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This book examines the intricate relationship between culture and public relations within the Middle Eastern context, adopting an interpretive, inductive approach to explore how various cultural dimensions shape the enactment of key public relations concepts.
List of contents
1. Introduction: Towards a holistic approach to intercultural public relations
2. On organizational identity: Culturally grounded organizational identity formation
3. On organizational reputation: A culturally embedded organizational reputation model
4. On organizational listening: Subtextual organizational listening to sounds of silence
5. On engagement: Bounded relational engagement amidst relational dialectics
Concluding remarks: The way forward for intercultural public relations
About the author
Ruth Avidar (PhD, University of Haifa) is Senior Lecturer in the Department of Communication and the Department of Health Systems Management at Yezreel Valley College. She heads the Marketing Communication track and is a former PR practitioner. Her research focuses on digital public relations, interactivity, artificial intelligence in public relations, and digital dialogue and engagement. Her work has been published in leading journals such as
Public Relations Review and the
Journal of Public Relations Research. She serves on the editorial board of
Public Relations Review,
International Journal of Strategic Communication, and
Corporate Communication: An International Journal, and is a recipient of the Berger Research Award for ethics and futurism in global strategic communication, awarded by the Global Strategic Communication Consortium.
Ganga S. Dhanesh (PhD, National University of Singapore) is Associate Professor in the Department of Communication at the University of Maryland. Her intercultural experiences in India, Singapore, the UAE, and the United States inform her research, published in journals such as
American Behavioral Scientist,
Journal of International Management, and
Public Relations Review. An associate editor at the
Journal of Communication Management, she serves on the editorial boards of
Business Horizons,
Journal of Public Relations Research, and
Public Relations Review. A recipient of several research awards, she led Zayed University's partnership with the UAE chapter of Unstereotype Alliance, convened by UN Women, and led the first Global Capabilities Framework study in the Middle East.
