International Public Relations: theoretical frameworks and practical practices

Abstract

The study of international public relations is considered to be one of the contemporary topics that have attracted the attention of researchers in public relations, especially in western societies, in order to frame it and clarify its role when it is practiced in multicultural institutions. Thus, this study sought to trace its practice internationally, therefore, to clarify the developments that have occurred in its conceptual, theoretical, and applied dimensions, which led to its practice at the international level, as well as the comparisons that it dealt with in light of its practice in especially the one that has not been sufficiently studied yet, furthermore, the comparative approach was employed, to find out the similarities and differences in practicing of international public relations in diverse cultural environments. The results showed that understanding local cultures is a condition for the transformation of the practice of public relations at the international level, as well as the possibility of applying public relations models and theories in different cultural contexts.