Between Mao and Milano: Extended Thoughts on an Interdisciplinary Theory of International Corporate Communication (Zwischen Mao und Milano: Erweiterte Ueberlegungen zu einer interdisziplinaeren Theorie internationaler Corporate Communication)

STRATEGISCH KOMMUNIZIEREN UND FÜHREN. PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UND INTERNATIONALE UNTERNEHMENSKOMMUNIKATION Langen, C., Sievert, H. & Bell, D., eds., 2nd ed., pp. 145-174, Gütersloh: Verlag Bertelsmann Stiftung, 2007

30 Pages Posted: 22 Nov 2007 Last revised: 11 Aug 2009

See all articles by Holger Sievert

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Date Written: 2007

Abstract

International corporate communication is becoming more and more important, bringing with it increased complexity. At management level in PR agencies, however, there is very little systematic knowledge regarding the topic. PR knowledge with integrated contributions from experts in various areas is still lacking. This article looks at the status quo, suggests an heuristic analysis grid and applies this to the example of media relations. It concludes with thoughts on future international corporate communication, and how to avoid specific problems.

Note: Downloadable document is in German.

Keywords: international, PR, communication

JEL Classification: M30, Z10

Suggested Citation

Sievert, Holger, Between Mao and Milano: Extended Thoughts on an Interdisciplinary Theory of International Corporate Communication (Zwischen Mao und Milano: Erweiterte Ueberlegungen zu einer interdisziplinaeren Theorie internationaler Corporate Communication) (2007). STRATEGISCH KOMMUNIZIEREN UND FÜHREN. PROFIL UND QUALIFIZIERUNG FÜR EINE TRANSPARENTE UND INTERNATIONALE UNTERNEHMENSKOMMUNIKATION Langen, C., Sievert, H. & Bell, D., eds., 2nd ed., pp. 145-174, Gütersloh: Verlag Bertelsmann Stiftung, 2007, Available at SSRN: https://ssrn.com/abstract=1031929

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
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Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

Churchill College
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Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

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