Sociocultural Model of International Public Relations: A More Ethical Proposition Focusing on Cultural Diversity, Dialogue & Postmodernism

Objectives This study offers a sociocultural model of international public relations that focuses on the effect of public relations in different societies. Methods This sociocultural model examines the social and cultural effects of public relations, rather than concentrating on the economic effects. Results International public relations practitioners should lead emergent dialogues between corporations and the indigenous public across the world. By leading emergent dialogues, practitioners can act as activists and consciences for corporations who embrace and assist local situations. In this way, public relations practitioners can realize their sociocultural role as contributors to the betterment of society. Conclusions The proposed perspectives in this study will shed light on how public relations practitioners can conceive their societal roles in a broader political and social context, as well as how they can lead public dialogue proactively, encouraging diverse ideas in order to interact in an international environment.