Beauty is in the eye of the beholder: public relations and multinational corporations
Xi LiuTsinghua University, China
INTRODUCTION
The public relations methods applied in different countries and practitioner awareness of national specifics in cross-border practice have been the two major concerns in studies on international public relations (see Sallot et al. 2003 for a detailed review). Following this research agenda, the scholarship in the field seems to have become a mere extension of Western knowledge on public relations in general. On the one hand, profession specific expertise is given the same central importance with respect to the...