Abstract: The underlying assumption is that a gradual change in economic and financial power will also lead to changes in ‘soft power’ like media communication, public relations, public opinion, public diplomacy and (new and old) media consumption. In other words, culture and mass communication play a significant role in shaping the dialogue between organizations and publics in different countries in general, and between the US and China in particular. New ways to conceptualize and study Public Relations and News, Public Diplomacy, International Communication, and Crisis Communication are being introduced. [Copyright &y& Elsevier]