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
Date Written: 2007
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: Suggested Citation
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On the Practical Use of Theoretical Intercultural Differentiation: The 'International Communication Dashboard' in Real Use in Product PR (Vom praktischen Nutzen theoretischer interkultureller Differenzierung: Das 'International Communication Dashboard' in der konkreten Anwendung bei Produkt-PR)