ABSTRACT
This chapter expands a theoretical framework of intercultural public relations, initially proposed in Ni, Wang, and Sha, and suggests the practical use of this framework. The chapter starts by providing an overview of the foundational theories in the strategic management approach to public relations, followed by a goal-driven model of public relations programming. It then analyzes the role of culture, broadly defined and manifested at multiple levels and in multiple domains, and provides important theoretical assumptions. Next are the theoretically derived frameworks in different areas of intercultural public relations and newly developed practical guides for these different areas: identifying and understanding intercultural publics, managing relationships with intercultural publics, managing conflicts with intercultural publics, intercultural competency training for both public relations practitioners and the public, as well as how intercultural publics, especially marginalized groups, can empower themselves.
