Globalisation is not new to the 21st century, having occurred at various times in previous millennia through political conquests, trade or religious missions. However, the current era of globalisation has some unique features such as the presence of information and communication technologies and collapsing trade barriers. During this new era of globalisation, organisations have increasingly found that cross-cultural communication is important to their success. This realisation provides opportunities while also posing challenges to public relations practitioners prompting educators to ask the question: are public relations programmes preparing students to become effective cross-cultural communicators who can help organisations cope with the demands of a globalising world?
Spreading the word
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Dr Krishnamurthy Sriramesh is professor and distinguished faculty scholar at the Brian Lamb School of Communication, Purdue University, US. His teaching experience includes teaching at 10 universities in North America, Asia, Europe, and Australasia. He has won several awards for teaching and research. He has co-edited two volumes of The Handbook of Global Public Relations: Theory, Research, and Practice.