0000000000850111
AUTHOR
Valérie Carayol
Communication and PR from a Cross-Cultural Standpoint
How should we approach cultural diversity in the workplace? Multinational corporations, transnational project teams and glocalised production and distribution processes raise challenging cultural issues for communication and PR professionals. Yet the complex nature of the communication processes involved means that existing models of cross-cultural or intercultural communication often seem inadequate to allow researchers or professionals get to grips with the complexity of the interactions encountered. This book aims to pinpoint and address the apparent limits of many traditional intercultural communi-cation research methods, when they are applied to real situations in the hybrid and cosmop…
France
This chapter deals with the development of public relations (PR) as a professional field in France, from 1945 to the late 1980s. Not initially considered as a strategic management function, French PR sought to gain legitimacy in its early years, implicitly differentiating itself from the model of North-American PR by which it was inspired, through a focus on the ethical dimension of the profession and its distinction from the related professions of journalism and advertising. Professional associations reflected these concerns and played a key role in helping the profession construct its identity. Social evolutions, especially the civil unrest associated with May 1968, can also be seen to ha…