1 Introduction and Overview of Global and Multicultural Public Relations 1

2 Research, Measurement, and Evaluation 21

3 Role of National Culture and Subcultures 45

4 Professionalism and Ethical Reasoning 69

5 Transnational Corporations and Global Public Relations Agencies 91

6 Nongovernmental Organizations (NGOs), Multilateral Organizations (MOs), and Activist Networks 105

7 Coordination and Control, Standardization and Localization 121

8 Cross‐national Conflict Shifting: How to Manage Transnational Crises 139

9 Corporate Social Responsibility, Sustainability, and Multisector Partnerships 163

10 Employee Communication and Global Teams 189

11 Technology, Social Media, and Big Data 209

12 Public Diplomacy and Corporate Foreign Policy in Government Institutions and Agencies 227

Index 247

JUAN-CARLOS MOLLEDA, PHD, is Edwin L. Artzt Dean and Professor, School of Journalism and Communication, University of Oregon.

SARAB KOCHHAR, PHD, is Director of Communication Insights and Analytics, Kaiser Permanente.