International Public Relations Serves as the Eyes, Ears, and the Voice of Multinational Corporations
Trade, direct foreign investment, political coalitions, worthy global causes, information flow, and social networking, among other phenomena, are increasing the complexity of these relationships dramatically.
Since its beginnings PR has developedin different ways in different countries, for instance commercial interests drove thedevelopment of PR in the United States. The public andlocal government in particular facilitated that of the British, whereas industrialization, newform of technology, emergence of new form of media, urbanization, increasing level ofliteracy, and changing political environment brought about the development in Germany tomention a few countries where PR is well established today (Tench & Yeomans, 2009, pp. 4,9-15). Culbertson and Ni (1996) along with educators and practitioners active in differentcountries devoted an entire book to comparing PR practices in different regions and countriessuggesting that there are still important variances in the use of PR.
Such interventions in the foreign policy process are often resented by the foreign policy establishments as intrusive. However, people diplomacy can serve as a corrective to the governments' narrow or nationalist objectives (Mandelbaum 1966; Hoffmann 1966). Economically, separate industries that had developed around each of these technologies are combining to service the new multimedia environment through a series of corporate mergers and alliances. Politically, global communication is undermining the traditional boundaries and sovereignties of nations. Direct Broadcast Satellite (DBS) is violating national borders by broadcasting foreign news, entertainment, educational, and advertising programs with impunity.
Tehranian, Katharine and Majid Tehranian. 1992. Restructuring for World Peace: On the Threshold of the 21st Century. Cresskill, NJ: Hampton Press.
Hoffmann, Stanley. 1996. "In Defense of Mother Teresa: Morality in Foreign Policy," Foreign Affairs, March/April.