| The Representation of a Fast Food Superpower in Asia | |
| Paradise Found in the Galápagos Islands | |
| Of Representation and New Understandings | |
| Chapter Summary | |
| Case Study: Smallpox Eradication Campaign | |
| Government Relations | |
| Employee Relations: Creating a Global Army | |
| Movilizing Public Support for Eradication | |
| Media Relations | |
| Implications for International Practice | |
| Practicing Public Relations in a Global Environment | |
| Global Dimensions of Public Relations | |
| The Globalization of Public Relations and the Circuit of Culture | |
| The Internal-External Paradox Meets the Global-Local Nexus | |
| Negotiating Asymmetry | |
| Chapter Summary | |
| Case Study: Smallpox Eradication Campaign | |
| Technology and Production | |
| Campaign Strategies | |
| Managing a Global Workforce | |
| Implications for International Practice | |
| Consumption: Rethinking Publics and Practice | |
| The Moment of Consumption | |
| Public Relations Practice and Consumption | |
| The Challenges and Ambiguities of New Technology and Globalization | |
| Chapter Summary | |
| Case Study: Smallpox Eradication Campaign | |
| Smallpox Deified | |
| Cultural Factors Leading to Preferred or Negotiated Readings | |
| Cultural Factors Leading to Oppositional Readings | |
| Implications for International Practice | |
| Contested Identities, Shifting Publics in a Globalized World | |
| Constructing Identities | |
| Organizational Identities | |
| Defining National Identities | |
| Chapter Summary | |
| Case Study: Smallpox Eradication Campaign | |
| Negotiating National Versus International Identities | |
| First World Versus Third World Values | |
| Holy Warriors Versus the Enemy | |
| Creating Campaign Icons | |
| Implications for International Practice | |
| Capturing the Synergy of the Circuit: The Cultural-Economic Model | |
| Lessons From the Smallpox Eradication Campaign | |
| Needed: A New Model of International Public Relations Practice | |
| The Cultural-Economic Model of International Public Relations Practice | |
| Chapter Summary | |
| Circuiting the Globe: A Practice Matrix | |
| Assumptions of International Public Relations | |
| A Practice Matrix for International Public Relations | |
| Applying the Matrix | |
| Contributions of the Matrix | |
| Chapter Summary | |
| Ethical Considerations in Global Practice | |
| The Problem of Cultural Relativism | |
| Globalization and the Shift of Power | |
| Common Approaches to Public Relations Ethics | |
| New Ethical Approaches and Practitioners' Roles | |
| Chapter Summary | |
| The Future of International Public Relations Practice | |
| Implications for Practitioners Embracing the Cultural-Economic Model | |
| Where Do We Go From Here? | |
| Chapter Summary | |
| Bibliography | |
| Index | |
| About the Authors | |
| Table of Contents provided by Ingram. All Rights Reserved. |