haku: @author Valentini, C. / yhteensä: 3
viite: 3 / 3
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| Tekijä: | Valentini, C. |
| Otsikko: | Global versus cultural approaches in public relationship management: the case of the European Union |
| Lehti: | Journal of communication management
2007 : VOL. 11:2, p. 117-133 |
| Asiasana: | public relations globalization culture European Union |
| Kieli: | eng |
| Tiivistelmä: | This paper aims to present and compare two approaches, that is, the global and the cultural (here as: cult.) one, to public relationship (as: r-ship./r-ships.) management. It is also aimed to argue by reference to different cases, why the cult. approach can be considered more effective in establishing good r-ships. in different national (as: natl.) cult. contexts. Presented are cases in the European context to show that a cult. approach provides better interpretations of human behaviour in different natl. contexts and thus better understanding of organisations' publics. It is argued, that the idea of a global public in public r-ship. management does not work in different natl. cult. contexts, while the traditional cult. approach can work in situations characterised by diversity in values, interests and principles. |
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