Various organizational, departmental, and interdepartmental factors influence how an educational institution practices public relations. These factors may enable or hinder the ways in which communication practitioners build and maintain relationships with the media. Higher education institutions are especially in need of public relations efforts.…

Provides a theory-based, strategic framework to facilitate relationship-building with publics through the World Wide Web. Contends that strategic communication on the Web can benefit from a consideration of dialogic communication. Offers dialogic communication as a theoretical framework to guide relationship-building between organizations and…

Explains the concept of dialogue in order to reduce the ambiguity that surrounds the use of the term. Seeks to make the concept of dialogue more accessible for scholars and practitioners interested in relationship building. Traces the roots of dialogue, identifies several over-arching tenets, and provides three ways that organizations can…

Surveys 200 public relations practitioners and investigates whether the type of writing and over-all time spent writing vary with years of experience. Finds that higher levels of writing efficiency come with writing experience, and shows that female practitioners spend a higher percentage of their workday on writing tasks than do their male…

A pilot study internationalized an existing set of four models of public relations and field tested an instrument that represents a cultural approach to public relations practice. The instrument is based on a combination and extension of G. Hofstede's views of culture as mental programs comprised of values about power, distance, uncertainty…

Examines the role of culture as a key variable in public relations research and practice. Finds (1) American practitioners continue to practice one-way models of public relations; and (2) public relations practitioners who have collectivistic values tend to practice two-way models of public relations. Discusses implications for theory and…

Explores cultural variability, especially uncertainty avoidance and power distance, and examines how it affects public response to crisis. Presents an analysis of the national cultures of six European countries that showed that publics who live in nations that are high in uncertainty avoidance and power distance tend to react more strongly, and…

Explores assumptions underlying Malaysia's and the United States' public-relations practice. Finds many assumptions guiding Western theories and practices are not applicable to other countries. Examines the assumption that the practice of public relations targets a variety of key organizational publics. Advances international public-relations…

Discusses broadening public relations to an international level by incorporating the topics of culture, international practices, and culturally sensitive theory development. Discusses rationale, design, and execution of an undergraduate course in international public relations. Suggests ways to incorporate assignments addressing international…