Global Public Relations Management: From an Agency Perspective

초록

This study explores how public relations professionals who work at public relations firms, especially those who are specialized in international public relations, work with global clients. It also examines how their practice coincides with the global theory of public relations, "generic principles and specific applications" in public relations. Whereas most theoretical principles are based on an organization’s perspective, this study attempts to explore the perceptions public relations practitioners and investigate issues surrounding the reality of public relations firms in international settings through the in-depth interviews with senior public relations professionals. The findings show that public relations professionals try to balance general principles and specific applications in their practice. However, their unique identity as consultants makes it difficult to follow all the principles; the relationship with clients as individuals plays an important role. The best approach to the practice of public relations in an international setting is the mixture of both the global and the local approach, or local implementation under a global consistency, with providing local practitioners latitude under clear guidelines and goals of clients.

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