Cross Cultural Communication & PR

The Public Relations (PR) industry is responsible for creating and maintaining relationships between clients and customers. Through areas such as brand management, advertising, media relations and crisis management, PR practitioners seek to foster interest, trust and belief in a product or company.

PR practitioners are aware of how best to carry this out when dealing within their own nations and cultures, however, when dealing with a foreign audience it is critical that cross cultural differences are recognised.

By way of illustrating the impact cross cultural awareness can have on the success or failure of a PR campaign a brief example can be cited:

Pepsodent tried to sell its toothpaste in Southeast Asia by emphasizing that it "whitens your teeth." They found out that the local natives chew betel nuts to blacken their teeth because they found it attractive. Had the PR company behind this campaign analysed the cross cultural issues related to Pepsodent's product, the failure of this PR campaign could have been avoided.

Cross cultural differences can make or break a PR campaign. It is therefore crucial that PR practitioners dealing with PR campaigns that incorporate a cross cultural element analyse likely cross cultural differences. A few key areas shall be highlighted in order to help PR practitioners begin to consider how culture may affect future projects.

Language and Culture

In order for a PR campaign to be successful abroad, an appreciation of the target language and its cultural nuances is necessary. The PR and advertising industries are littered with examples of poor translations and a lack of cross cultural understanding leading to PR failure. For 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.

Translation of documents, slogans and literature must be checked and double checked for meanings and cross cultural nuances. This should not only take place between languages but also within languages. Even in English there are cross cultural differences in meanings. For example, 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".

The Spoken Word

Areas where the spoken word is used in PR, such as press conferences or interviews, should be prepared for within a cross cultural framework. In short, speaking styles and the content used differs across cultures.

British and American communication styles are described as 'explicit', meaning messages are conveyed solely through words. Correlating background information is deemed necessary and divulged, ambiguity is avoided and spoken words have literal meaning. In many other cultures, communication is 'implicit'. The message 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.

With relation to content, speakers must be aware of the cross cultural differences in humour, metaphors, aphorisms and anecdotes. In addition, references to topics such as politics and/or religion can be a very sensitive issue in other cultures.

When the spoken word is used the cross cultural distinctions of the target culture must be incorporated in order to help the speaker appeal to and identify with the audience.

The Written Word

Press releases, features and copywriting all require a certain amount of cross cultural sensitivity when being applied abroad. Journalistic traditions, writing styles, news worthiness, delivery systems and whether a 'free press' exists are all areas that will affect how the written word is tailored.

In addition, the most important point, from a cross cultural perspective, is how to write in a way that engages the readers in that society or culture. Some cultures may prefer colourful and inspirational writing, others factual and objective. Some may be motivated by language that incorporates a religious or moral tone, others by a money-orientated or materialistic one.

When writing, the first step should always be to look at and integrate the cross cultural particulars of the target audience.

Communication Channels

PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, internet and public spaces. However, these channels may not always be applicable abroad.

In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.

The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO's. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.

PR Materials

The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be cross culturally examined. Pictures of seemingly innocuous things in one culture could mean something different in another. For 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. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced 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.

Conclusion

The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offense.

Neil Payne is Managing Director of Kwintessential. Visit their site at: http://www.kwintessential.co.uk

---

How to Stay Composed During Contentious TV Interviews

NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Maybe the Strongest PR on Planet Earth?

Strong for business, non-profit and association managers when they use... Read More

Publicity Tips from the Pros

If you want to know the best way to approach... Read More

Can Small PR Firms Deliver Huge Results?

They can when they invest in the basics. The best... Read More

How to Write News Releases that Get Noticed

What do you do with junk mail? Are you like... Read More

Media Releases - Helping Grow Your Business

Business people often spend time and money trying to find... Read More

Financial Planners Garner Free Publicity by Making it Easy for the Media

Would you advise clients to buy a stock based on... Read More

How to Take Advantage of Public Relations

Decide once and for all to do something about those... Read More

Pot Roast and Public Relations (or, How Your Web Site Can Be Your Best P.R. Tool)

Recently I had a craving for... Read More

Effective Media Relations Tips- What To Do After The Media Interviews You!

Effective Media Relations Tips - What To Do After The... Read More

The Three-Mile Radius

In last year's animated film Shrek II, a giant gingerbread... Read More

TV Reporter Shares the Secrets to Getting Covered on the News

Do you have a great idea for a story, but... Read More

Radio Interviews - How To Get Them!

Getting on the radio can be a great tactical move... Read More

How to Get PR

There is a process for successfully getting publicity about your... Read More

Publicity and Marketing Magic For Financial Planners: The Four Mores

Publicity will take your financial planning practice, your business, and... Read More

Managers Who Leave PR to Others

You're a business, non-profit or association manager who needs to... Read More

How To Share Your Success Story Without Sounding Like You Are Bragging

A great way to celebrate your achievements and capitalize on... Read More

Much Ado About A Lot!

I say public relations can be a matter of survival... Read More

How To Get An Avalanche Of Free Publicity For Your Home Business!

There are many ways you can get tons of free... Read More

Ill Alert The Media

There is something newsworthy happening at your organization right now.... Read More

Did You Know That Even TV Remote Control Units Can Get Press and Media Coverage?

Did you Know That Even TV Remote Control Units... Read More

Whats Your Op-Ed?

Everyone has an opinion on something, and you can leverage... Read More

What I Do

I believe this about public relations.People act on their own... Read More

Making Great Announcements

When do you use the newspaper for publishing announcements for... Read More

Public Relations Primer, Part I: Packaging Your Story for the Media

Imagine you're in the breakfast cereal business. You make the... Read More

Managers: A Key to Your Survival

Most business, non-profit and association managers live to tell about... Read More

How PR Helps Fiercely Competitive Managers

Fiercely combative business, non-profit and association managers use every PR... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

Free Radio Publicity for Marketing-Minded Financial Planners

Radio is a powerful publicity tool. Most stations offer news... Read More

Sound Like Your Situation?

What a shame! Potentially productive public relations people resting on... Read More