This article introduces the concept of ethnic public relations to the literature. Exemplars are current US controversies over ethnic museums, one form of ethnic organization that the authors emphasize in this article. The authors recommend a research agenda encompassing three areas. The first focuses on ethnic public relations practitioners and cultural intermediary, cultural diplomacy and public diplomacy roles. The second discusses ethnic public relations as a societal institution. The third illustrates how ethnic public relations faces particular challenges and opportunities in reaching publics, especially via digital communication.
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