International Communications Strategy - by Silvia Cambié & Yang-May Ooi (Hardcover)

About the Book

Providing information on alternative communication approaches as well as cross-cultural case-studies and examples, this volume give readers points of reference and ideas to use every time they are asked to provide strategic communication guidance to senior management or clients.

Book Synopsis

International Communications Strategy is about the cross-cultural challenges currently facing PR practitioners. Offshoring, globalisation and the rise of China and India have been triggering unprecedented change in the communication sector.

New channels of global communications are also being opened up by social media tools, bringing different cultures across the world together instantaneously online. Understanding cross-cultural aspects of PR includes understanding the culture of different societies, online culture itself and cross-border uses of social media.

Communication is seen less and less as an operational function. While in the past organizations seemed to need communication practitioners only for colourful brochures and press releases, you are now expected to provide strategic advice and help senior executives to engage effectively with stakeholders in various parts of the world. At the same time, you are required to be knowledgeable about social media and internet cultures and to be able to link on-line and off-line PR work successfully.

By providing information on alternative approaches as well as containing cross-cultural case-studies and examples, the book will give you points of reference and ideas that you will be able to use every time you are asked to provide strategic communication guidance to senior management/clients.

Review Quotes

"[A]n extremely useful resource for communicators who deal with the intercultural world and Web 2.0 on a regular basis." -- Communication Director

"[H]ighly recommended to public relations professionals looking to optimize their communications in today's competitive business environment." -- Library Journal

"[A] must-read for anyone who blogs or vlogs, and PR professionals who are morphing from service providers to business partners." - CNBC European Business

About the Author

Silvia Cambié is a cross-cultural communicator whose experience includes business journalism from Eastern Europe and professional communication for international trade associations.

Yang-May Ooi is a writer specialising in cross-cultural issues and social media. Her cross-cultural blog, Fusion View, has been featured on BBC Radio.