Beauty is in the eye of the beholder: public relations and multinational corporations

This study investigates the internal ideational foundation underlying the host country public relations of multinational corporations by explicating the thinking of various public relations actors about what counts as good public relations work.

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...

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