ABSTRACT
Today, global corporations are more likely than ever before to face a crisis from either fake news, real wrong doing, or from new competitive challengers with radically new business models. Their leaders must understand clearly that they are operating within a world that has gone beyond globalization to hyper-globalization. It is a world driven by an ever-increasing economic integration of global business, instant and global human communication via the Internet and social media, and the rapid pace of change from disruptive new technologies. While traditionally taught as the skill of communicating to and with specific publics, public relations needs to be understood and learned as the skill of achieving your goals through stakeholders. Moreover, in this new environment you must purposely build in a self-correction function based on ethics to receive information and then quickly take corrective action. Corporate leaders must see clearly the new environment that is still just evolving, and prepare their business to navigate through crisis and a more demanding competitive landscape by becoming proficient in public relations that is ethics based stakeholder relationship management
