ABSTRACT
This chapter shows how organizations operate globally and how do public relations (PR) follow development or lead it. It focuses on some useful writing on cultural differences and some case studies to illustrate how practitioners tailor their communications when dealing with different global groups. The chapter presents how several writers have attempted to map cultures. It shows that there is no one size fits all to working in international public relations (IPR). The various models of cultural awareness can help to understand why messages may be misconstrued when operating in different cultures. As more research into different ways of doing public relations in different countries is carried out and published. Organizations need to deal with the emerging international markets to stay competitive in the global economy. Public relations practitioners have to be able to interact with diverse target groups and handle different types of relationships. Certain strategies may work in one culture but not in others.
