Cross-Cultural Public Relations: A Review of Existing Models With Suggestions for a Post-Industrial Public Relations Pyramid

Abstract

Public relations is impacted by globalism, prompting new models of public relations adapted to specific cultures. In this treatise, the author reviews current models constructed by U.S. scholars and those practicing internationally, and offers suggestions for a cross-cultural, overbridging approach to managing organization-public relationships entitled the “Post-Industrial Public Relations Pyramid.” The theoretical framework for the presentation is that of relationship management, the perspective that sees the study, teaching, and practice of public relations flourishing when practices generate benefit for both organizations and their interacting publics.

KEYWORDS:

• cross-cultural
• Ledingham Post-Industrial Public Relations Pyramid
• management
• models
• public relations
• relationship mangement
• theory