ABSTRACT
The rapid growth in worldwide travel, along with the expansion of global trading and innovations in communications technology, mean the world is increasingly interconnected. Countries are integrating with each other and creating a phenomenal exchange of ideas and commodities over vast distances. Money, technology and raw materials move easily across national borders, along with new ideas and entertainment. Organisations can operate in many countries and can make products in different countries and sell these to people worldwide. This interconnectivity of countries, people and organisations, accelerated by social media, is leading to what is called globalisation where new global markets and wealth are generated.
Public relations scholars define globalisation as ‘the growth of economic, social and political interdependencies around the world’. However, populations may not benefit from such expansion and employees may lose jobs to foreign competition and technological change. Furthermore, regulations, financial systems and social movements are forming at a global level and can weaken national politics and country-specific regulations. The interconnectivity of globalisation also means that an event taking place outside a country can have a spill-over effect within a country. Similarly, local events can have a global effect and social media is accelerating their impact. All these factors can lead to widespread disorder and conflict.
This chapter explores public relations and the challenges it faces within this dynamic global context. It highlights the development of global issues, the information explosion, political and civil rights, cultural factors and how countries are vying for their own identity. The rise of multinational corporations is examined along with the need for corporate social responsibility and the role of international non-governmental organisations. These topics are underpinned by developments in the media and global public relations theory and practice.
