By contrasting some principles of Western public relations (PR) with political, social and cultural aspects of Russian society, this essay focuses on the applicability of foreign-born approaches in Russia. Although normative Western PR seems irrelevant and even contradictory to the Russian environment at the theoretical level, in reality, some Western ‘ways of doing PR’ have infiltrated Russian PR field, simultaneously changing it and mutating under the field’s influence. The process of intertwining foreign and native approaches in certain spheres (mainly those that have been Westernized) in Russia seems to support the conceptualization of globalization as a de-centered process.
- Cultural hybridity
- International public relations
- Public relations