International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media

Overview

Social media have opened new channels of international communication, allowing communities across the world to come together instantaneously. 

International Communications Strategy is about the opportunities and challenges this situation creates for PR practitioners.  Effective cross-cultural communication requires knowledge of social media as well as an understanding of online and offline cultures.  Moreover, communication practitioners are now expected to ...

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International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media

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Overview

Social media have opened new channels of international communication, allowing communities across the world to come together instantaneously. 

International Communications Strategy is about the opportunities and challenges this situation creates for PR practitioners.  Effective cross-cultural communication requires knowledge of social media as well as an understanding of online and offline cultures.  Moreover, communication practitioners are now expected to provide strategic advice and help executives engage with stakeholders in various parts of the world.

Containing case studies of cross-cultural communication as well as information on alternative communication approaches, this book prepares practitioners to give strategic communication guidance to senior management or clients.

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Editorial Reviews

From the Publisher

"[H]ighly recommended to public relations professionals looking to optimize their communications in today's competitive business environment." -- Library Journal

"[A] must-read for anyone who blogs or vlogs, and PR professionals who are morphing from service providers to business partners." - CNBC European Business

"[A]n extremely useful resource for communicators who deal with the intercultural world and Web 2.0 on a regular basis." -- Communication Director

Library Journal
The authors, who are experts in the social media and cross-cultural PR fields, here describe how globalization and the Internet have transformed PR, outlining best practices and providing strategic advice for communicating successfully internationally. Using a variety of techniques, they explain, businesses can reach new online audiences and create new marketplaces. The 11 comprehensive chapters include topics such as leadership communication styles, corporate social responsibility, the building of authenticity and trust, and the rethinking of PR functions. Many case studies that describe the efforts of worldwide firms, especially of companies in emerging economies, are integrated into the text, which also covers popular social networking tools like Twitter and Facebook. The last chapter deals with the "next frontier" of technologies beyond multimedia and discusses streaming video, podcasting, virtual worlds, and mobile communications. VERDICT This book is highly recommended to public relations professionals looking to optimize their communications in today's competitive business environment.—Caroline Geck, Newark Public Schs., NJ
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Product Details

  • ISBN-13: 9780749453299
  • Publisher: Kogan Page, Ltd.
  • Publication date: 8/28/2009
  • Pages: 256
  • Sales rank: 1,178,725
  • Product dimensions: 6.00 (w) x 9.40 (h) x 1.00 (d)

Meet the Author

Silvia Cambié is a cross-cultural communicator and journalist, and advises clients on strategic communication, stakeholder relations and social media.

Yang-May Ooi is a writer specializing in cross-cultural issues and social media. Her cross-cultural blog, Fusion View, has been featured on BBC Radio.

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Table of Contents

Part 1   International communications

1.         The world we live in  

2.         Rethinking public relations    

3.         The global language of corporate social responsibility          

4.         The dawn of leadership communication        

5.         The day after  

Part 2   The role of social media in international communications

6.         The cultural landscape of social media          

7.         Social media as a part of life  

8.         Authenticity and trust

9.         Connecting communities       

10.       Encouraging new forms of expression           

11.       The next frontier: multimedia and beyond

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