Teaching International Public Relations in the International Marketing Course: An Organizing Framework‪.‬

ABSTRACT While some international marketing textbooks today devote at least a few pages to the public relations function of multinational firms, coverage remains limited and unstructured. To date, there has been no organizing framework to facilitate the classroom discussion of international public relations' strategies by objective. This paper presents a framework that analyzes the practices of international PR practitioners and sets forth recommendations regarding additional strategies that may prove useful or appropriate within the framework. The proposed framework organizes international public relations activities based on their potential usefulness under the conditions of market entry, maintenance (once the company has entered the market), crisis management, and government PR. The organizing framework should prove useful for those teaching international public relations, particularly as part of an international marketing course.