• Summary
  • Contents
  • Subject index

International Public Relations: Negotiating Culture, Identity, and Power offers the first critical-cultural approach to international public relations theory and practice. Authors Patricia A. Curtin and T. Kenn Gaither introduce students to a cultural-economic model and accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates. offers the first critical-cultural approach to international public relations theory and practice. Authors Patricia A. Curtin and T. Kenn Gaither introduce students to a cultural-economic model and accompanying practice matrix that explain public relations techniques and practices in a variety of regulatory, political, and cultural climates.

Opening Global Gateways
Opening global gateways

I was struck by the thought that although I was advising a banana company, I was actually fighting in the cold war.

—Edward L. Bernays, on his work for the United Fruit Company in the early 1950s (1965, p. 766)

As a communicative process, public relations constitutes certain forms of representation. These forms of representation comprise innumerable texts, more commonly known as public relations tactics. Embedded in each tactic is a multitude of symbols that are both visual and verbal, spoken and unspoken, visible and invisible. How these texts are chosen and how the symbols are interpreted are influenced by culture, making it the glue in the process of meaning creation. When practitioners are formulating a public relations campaign, for example, they're ...

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