• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

In today's multinational business and communications environment, an understanding of individual cultures is essential to effective functioning. In public relations theory, one of the most influential contributors to such understanding is Professor Geert Hofstede, a Dutch organisational anthropologist. In 1980, he published the results of a long-term survey into the attitudes and values of IBM workers in more than 70 countries, and this work continues to be expanded by researchers aiming to quantify the differences that exist between members of individual international cultures.

The original study identified four indices or dimensions to differentiate cultures.

Power distance – is the extent to which less powerful members of institutions or organisations accept that power and influence is distributed unequally in society.

Individualism – reflects the extent to which people ...

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