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

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

by Silvia Cambié, Yang-May Ooi
 

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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

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.

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

Product Details

ISBN-13:
9780749458270
Publisher:
Kogan Page, Ltd.
Publication date:
07/03/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
240
File size:
532 KB

Meet the Author

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

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