220008 VO SPEZI: VO INKOM International Communication (2023S)

The world’s economies, cultures, and populations become ever more interdependent through globalization, and organizations often interact and communicate with audiences outside of their original home country, virtually and/or physically. Relationship building—which is at the core of public relations—in a global environment is therefore increasingly complex and requires knowledge of differences between cultures and the specificities of the different environments where an organization is or wants to be active. This concerns communication with external as well as internal stakeholders. Aside from introducing relevant theoretical approaches, the lecture addresses different fields of public relations from an international perspective, such as crisis communication and employee communication. The course content is illustrated by practical examples. Students will thereby gain knowledge of challenges and opportunities in navigating global relationships with stakeholders. Guest speakers from corporate practice are invited to share and discuss their insights on the practice of international public relations with the students.