Mehmet Umut Tuncer. International Public Relations: Practices and Approaches

Peter Lang. Berlin. 2018. — 280 p.
Dealing with public relations theories has a key role with regard to presenting
what these theories correspond to in reality. Because, today, globalization has
reached its peak not only due to economic integration, but also by the multiplier
effect stemmed from digital communication technologies. The concept
of “global village”, mentioned nearly half a century ago by Marchall McLuhan,
confronts us as actual reality. Of course, this approach creates radical impact on
all management practices.
Public relations is one of the management instruments, which is affected
most by the emergent change in approach within this context. Public relations,
as a management function that secures the management of relations between
the organization and its stakeholders, represents the organization beyond the
frontiers of the organization. For the same reason, it represents the trans-frontier
within the organization as well. It benefits from public relations practices when
performing these duties. Exactly for this reason, public relations practices are
expected to change shape by the influence of globalization processes. In this
book, specialized academics define public relations through an international
perspective within the context of both theory and practice. Consisting of fifteen
chapters, this fiction depicts what intra- and extra-organizational public relation
theories and practices correspond to in the present day.