Purpose – The aim of this paper is to present and compare two approaches (the global and the cultural) to public relationship management and to argue by reference to different cases, why the cultural approach can be considered more effective in establishing good relationships in different...

Purpose – The purpose of this paper is to review recent literature on global public relations in order to scrutinize how contemporary transformations are conceptualized in the field, and what this means for the understanding of public. Design/methodology/approach – The authors offer a...