In international public relations, an organization's publics are more diverse and complex.
Many environmental variables affect the way international public relations is practiced.
These variables are not independent of one another, and the relationships among them are complex. International public relations practice also is affected by practitioners' world views. World views are a set of images and assumptions about the world that are shaped by a person's culture, beliefs and value systems. These are the asymmetrical world view and the symmetrical world view. Generic, normative principles of excellent public relations Vercic, Grunig and Grunig consolidated the excellence project's 14 characteristics of excellent public relations into nine generic, normative principles that are applicable across cultures and political and economic systems.