ABSTRACT
The main goal of the theory book was to integrate theories in public relations and intercultural communication, documenting the development and evolution of public relations taking an intercultural approach. For corporations, their unique attribute is the need for making profit and being accountable to shareholders. More research and practice cases need to examine universal, cultural, and individual identities holistically. It is unwise to take typical superficial diversity markers such as demographic characteristics and ethnic origins to define the other interactant(s) in an intercultural encounter. The understanding of organizational identity requires an inward self-examination. Inter-organizational communication and relational management should be studied more often. The resultant policies and decisions from such communication affect both organizations’ identities and cultures, and even related supra-organizations. The chapter also presents some closing thoughts on the key concepts discussed in the preceding chapters of this book.
