Summary: Key Points to Be Addressed The report will address the primary outcomes of the research on the subject of HR management in the context of the global economy. The study will provide an overview of the correlations between the issues such as diversity, multiculturalism, negotiation, and staff loyalty rates. Based on the research outcomes, it can be suggested that the principles of multiculturalism should be promoted with the help of incentives and appraisals as well as transformative leadership. Introduction: Public Relations Management in the 21 st Century Background Operating in the realm of the global economy is an extremely challenging task, primarily due to the necessity to appeal to a much wider range of societal tiers and create the brand image that has an impressive staying power. Public relations in the context of the 21 st century serve not merely as the basis for attracting more clients – it serves as the foundation for creating a powerful competitive advantage. A study on the subject matter reveals that the design of an appropriate PR approach requires a combination of an efficient information management tool, an adequate leadership approach, the integration of sustainability principles, and the incorporation of a decent measurement tool. Topic and Its Significance Public relations have become especially significant in the information technology era when visibility has become a part and parcel of a firm’s functioning. It is essential to find out how contemporary companies can appeal to a wider range of population, and how firms can create the brand image that becomes a household name. moreover, it is essential to understand what changes organizations must undergo in order to transfer from the environment of the local markets to the context of the global economy (Bowen Organizational Factors Contributing to Excellent Public Relations” 47). General Research Question: How Can We Conduct Excellent PR? The research sought the answer to the following question: what is the best HR management approach in the environment of the 21 st century and its global economy, and how can the staff’s performance be improved? Aim of the Study: Locating the Ultimate PR Strategy In order to create the global environment that will be safe enough for businesses to evolve in., one will have to consider providing a solid foundation for increasing customer loyalty rates. The latter can be attained by developing the brand product that will appeal to the target audience, as well as communicate with the latter consistently, providing fast feedback and addressing the emergent issues in a timely and efficient manner. The above goals can be achieved by incorporating a positive HR strategy into the firm’s framework. Reasons for Writing the Report The necessity to outline the most efficient HR strategy in the contemporary business environment is the key reason for writing this article. While the previous study touching upon the subject matter is profound and all-embracive, it lacked a concise definition of the HR management strategy that would help any global organization become successful in the realm of increased competitiveness. Structure of the Document The paper will open with an introduction that will identify the purpose, the background, and the problem of the study. The in