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The international scope of this study takes into account these people by examining public relations practices around the world, recognizing its nuances and differences from the dominant U.S.-centric model of practice.
The model of effective public relations incorporating propaganda devices and persuasion theory tested in this study is reasonably resistant to the swirling forces of new technology. It incorporates persuasion theory, an area that has been alternately linked to and divorced from public relations; and propaganda, which as been studied to various degrees since the World Wars. As global strife proliferates, propaganda will concomitantly increase in visibility. The model also accounts for varying degrees of civic and political freedoms, giving it broad applicability across the world. It can serve as a powerful analytic tool because it is culturally sensitive and eschews simple categorizations by placing forms of communication on a continuum ranging from effective to less effective public relations practice. It culls together polemical areas into a tool that can split the semantic crosshairs of persuasion, propaganda and public relations, potentially offering new insights into the relationships and differences among all three. It posits that names for types of communication are ultimately less important than the ability to construct a credible presidency on the Web and effectively communicate across space, time, distance, and perhaps most importantly, culture.