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| Preface | |
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| Acknowledgments | |
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| The Challenges of International Public Relations | |
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| In Search of an Identity: Defining Public Relations | |
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| Myriad Forms of Public Relations | |
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| Cultural Relationship Constructs | |
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| International Public Relations Today | |
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| Chapter Summary | |
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| Opening Global Gateways | |
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| Multinational Corporations: Global Opportunities and Problems | |
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| National Image Cultivation | |
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| Travel and Tourism | |
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| Sports and International Goodwill | |
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| Nonprofits and International NGOs | |
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| Trade Associations | |
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| Keys to Opening Global Gateways | |
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| Chapter Summary | |
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| Global Public Relations and the Circuit of Culture | |
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| Language, Meaning, and Culture | |
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| The Circuit of Culture Model | |
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| Applying the Circuit of Culture to Practice | |
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| Chapter Summary | |
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| The Regulatory Environments of Global Public Relations Practice | |
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| Notions of Regulation | |
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| Shifting Politics, Evolving Public Relations | |
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| The Agents of Blurring Boundaries | |
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| Cultural Norms: The Hidden Regulators | |
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| Regulating Global Public Relations Practice | |
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| Chapter Summary | |
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| Case Study: Smallpox Eradication Campaign | |
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| International Power and Politics | |
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| Bucking the Bureaucracy | |
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| Adapting to Local Norms and Cultures | |
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| Implications for International Practice | |
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| The Face and Shape of Global Public Relations Campaigns Materials | |
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| Representing Representation | |
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| New Discourses Through Technology and Trade Shows | |
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| The Representation of a Fast Food Superpower in Asia | |
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| Paradise Found in the Gal�pagos Islands | |
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| Of Representation and New Understandings | |
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| Chapter Summary | |
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| Case Study: Smallpox Eradication Campaign | |
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| Government Relations | |
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| Employee Relations: Creating a Global Army | |
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| Movilizing Public Support for Eradication | |
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| Media Relations | |
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| Implications for International Practice | |
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| Practicing Public Relations in a Global Environment | |
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| Global Dimensions of Public Relations | |
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| The Globalization of Public Relations and the Circuit of Culture | |
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| The Internal-External Paradox Meets the Global-Local Nexus | |
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| Negotiating Asymmetry | |
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| Chapter Summary | |
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| Case Study: Smallpox Eradication Campaign | |
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| Technology and Production | |
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| Campaign Strategies | |
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| Managing a Global Workforce | |
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| Implications for International Practice | |
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| Consumption: Rethinking Publics and Practice | |
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| The Moment of Consumption | |
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| Public Relations Practice and Consumption | |
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| The Challenges and Ambiguities of New Technology and Globalization | |
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| Chapter Summary | |
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| Case Study: Smallpox Eradication Campaign | |
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| Smallpox Deified | |
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| Cultural Factors Leading to Preferred or Negotiated Readings | |
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| Cultural Factors Leading to Oppositional Readings | |
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| Implications for International Practice | |
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| Contested Identities, Shifting Publics in a Globalized World | |
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| Constructing Identities | |
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| Organizational Identities | |
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| Defining National Identities | |
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| Chapter Summary | |
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| Case Study: Smallpox Eradication Campaign | |
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| Negotiating National Versus International Identities | |
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| First World Versus Third World Values | |
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| Holy Warriors Versus the Enemy | |
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| Creating Campaign Icons | |
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| Implications for International Practice | |
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| Capturing the Synergy of the Circuit: The Cultural-Economic Model | |
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| Lessons From the Smallpox Eradication Campaign | |
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| Needed: A New Model of International Public Relations Practice | |
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| The Cultural-Economic Model of International Public Relations Practice | |
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| Chapter Summary | |
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| Circuiting the Globe: A Practice Matrix | |
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| Assumptions of International Public Relations | |
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| A Practice Matrix for International Public Relations | |
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| Applying the Matrix | |
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| Contributions of the Matrix | |
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| Chapter Summary | |
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| Ethical Considerations in Global Practice | |
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| The Problem of Cultural Relativism | |
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| Globalization and the Shift of Power | |
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| Common Approaches to Public Relations Ethics | |
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| New Ethical Approaches and Practitioners' Roles | |
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| Chapter Summary | |
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| The Future of International Public Relations Practice | |
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| Implications for Practitioners Embracing the Cultural-Economic Model | |
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| Where Do We Go From Here? | |
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| Chapter Summary | |
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| Bibliography | |
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| Index | |
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| About the Authors | |