ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book provides the power of Public Relations (PR) as an "instrument of peace" that greatly reduces conflict between nations through two-way communications and self-correction aimed at producing a wide benefit for all stakeholders, rather than simply pursuing narrowly the national interest. In the new hyper-globalized environment, where stakeholders have become multi-dimensional and communications has become global and instantaneous, and where technologies such as artificial intelligence will redefine the very word "labor," master, and use PR. Effective public relation is essentially relationship management, while at the same time satisfying needs of those same stakeholders. To succeed globally requires creating and maintaining global brands, which requires PR skills. For leaders in the rapidly developing world, lack of PR is a mistake that needs to be avoided through a full understanding and utilization of PR.
