Wakefield is a consultant, author, and researcher, emphasizing cross-cultural effects on reputation in multinational organizations. He has coordinated communication or presented on the topic in 25 countries. Before joining the faculty of the Department of Communications at BYU, he was director of University Communications for BYU-Hawaii from 2001-2005. He also directed global public affairs for Nu Skin International, a direct selling firm that generates two-thirds of its $1 billion-plus revenues outside the United States.
Wakefield has a PhD in International Public Relations from the University of Maryland and is accredited by the Public Relations Society of America. He has been chair of PRSA's International Section and served as a consultant to PRSA's Global Initiatives Committee.
In 2008 Wakefield presented his paper, Public Relations, Marketing and the Disintegrative Paradox at the Association for Education in Journalism and Mass Communication annual convention. He has also published articles in various professional and academic journals and also published the book, Why Culture is Still Essential in Discussions about Global Public Relations.
Rob Wakefield was featured on the popular PR website PRConversations.com in the spring of 2013.