International PR and Cross Cultural Communication

Course Code: PBRL 4505

Academic Year: 2020-2021

This course helps prepare students to communicate effectively with diverse cultural groups, including groups defined by ethnic origin, religion, gender, age, sexual orientation and ability. Successful techniques for cross-cultural communication in managing staff, working in teams, engaging employees and communicating with publics are developed and analyzed; and best practices in diversity communication in corporate, not-for-profit and government environments are assessed. Correspondingly, this course focuses on defining international public relations and investigates major trends, issues and best practices in the field. It analyzes the drivers of the globalization of PR practice and the influence of political, economic, social, technological and cultural factors in shaping international PR practices. Common themes and challenges that cut across geographies and cultures, as well as country- and region- specific differentiators are examined. The course gives students a strategic overview of international PR operations and reviews critical success factors in effectively planning, executing and evaluating global PR initiatives within multinational corporations and non-governmental organizations (NGOs), as well as international PR agencies.