International Communications Strategy

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 - this new title helps you to do that.

International Communications Strategy is about the cross-cultural challenges currently facing business communicators and PR practitioners. The rise of emerging-market multinationals, China and India and offshoring are transforming the communication sector beyond recognition.

New channels of global communication are also being opened by the interactive web, bringing different communities across the world together instantaneously online and creating new audiences. Understanding cross-cultural aspects of communication includes understanding online and offline cultures and the global uses of social media.

The focus of the communication profession is shifting from content creation to relationship management of the study of social ecosystems. While in the past corporations seemed to need communicators only for colourful brochures and press releases, they now expect them to provide strategic advice and help senior executives to engage effectively with stakeholders in different parts of the world. At the same time, they are required to be knowledgeable about social media and internet audiences and to be able to link on-line and off-line communication work successfully.

By providing information on alternative approaches as well as containing hands-on case studies and best practices, 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.