EAN: 9783631760918

INTERNATIONAL PUBLIC RELATIONS GEBUNDEN

Today  globalisation 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 Marshall 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. In this volume  the authors define public relations through an
international perspective within the context of both theory and practice. Consisting of fifteen
sections  the book describes what intra- and extra-organisational public relation theories and
practices correspond to in the present day.

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