The second edition of Pitch, Tweet, or Engage on the Street offers a modern guide for how to adapt public relations strategies, messages, and tactics for countries and cultures around the globe.
Drawing on interviews with public relations professionals in over 30 countries as well as the author’s own experience, the book explains how to build and manage a global public relations team, how to handle global crisis communication, and how to practice global public relations on behalf of corporations, non-profit organizations, and governments. It takes readers on a tour of the world, explaining how to adapt their campaigns for Asia-Pacific, Europe, the Middle East, the Americas, and Sub-Saharan Africa. Along the way, readers are introduced to practitioners around the globe and case studies of particularly successful campaigns. This new edition includes updates to country profiles to reflect changes in each local context, as well as expanded coverage of social media and the role of influencer engagement, and a brand-new chapter on global crisis communication.
The book is ideal for graduate and upper-level undergraduate public relations students, as well as practitioners in intercultural markets.
Table of Contents
1. Global and Local Approaches to International Public Relations
2. Culture is the Key
3. Building, Managing, and Evaluating Your Global Public Relations Team
4. Global Crisis Communication
5. Global Public Relations for Corporations
6. Public Relations on Global Issues
7. Global Public Relations for Governments
8. The Global Media and Social Networks
9. Public Relations in Asia and the Pacific
10. Public Relations in Europe
11. Public Relations in the Middle East and North Africa
12. Public Relations in North and Latin America
13. Public relations in Sub-Saharan Africa
Kara Alaimo, Ph.D. is Associate Professor of Public Relations at Hofstra University. A former communicator in the Obama administration and the United Nations, she now consults on global communication campaigns and designs customized employee training programs for companies on how to adapt messages and strategies for different global markets. Follow her on twitter at @karaalaimo
"In our increasingly connected world, we cannot understand effective strategic communication without understanding cultural differences. This book makes a valuable contribution by bringing together the latest theory and research with real-world applications. We have adopted this book for courses in our Master’s in Strategic Communication program at Columbia University.” —Dr. Rebecca Heino, Executive Director, Communication Division, School of Professional Studies, Columbia University
"You need to read this book if your business plan involves growth across international markets. Today, business success in local or regional markets is increasingly dependent on communications that can scale globally while understanding the importance of cultural nuances. Kara Alaimo has finally cracked the code for how to manage multi-national communications campaigns that drive real business results." —Rowan Benecke, Chief Growth Officer, Ruder Finn
"The breadth and depth of this book are amazing. Kara Alaimo combines her extensive international experience with a thorough review of relevant academic literature. The book combines theory and practice; applies to corporations, nonprofits, and government agencies; provides lessons from every continent; and always makes culture and ethics central to the discussion." —Dr. James E. Grunig, Professor Emeritus, University of Maryland
"The world has changed inexorably. Global citizens now turn to Facebook and Twitter and Instagram and Snapchat before they bathe in the morning. Kara Alaimo has lived international public relations at the highest levels. Hers is the only book you need to navigate the global social media thicket." —Fraser Seitel, President, Emerald Partners; author of The Practice of Public Relations and former spokesperson for the Rockefeller family
"Professor Alaimo’s book Pitch, Tweet, or Engage on the Street masterfully combines the theory and practice of contemporary global public relations ... A must read for anybody looking beyond the backyard." —Dr. Dejan Verčič, Professor and Head of the Centre for Marketing and Public Relations, University of Ljubljana, Slovenia
"Alaimo brilliantly captures the zeitgeist of digital nativity and elegantly divines its meaning for contemporary public relations practice across the globe. This is a must read for anyone who seeks to understand the media revolution and how it has radically changed how we consume information." —Harlan Loeb, Global Practice Chair, Crisis & Reputation Risk, Edelman