| The booming economy in China makes it a great market full of opportunities for public relations professionals. Established global public relations firms enter China to pursue further opportunities while overcoming countless challenges in the new environment. This thesis examines the localization process of global public relations firms in the aspects of corporate structure and working process. The major barriers not only fall in the cultural realm but also are inseparable with the governmental regulation. The key issues discussed in this thesis include the different practices of the U.S. and China public relations practitioners, the rationales behind the differences and the implications for global firms to better fit the China environment. The perfect combination of the western corporate operations and the Chinese style relationships can win the public relations firm a bigger piece of the market. |
