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International public relations: A theoretical approach to excellence based on a worldwide Delphi study.

机译：国际公共关系：基于全球Delphi研究的卓越理论方法。

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摘要

International public relations is one of the fastest growing areas in the public relations field. With 40,000 transnational organizations in operation, and with the myriad complexities of the international arena, there never has been a greater need for public relations practitioners who understand cultures, political systems, media, and other factors that affect these organizations. And more and more organizations and practitioners now are jumping into international public relations.;Despite the rapid growth, there are no adequate guides for those who practice internationally. Most articles on international public relations are anecdotal and offer little theoretical understanding of how to effectively practice. The few theoretical examinations mostly compare public relations from one country to the next. Virtually no one has examined the pertinent influences and necessary elements of an effective public relations program in a transnational organization.;The purpose of this study was to gather theories and principles that could apply to international public relations and, by exposing them to a global panel of scholars and practitioners, to create a theoretical framework for practice and research in this expanding field. The study generated fourteen propositions from related disciplines about what constitutes effective international practice. The literature implied that effective practice would balance global imperatives with factors that affect local implementation. The study thus distinguished between generic propositions, or those that may be universal, and specific propositions, or the cultures, political systems, and other factors that influence local practice. To determine if certain principles were indeed universal, and also to examine the specific influences, the propositions were "tested" through a Delphi panel of public relations experts from eighteen different countries.;The results of the study indicated that the generic variables can be universally applied. The study also verified the influence of culture, language, political systems, development, the media, and activism on local and global strategies. International public relations was seen as different from domestic public relations in its increased complexities. The two-way symmetrical model of communication was accepted as the normative basis for effective public relations, and was viewed as more important for multinational entities than for exclusively domestic organizations.
机译：国际公共关系是公共关系领域中发展最快的领域之一。有40,000个跨国组织在运作，并且国际舞台无数复杂，对了解这些文化，政治制度，媒体和其他影响这些组织的因素的公关从业人员的需求从未如此迫切。现在，越来越多的组织和从业者正在进入国际公共关系。尽管快速增长，但没有足够的指南供那些从事国际实践的人使用。关于国际公共关系的大多数文章都是轶事，对如何有效实践几乎没有理论上的理解。很少有理论考试可以比较一个国家和另一个国家的公共关系。几乎没有人研究过跨国组织中有效的公共关系计划的相关影响和必要的因素。这项研究的目的是收集可应用于国际公共关系的理论和原则，并将它们暴露给全球专家组的学者和从业者，为这一不断发展的领域的实践和研究创建理论框架。该研究从相关学科中提出了十四条关于什么构成有效国际惯例的主张。文献暗示，有效的实践将使全球当务之急与影响当地实施的因素保持平衡。因此，本研究将一般性命题或可能是普遍性命题与特定命题或文化，政治制度以及其他影响当地实践的因素区分开来。为了确定某些原则是否确实具有普遍性，并检查具体影响，通过来自18个不同国家的公共关系专家的Delphi小组对“命题”进行了“测试”。研究结果表明，通用变量可以普遍存在应用。该研究还证实了文化，语言，政治制度，发展，媒体和行动主义对地方和全球战略的影响。人们认为国际公共关系与国内公共关系的复杂性有所增加。双向对称的交流模型被认为是有效公共关系的规范基础，并且被认为对跨国实体比对专门的国内组织更重要。

著录项

  • 作者

    Wakefield, Robert Irwin.;

  • 作者单位

    University of Maryland, College Park.;

  • 授予单位 University of Maryland, College Park.;
  • 学科 Mass Communications.;Business Administration Management.;Political Science International Law and Relations.
  • 学位 Ph.D.
  • 年度 1997
  • 页码 390 p.
  • 总页数 390
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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