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Home::Online Promotion
Press Relations and Cross Cultural Differences
Author : Mary Ann Carolyn Dalangin-Tordecilla
In a multinational company, the role of Public Relations is
doubly tedious for there are many factors to be considered once
publicity is at stake. These factors are essentially important
in a multinational setting because when dealing to public
internationally, there are existing barriers to communications.
And if PR is not observant enough for these barriers, chances
are, the message conveyed my be read out and interpreted
wrongly.
The prominence of Public Relations in business is a result of
its effectiveness in communications. No doubt that PR has
mastered all the strategies to win the public's heart. However,
things are different and in a way, a little complicated in a
multinational setting--- different place, different language,
different views, and different culture--all counts as barriers
to effective communications. In short, Public Relations in a
multinational setting deals with absolutely different audience.
The barriers mentioned are the things that should never be
neglected. Public Relations should consider these factors in
order to bring the right message. The barriers, often called
cross-cultural differences, should be the first things that must
be recognized when dealing with foreign audience.
The very first thing that defines a country from the other is
culture and language. All countries differ by culture and
language. And the strategy of PR campaigns in this kind of
communication barrier is to be able to embrace a country's
culture and language. It should also be noted that in Public
Relations, the desire to communicate does not mean instilling
standard values. That is advertising in character. What PR does
is ensuring that the information campaign is understood per se.
***Example: When Ford launched the 'Pinto' in Brazil they were
puzzled as to why sales were dead. Fortunately they found out
that Brazilians did not want to be seen driving a car meaning
'small male genitals' and promptly changed the name. An example
of language differences is the airline UAL headlined an article
about Paul Hogan, star of Crocodile Dundee, with, "Paul Hogan
Camps it up" which unfortunately in the UK and Australia is
slang for "flaunting homosexuality".
There is no hidden agenda or whatsoever in Public Relations. By
considering language and culture in any message, PR could depict
if there is any influx in sales.
Aside from language, how a word is spoken or enacted also
differs from country to country. PR should be sensitive enough
with regards to the use of figures of speech such as metaphors
and anecdotes. In many cultures except that of US and UK, the
communication style is "implicit" or in other words, "listeners
are likely to interpret is based on factors such as who is
speaking, the context and non-verbal cues. Spoken words do not
fully convey the whole story as listeners are expected to read
between the lines".
As much as spoken language is concerned, observant of the
written word must also be practiced in international PR. Public
Relations dealing across many cultures should know what is
salient to other nations. PR's press releases should try to
write in a way that will engage readers from other cultures.
Remember that the writing should interest people in another
country.
As not every country is the same in all aspects, expect that the
communication channels of other nations may also differ. And an
important point to remember here is the availability of medium
to be used.
***Example: In Africa, only 1.4% of the population have access
to the internet.
The use of PR materials should also be examined before using it
as a campaign tool for other nations. Logos, slogans, pictures,
colors, and designs must all reflect the nation's culture
because the use of one of these materials may imply a different
meaning to other countries.
***Example: A company advertised eyeglasses in Thailand by
featuring a variety of cute animals wearing glasses. The ad
failed as animals are considered to be a low form of life in
Thailand and no self-respecting Thai would wear anything worn by
animals. Another one is introducing soft drinks into Arab
countries with an attractive label that had a six-pointed star
on it. The Arabs interpreted this as pro-Israeli and refused to
buy it.
With all of the above analysis of cross-cultural differences, PR
should be aware of these factors in order for its campaign to
reach other nations without changing the message's content, and
eventually make the public see and realize the "same"
information Public Relations is willing to convey.
SOURCE: http://aboutpublicrelations.net/ucpayne.htm
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