copyright © allyn & bacon 2003 cross-cultural communication chapter 14 public relations: a...
TRANSCRIPT
Copyright © Allyn & Bacon 2003
Cross-CulturalCommunication
Chapter 14
Public Relations:
A Values-Driven Approach
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Possible Culture Clashes
Cross-cultural communication exists
between
– different countries
– different groups within a country
– different companies
– any two groups that have different cultures
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Cultures
Hard to define– many definitions– “a social group that is smaller than a
civilization but larger than [a small community]”
Larger than a public Consist of many publics An opportunity—and a challenge—for
public relations
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Marketing professional Marlene Rossman says that
Cultural Characteristics Include ...
attitudes about time.
attitudes about formality.
attitudes about individualism.
attitudes about rank and hierarchy.
attitudes about religion.
Copyright © Allyn & Bacon 2003
Marketing professional Marlene Rossman says that
Cultural Characteristics Include ...
attitudes about taste and diet.
attitudes about colors, numbers, and
symbols.
attitudes about assimilation and
acculturation.
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Cultural Characteristics Also Include ...
attitudes about business communication.
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Cross-Cultural Communication...
refers to exchanges of messages among members of different cultures.
is sometimes called “intercultural communication.”
suggests the hazards of crossing a border into partially unknown territory.
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Dangers in Cross-Cultural Communication
The Communication Model
Source Message Channel Receiver
Feedback
Encoding DecodingNoise
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Dangers in Cross-Cultural Communication
Challenges to unchanging core values
Gestures and clothing
Stereotyping
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Successful Cross-Cultural Public Relations: A Process
Stage One: Awareness
Stage Two: Commitment
Stage Three: Research
Stage Four: Local partnership
Stage Five: Diversity
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Successful Cross-Cultural Public Relations: A Process
Stage Six: Testing
Stage Seven: Evaluation
Stage Eight: Advocacy
Stage Nine: Continuing education