Abstract
In keeping with the trend of international-intercultural public relations practice, research in this area has also been mostly top-down, "outside-in," or etic in nature. This study combines a cultural analysis approach with ethnographic fieldwork in an attempt to move away from the culturally constituted metanarratives of the 4 models and practitioner roles of public relations, and it provides an "inside-out" or emic analysis of the cultural context of public relations in India. In doing so, it is able to foreground some of the assumptions that underlie these metanarratives, assumptions that are not always congruent with the Indian cultural context. Overall, this study emerges as a critique of unquestioning global applications of public relations metanarratives in culturally diverse settings.
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