Presentazione/Introduction

As illustrated in the Introduction, the volume contains a selection of papers presented at the Second Symposium on Global Corporate Communications, organized by the Public Relations Course at Udine University for the international academic network Global Communications Project. The contributions are aimed at reviewing the role of PR in a global market, focusing on how organizations communicate locally, when a global PR strategy is applied, while being aware not only of cultural diversity, but of transforming this diversity into a strength. Since the crucial mission of every PR activity can be summarised as communication beyond cultural barriers which may be cross national or concern different social groups/ knowledge areas, the editor wanted to introduce in her own contribution a pragmalinguistic point of view which is needed but still missing in the PR field.