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Globalisation and public relations: An overview looking into the future

Keywords: public relations , globalisation , global public relations

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Abstract:

Public relations scholarship is young and evolving. Rapid globalisation has created new opportunities and challenges as well to public relations practice. In turn, public relations education and scholarship has had to adapt and grow quickly from its ethnocentric roots to become more diverse – a process still underway. This essay chronicles the development of the body of knowledge of global public relations broadly defining “culture” with a view to the future.

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