1. Understand the importance of international public relations in the actual environment and establish standards of excellence.

2. Stress the importance of ongoing preparation for international public relations practice.

3. Stress the importance of understanding cultural differences in the international public relations profession.

4. Identify and recognize the impact of environmental variables (Infrastructure, Culture and Media) on IPR practice.

5. Understand specific dimensions typically included in corporate communication departments within multinational companies.

6. Understand specific methodologies to design a global communication strategy.

7. Understand specific tools to perform communication audits and knows how to apply them to multi-cultural contexts.