International communication is becoming ever more important for small and medium sized businesses. Nevertheless, it often fails to function as it should. The main challenge for the next few years is to successfully apply internationalisation not only to brands and products, but to communication....

The paper analyses intra-corporate conflict, based on the case study of the DaimlerChrysler merger. This analysis is then broadened to compare PR and its contexts in Germany and the USA. The authors apply the International Corporate Communication Compass to the DaimlerChrysler deal to show what...

From the earliest days of PR history, PR professionals have restricted their specific contribution to the communicator’s role; they saw themselves as experts in storytelling, in ‘packaging’ the corporate mission or politics, rather than rooting their own activities deep in the heart of...