The generic principles of public relations can be applied globally, but they must be adapted to take into account the specific political, economic, cultural, and media systems of each country.
Here are the generic principles of public relations:
- Two-way symmetrical communication
- Management of the public relations function
- Research
- Planning
- Implementation
- Evaluation
Here are the specific variables that must be taken into account when applying the generic principles of public relations:
- The political system
- The economic system
- Culture, including language
- The extent of activism
- The level of development
- The media system