This book presents a comprehensive guide for public relations and communication professionals and entrepreneurs to effectively manage the communication aspects of startups in the context of business in China.

Linjuan Rita Men is an associate professor of public relations at the University of Florida, USA, and chief research editor of the Institute for Public Relations' Organizational Communication Research Center.

Yi Grace Ji is an assistant professor of public relations in the Richard T. Robertson School of Media and Culture at the Virginia Commonwealth University, USA.

Zifei Fay Chen is an assistant professor in the Communication Studies Department at the University of San Francisco, USA.

1 Why Startup Strategic Communication? 2 The State of Startups and Entrepreneurship in China 3 Understanding the Stakeholders of Startups 4 The Functions of Public Relations in Startups 5 Cultivating Stakeholder Relationships for Startups 6 Building an Effective Startup Culture 7 Entrepreneurial Leadership Communication 8 Social Media Communication Strategies for Startups 9 Best Practices of Startup Strategic Communication