ABSTRACT
This conclusion presents some closing thoughts on the concepts discussed in the preceding chapters of this book. The book systematically examines and integrates theories in public relations and intercultural communication, among other disciplines. It illustrates the stages in the strategic management of public relations: stakeholder, public, and issues. The book focuses on both organizations and publics. It expands the behavioral, strategic management by highlighting both public-centric and organization-centric perspectives. The book provides a comprehensive view by proposing relationships among the major components in the strategic management of public relations that includes environmental scanning, identification of publics, relationship management, and conflict management. It adopts the strategic, managerial approach to public relations. The book examines how different kinds of organizations can practice intercultural public relations in the most effective and ethical way. It sheds light for current and future public relations practitioners on how to best practice public relations in intercultural settings.
