New Book Announcement: Textbook on Global Strategic Communication and Public Relations

New Book Announcement: Textbook on Global Strategic Communication and
Public Relations

I am proud to announce the publication of my new textbook on
international and intercultural strategic communication/public
relations. Pitch, Tweet, or Engage on the Street: How to Practice Global
Public Relations and Strategic Communication was published by Routledge
today. The book breaks the world into 10 different cultural groups and
explains how to adapt communication strategies, tactics, and messages
for each of them. To order a free inspection copy, visit
https://www.routledge.com/Pitch-Tweet-or-Engage-on-the-Street-How-to-Pra
ctice-Global-Public-Relations/Alaimo/p/book/9781138916050.

The book's companion website offers a free guide to developing and
teaching courses in international communication/PR with lesson plans for
every class session, as well as a sample syllabus and PowerPoints for
every class session. To access this, visit
http://www.routledgetextbooks.com/textbooks/9781138916050/ and request a
token in the "instructor" section.

More about the book: Based upon interviews with senior communication
professionals in 31 countries, Pitch, Tweet, or Engage on the Street
begins by discussing the merits of implementing a single communication
strategy around the world (a global approach) or crafting different
strategies for different countries and cultures (an international
approach). It then discusses key dimensions on which cultures differ -
for example, the difference between individualistic and collectivist
countries and the distinction between societies with high and low future
orientations - and discusses how to adapt messages and strategies
accordingly. The book then takes readers on a tour of the world,
explaining how to adapt their campaigns for Asia-Pacific, Europe, the
Middle East, the Americas, and Sub-Saharan Africa. The book also
includes chapters on how to practice global communications on behalf of
corporations, non-profit organizations, and governments, as well as a
chapter on how to effectively utilize major global traditional and
social media outlets - from Al Jazeera to the Chinese platforms Weibo
and WeChat. It includes case studies and practitioner profiles from
every region.