Globalisation and the interactive web are transforming the world of communication beyond recognition. International Communications Strategy is a new book by Silvia Cambié and Yang-May Ooi that examines the cross-cultural challenges facing the communication industry and offers experienced advice.

It looks at the opportunities that technology and social media are creating and how new online cultures are developing.

It also looks at the world of “Web 3.0” communications, which incorporates the latest technology, such as mobile communications. The book looks at the next generation of media, such as video, podcasting, virtual worlds and where mobile phones are heading.

The authors suggest that Western multinationals must be ready to learn from companies in emerging markets and offers many such examples, such as Brazil’s cosmetics company Natura, which has set up many social initiatives.

It also looks at the use of social media in external campaigns, such as Barack Obama’s presidential campaign and the ANC’s battle for succession in South Africa.

The book shows communicators how to provide strategic advice and helps senior executives engage effectively with stakeholders in different parts of the world.

But it also raises questions about “who can you trust?” in this brave new world. With people getting their information from so many different sources now, companies have to adapt to the fact that the public and staff are capable of differentiating between “reality” and “spin” very quickly.

In all, if you currently looking at how Social Media is affecting your communications, and you work in a global organisation, the book is a useful tool in your armoury.

International Communications Strategy, developments in cross-cultural communications, PR and Social Media, by Silvia Cambié and Yang-May Ooi, is published by Kogan Page, priced £30.00. ISBN 978-0-7494-5329-9