Intercultural Public Relations Theories for Managing Relationships and Conflicts with Strategic Publics develops a coherent framework to unify the theories of public relations and intercultural communication and within the framework examines empirical studies of intercultural interactions. This book follows an intercultural approach which considers how individuals and entities with dissimilar cultural identities interact and negotiate to solve problems and reach mutually satisfying outcomes. This work provides a theorydriven empirically supported framework that will inform and guide the research and practices of intercultural public relations. Furthermore it provides numerous levels of analysis and incorporates the use and challenges of social media. The book examines theories and issues in three integrated processes Identification of publics Relationship management Conflict resolution These areas represent the most critical functions that public relations contributes to organizational effectiveness scanning the environment identifying strategic publics and building longterm quality relationships with these publics to reduce costs gain support and empower the publics themselves. In doing so the book adopts simultaneously publiccentered and organizationcentered perspectives. This unique work will serve as an essential reference for students practitioners and scholars in todays global public relations environment.