The significance of international corporate communications is growing rapidly, and the complexity associated with it is increasing almost exponentially. But systematic understanding of international corporate communications, even in the corner offices of the PR industry’s top management, is not well developed.
This essay will illustrate the status quo in this area through examples and propose a heuristic analytical grid, along with its interdisciplinary application using the example of media relations. It will conclude with a few basic considerations about the future of cross-border corporate communications and a resolution of the scenarios depicted in the introduction.
