1st Edition

Intercultural Public Relations Theories for Managing Relationships and Conflicts with Strategic Publics

By Lan Ni, Qi Wang, Bey-Ling Sha Copyright 2018
    340 Pages
    by Routledge

    340 Pages
    by Routledge

    Intercultural Public Relations: Theories for Managing Relationships and Conflicts with Strategic Publics develops a coherent framework to unify the theories of public relations and intercultural communication, and, within the framework, examines empirical studies of intercultural interactions.

    This book follows an intercultural approach, which considers how individuals and entities with dissimilar cultural identities interact and negotiate to solve problems and reach mutually satisfying outcomes. This work provides a theory-driven, empirically supported framework that will inform and guide the research and practices of intercultural public relations. Furthermore, it provides numerous levels of analysis and incorporates the use and challenges of social media.

    The book examines theories and issues in three integrated processes:

      • Identification of publics
      • Relationship management
      • Conflict resolution

    These areas represent the most critical functions that public relations contributes to organizational effectiveness: scanning the environment, identifying strategic publics, and building long-term, quality relationships with these publics to reduce costs, gain support, and empower the publics themselves. In doing so, the book adopts simultaneously public-centered and organization-centered perspectives. This unique work will serve as an essential reference for students, practitioners, and scholars in today’s global public relations environment.


    Chapter 1: Introduction

    Part I: Theoretical Foundations

    Chapter 2: Foundational Theories in Public Relations Management

    Chapter 3: History and Foundational Theories of Intercultural Communication

    Chapter 4: Conflict Management and Negotiation

    Part II: Intercultural Public Relations at Various Levels

    Chapter 5: Interpersonal Level: Competencies and Practices

    Chapter 6: Intra-organizational Level: Identifying and Communicating with Publics

    Chapter 7: Intra-organizational Level: Relationship Management

    Chapter 8: Intra-organizational Level: Conflict Management and Negotiation

    Chapter 9: Organizational Level: Organizational Identity

    Chapter 10: Social Media

    Chapter 11: Conclusions


    Lan Ni, Ph.D., is Associate Professor at the University of Houston. Focusing on identification of publics, relationship management, and conflict management, she examines how public relations in intercultural settings can both benefit organizations and empower publics, especially immigrants and minority groups. Supported by multiple funding agencies, her research has been published in major journals and consistently shapes her teaching.

    Qi Wang, Ph.D., is Associate Professor at Villanova University. She is interested in theorizing and observing interpersonal and intercultural communication in various contexts, with the goal of promoting individual, relational, and organizational wellbeing. Her research has won multiple awards and has appeared in top tier journals in the communication field. 

    Bey-Ling Sha, Ph.D., APR, is Professor at San Diego State University. She has been thinking about cultural identity since kindergarten and theorizing about intercultural public relations since her M.A. thesis at the University of Maryland. She is an award-winning public relations scholar, teacher, and practitioner.