University Libraries Promotion and Tenure Recognition

The study of advertising and public relations is the study of culture. No person or organization can create or interpret a message outside of their cultural framework. This is particularly relevant in the age of the Internet and social media, when virtually any message has the potential to be interpreted across multiple cultural contexts. I chose Curtin and Gaither's book for the Tenure Recognition Program because of my passion for the study of international strategic communication. This book gives students of public relations a means to anticipate and understand the influence of culture and identity of organizational interactions with publics. I hope that students who read this book will be inspired to seek positive and ethical interactions in all their international activities, long after they leave Penn State.