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International Communications Strategy  explores the cross-cultural challenges currently facing communicators and PR practitioners. Globalization, offshoring and the rise of emerging-market multinationals are transforming the communication sector beyond recognition. New channels of global communication are also being opened by social media, bringing different communities across the world together instantaneously online and creating new audiences. International Communications Strategy shows communicators how to provide strategic advice and helps senior executives engage effectively with stakeholders in different parts of the world. This informative and practical new title also gives practitioners the effective tools for understanding social media and internet cultures and shows them how to link online and offline communication work successfully. Including hands-on case studies and best practices from all over the world, International Communications Strategy equips communicators with the skills needed in order to get up to speed in the era of global interconnectedness. About the Authors Silvia Cambié  has 16 years’ experience in international communications, business journalism and public affairs, and is fluent in five languages. Her career includes reporting from Eastern Europe and the former Soviet Union for major British and German print media as well as managing communications for Brussels-based international trade associations. Silvia is now based in London, where she runs Chanda Communications and advises clients on stakeholder relations, strategic communication and social media. Silvia blogs about cross-cultural communication at X-Culture (www.chandacom-xculture.com) and is read by an audience of 8,000 each month. She serves on the boards of two organizations with global outreach, the International Association of Business Communicators (IABC) and The International Alliance for Women (TIAW).   Yang-May Ooi is a writer specializing in cross-cultural issues and social media. She grew up in Malaysia and now lives in London, where she runs her cross-cultural blog Fusion View, an East—West view on people, society and technology. Fusion View is read by over 8,000 unique visitors a month from all over the world and has been featured on the BBC Radio 5 Live programme Pods and Blogs. She has also published legal thrillers with Hodder & Stoughton. Yang-May has many years of senior executive experience working in local government and corporate environments as a lawyer. She currently works part-time in a management role in a financial institution in the City of London, where she has developed and facilitates a blog for the housing finance sector.   Table of Contents   Part 1 International communications The world we live in China’s global role Courting the fledgling consumer A new type of multinational Not what it used to be The ‘most unappreciated growth story’ The upside of global warming Gearing up for the new era Notes Rethinking public relations Becoming part of the story It’s all about lemons A two-way communication Coming of age  New tools The middle way Instigating change The other side of the coin Fine-tuning the message Notes The global language of corporate social responsibility India: The soda controversy China: Mounting pressure Brazil: The future of biodiversity South Africa: Helping a country to surface CSR starts at home Going local ‘Entering a danger zone’ Repositioning CSR Notes The dawn of leadership Communication Generation Y Cultural intelligence Integrative thinking The ‘dance’ between cultures Welcoming ambiguity ‘Keep repeating’ Send me an angel Mentoring across cultures The spirit of international networks Desperately looking for a new leadership style Notes The day after Social business: A new equilibrium The ‘social entrepreneurial version of Google’ Notes Part 2 The role of social media in international communications The cultural landscape of social media The present A brief history The need for speed The rise of social media Notes Social media as a part of life Shopping Millennials The third age News and politics Celebrity through personal expression Is a social media strategy part of your business’s life? Notes Authenticity and trust Who can you trust? Being one of us The Goliath problem Inauthenticity Fictitious blogs Authentic voices South Africa: Joining the conversation Malaysia: The bloggers decide The USA: Land of the YouTube video and home of the bloggers Notes Connecting communities The tsunami blog Work Home Sweet Home Health Gay, transgendered and intersexed A cautionary tale Notes Encouraging new forms of expression Immediacy Mobilization Speed Notes The next frontier: Multimedia and beyond Video Podcasting Virtual worlds Mobile communications What next? Notes Conclusions Index