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Innovation and Best Practice
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Established 1967



International Communications Strategy

International Communications Strategy

Developments in Cross-Cultural Communications, PR and Social Media

Silvia Cambié, Yang-May Ooi

£30.00

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.

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About the book

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.


Table Of Contents

  • Section - ONE: International communications;
    • Chapter - 01: The world we live in;
    • Chapter - 02: Rethinking public relations;
    • Chapter - 03: The global language of corporate social responsibility;
    • Chapter - 04: The dawn of leadership communication;
    • Chapter - 05: The day after;
  • Section - TWO: The role of social media in international communications;
    • Chapter - 06: The cultural landscape of social media;
    • Chapter - 07: Social media as a part of life;
    • Chapter - 08: Authenticity and trust;
    • Chapter - 09: Connecting communities;
    • Chapter - 10: Encouraging new forms of expression;
    • Chapter - 11: The next frontier: Multimedia and beyond


Book Details

  • EAN: 9780749453299
  • Edition: 1
  • Published: 3rd July 2009
  • Hardback
  • Dimensions: 234x156
  • 240 pages

About 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


Yang-May Ooi