ABSTRACT
Comparative research is one of the most promising methodologies for studying global and international public relations. The comparative approach is growing in importance as it helps to uncover trends and generic principles of public relations practice across nations and cultures (Molleda & Moreno, 2008). The value of comparative research for public relations scholarship is in its exceptional opportunity to challenge existing paradigms, to test, confirm, and refine theories, and to critically examine and interpret differences and similarities in public relations research and practice in different parts of the world. Moreover, comparative research allows researchers to be more creative and opens new horizons (Blumler, McLeod, & Rosengren, 1992).
