Intercultural PR

1
Intercultural PR

• COMA 461 Special Topic

2
What if you need to

• Work with media
• Work with the market
• Work with community
• Relations
• Publicize the work
• done in the foreign
• country

3
Keys to Intercultural PR

• Cultural Awareness
• Individuals role in society
• Communication styles
• Media independence
• Orientation to time

4
Individuals Role in Society

• Individualism
• Characteristics
• Competitive Spirit
• Change Challenge
• Countries US
• Practice
• Persuasion
• Innovated idea

• Collectivism
• Characteristics
• Collaboration
• Harmony
• Countries Asian
• Practice
• Limited communication
• Focus on collaborative idea

5
Communication Styles

• High-context
• Characteristics
• WordsltMessages
• Countries Asian
• Practice
• Be aware of sounds and side meanings
• Use metaphors

• Low-context
• Characteristics
• WordsMessages
• Countries US European
• Practice
• State facts
• Use concrete words

6
Media Independence
Political nature,history and culture

• Free press
• Countries US
• Practice
• Write to the point
• Be objective

• Controlled
• Countries European
• Practice
• Insightful writing
• Be aware of authority's perspective

7
Ten Tips for Working with Reporters Abroad

• High touch VS. high tech
• Trust and respect
• Dont be too US-centric
• Time zone
• Localize stories

• Dont lump countries together
• Be aware of business etiquettes
• Know the differences
• Get the name right
• Personalize messages

8
Time Orientation

• Precise
• Characteristics
• Time sensitive
• Countries US, Japan
• Practice
• Timely response

• Loose
• Characteristics
• High information
• Countries Latin America and Arab
• Practice
• Patience