Purpose – The purpose of this paper is to examine how individual-level intercultural communication competence (ICC) represented by cultural empathy, open-mindedness, and flexibility predicts preferred use of symmetrical, two-way, conservation, and ethical public relations practices (PRPs)...

This paper shows how new technologies open up significant research and development opportunities for the PR industry. It reviews public relations evaluation methodologies that can progress from evaluating media coverage of small numbers of “messages” to the development of systems for...

With $24b being spent on PR world‐wide, it is no wonder that PR is increasingly being asked to be accountable and demonstrate effectiveness, if not value for money. This paper examines ways to measure PR success, focusing primarily on media output. Helpful guidelines set up by the main...