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

Publication subTitle ：Developments in Cross-Cultural Communications, PR and Social Media

Author： Cambié Silvia; Ooi Yang-May

Publisher： Kogan Page Ltd‎

Publication year： 2009

E-ISBN: 9780749458270

P-ISBN(Paperback): 9780749453299

Subject： F2 Economic Planning and Management

Keyword：经济计划与管理,贸易经济

Language： ENG

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Description

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.

Chapter

Preface

Acknowledgements

Part 1 International communications

Chapter 1 The world we live in

China’s global role

Courting the fledgling consumer

A new type of multinational

Not what it used to be

The ‘most unappreciated growth story’

The upside of global warming

Gearing up for the new era

Notes

Chapter 2 Rethinking public relations

Becoming part of the story

It’s all about lemons

A two-way communication

Coming of age

New tools

The middle way

Instigating change

The other side of the coin

Fine-tuning the message

Notes

Chapter 3 The global language of corporate social responsibility

India: The soda controversy

China: Mounting pressure

Brazil: The future of biodiversity

South Africa: Helping a country to surface

CSR starts at home

Going local

‘Entering a danger zone’

Repositioning CSR

Notes

Chapter 4 The dawn of leadership communication

Generation Y

Cultural intelligence

Integrative thinking

The ‘dance’ between cultures

Welcoming ambiguity

‘Keep repeating’

Send me an angel

Mentoring across cultures

The spirit of international networks

Desperately looking for a new leadership style

Notes

Chapter 5 The day after

Social business: A new equilibrium

The ‘social entrepreneurial version of Google'

Notes

Part 2 The role of social media in international communications

Chapter 6 The cultural landscape of social media

The present

A brief history

The need for speed

The rise of social media

Notes

Chapter 7 Social media as a part of life

Shopping

Millennials

The third age

News and politics

Celebrity through personal expression

Is a social media strategy part of your business life?

Notes

Chapter 8 Authenticity and trust

Who can you trust?

Being one of us

The Goliath problem

Inauthenticity

Fictitious blogs

Authentic voices

South Africa: Joining the conversation

Malaysia: The bloggers decide

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

Notes

Chapter 9 Connecting communities

The tsunami blog

Work

Home sweet home

Health

Gay, transgendered and intersexed

A cautionary tale

Notes

Chapter 10 Encouraging new forms of expression

Immediacy

Mobilization

Speed

Notes

Chapter 11 The next frontier

Video

Podcasting

Virtual worlds

Mobile communications

What next?

Notes

Conclusions

Index

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