...Robert I. Wakefield As organisations become multinational, their reputations are increasingly subject to the effects of culture, politics, socioeconomics and other factors that become much more complex in the international arena than in domestic contexts. The crisis suffered by Coca‐Cola in Europe...

.... He is a specialist in European politics, East European and Soviet affairs and international organisations. ABSTRACT KEYWORDS: communication, information, multinational, openness, European Union, public relations Public relations (PR) has outgrown national borders. In Europe it is an anachronism...