International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media [NOOK Book]

Overview

International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online ...
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International Communications Strategy: Developments in Cross-Cultural Communications, PR and Social Media

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Overview

International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector. New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media. Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully. By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.
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Editorial Reviews

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
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

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Product Details

  • ISBN-13: 9780749458270
  • Publisher: Kogan Page, Ltd.
  • Publication date: 7/3/2009
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 240
  • File size: 520 KB

Meet the Author

Silvia Cambie is a cross-cultural communicator whose experience includes business journalism from Eastern Europe and professional communication for international trade associations. Yang-May Ooi is a writer specialising 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

About the authors xi

Preface xiii

Acknowledgements xv

Part 1 International communications 1

1 The world we live in 3

China's global role 4

Courting the fledgling consumer 5

A new type of multinational 7

Not what it used to be 9

The 'most unappreciated growth story' 11

The upside of global warming 11

Gearing up for the new era 13

Notes 16

2 Rethinking public relations 19

Becoming part of the story 20

It's all about lemons 22

A two-way communication 24

Coming of age 26

New tools 27

The middle way 28

Instigating change 31

The other side of the coin 32

Fine-tuning the message 34

Notes 35

3 The global language of corporate social responsibility 39

India: The soda controversy 41

China: Mounting pressure 43

Brazil: The future of biodiversity 48

South Africa: Helping a country to surface 51

CSR starts at home 52

Going local 55

'Entering a danger zone' 57

Repositioning CSR 59

Notes 60

4 The dawn of leadership communication 63

Generation Y 63

Cultural intelligence 65

Integrative thinking 67

The 'dance' between cultures 69

Welcoming ambiguity 70

'Keep repeating' 71

Send me an angel 73

Mentoring across cultures 75

The spirit of international networks 77

Desperately looking for a new leadership style 82

Notes 84

5 The day after 87

Social business: A new equilibrium 88

The 'social entrepreneurial version of Google' 91

Notes 96

Part 2 The role of social media in international communications 97

6 The cultural landscape of social media 99

The present 99

A brief history 100

The need for speed 102

The rise of social media 103

Notes 113

7 Social media as a part of life117

Shopping 117

Millennials 118

The third age 119

News and politics 121

Celebrity through personal expression 122

Is a social media strategy part of your business's life? 125

Notes 126

8 Authenticity and trust 129

Who can you trust? 129

Being one of us 131

The Goliath problem 134

Inauthenticity 137

Fictitious blogs 139

Authentic voices 141

South Africa: Joining the conversation 143

Malaysia: The bloggers decide 145

The USA: Land of the YouTube video and home of the bloggers 149

Notes 153

9 Connecting communities 159

The tsunami blog 159

Work 162

Home Sweet Home 165

Health 166

Gay, transgendered and intersexed 168

A cautionary tale 169

Notes 171

10 Encouraging new forms of expression 173

Immediacy 173

Mobilization 176

Speed 183

Notes 184

11 The next frontier: Multimedia and beyond 185

Video 186

Podcasting 189

Virtual worlds 191

Mobile communications 193

What next? 198

Notes 200

Conclusions 203

Index 213

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