Commandment 1

Globalised: The World We Live In
  • Ralph Tench
  • Dejan Verčič
  • Ansgar Zerfass
  • Ángeles Moreno
  • Piet Verhoeven


We live in a globalised world. Like it or not, we affect people living on the other side of the globe and they affect us. We are interdependent. And public relations is a profession concerned with management of interdependencies between organisations and their stakeholders. Political, economic, social and technological changes in the second half of the twentieth century have brought us closer together than ever, and the term evolved to describe this new condition is globalisation. But what does that have to do with excellent communication? Everything. Today, if you want to know how good you are, and furthermore, if you want to become better, you have to compare and learn globally. You don’t have to go physically everywhere (although it helps), but you have to be willing to let that ‘everywhere’ come to you, at least mentally.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Ralph Tench
    • 1
  • Dejan Verčič
    • 2
  • Ansgar Zerfass
    • 3
  • Ángeles Moreno
    • 4
  • Piet Verhoeven
    • 5
  1. 1.Leeds Beckett UniversityLeedsUnited Kingdom
  2. 2.University of LjubljanaLjubljanaSlovenia
  3. 3.University of LeipzigLeipzigGermany
  4. 4.Universidad Rey Juan CarlosMadridSpain
  5. 5.University of AmsterdamAmsterdamThe Netherlands

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