Culture Public Relations.

1

• Culture Public Relations.
• A new approach to the profession in a global
  multicultural environment
• Amanda Jane Succi
• AJS Connection
• Italy

2

• Key questions
• During the moment of communication, how do values
  and cultural norms affect communication?
• Which are the social and cognitive factors able
  to determine the success of relational exchange
  between people?
• In which way do the context, the type of
  relationship and the perceived distance reflect
  on the communication process?
• How can we identify specific barriers, in the
  communication process, related to differences
  between people and their expectations,
  potentially determining an obstacle to their
  mutual understanding?

3

• Culture and
• its different aspects
• Culture and evolution
• Sub-cultures
• Cultural differences and cultural distances
• Multiculturalism
• Intercultural phenomenon
• Intercultural relations and cross-cultural
  communication
• Practical implications using communication
• Communication and intercultural communication

4

• culture is not objective
• culture can look different depending upon who
  does the looking, when they look and from what
  direction.
• culture difficult to grasp.

5

• UNESCO
• in the Universal Declaration on Cultural
  Diversity
• Stated
• the importance of Culture worldwide and the link
  with dialogue and communication

6

• Defining PR and its links with culture
• Mutual understanding includes the knowledge of
  culture
• the organizations culture
• its publics culture
• the employees culture
• the markets or the environments culture in
  which the organization operates
• the public relations practitioners culture.

7

• Culture and PR both evolving existence
• Corporate culture 3 aspects
• 1. created part / cultural values by top
  management / corporate mission and vision /
  foreseeable
• 2. related to where the company is located, to
  the culture of its members, to the culture shared
  with its stakeholders, to its market and
  environmental culture / not immediately
  identifiable
• 3. organizations unaware part
• Role of PR
• defining an intercultural pr program or
• Corporate culture pr plan

8

• Using culture as a strong and strategic
• communication tool
• Making culture a standardized and essential part
  in communication programs and strategies
• Culture represents a special and unusual kind of
  tool
• Importance of the context

9

• General and specific aspects
• standard pr principles / specific ones
• standard cultural principles
• Specific pr applications
• Specific cultural differences
• Need to
• identify the best pr cultural tools to establish,
  define and plan communication effectively

10

• PR Cultural and Territorial Infrastructure
• What makes the context?
• Generic and specific principles . in a specific
  culture or
• in a certain country
• PR territorial infrastructure is a frame-work
  formed by
• The political system
• The economic system
• The legal system
• Civil society
• The socio-cultural system
• Media system
• becomes PR culture and territorial infrastructure

11

• Whats missing?
• A clear study and research by all academia (not
  spot cases as it is now)
• A common pr professional base (exchange of
  methods, cases, use of tools, etc)
• The cooperation and exchange between
  practitioners and academics, in order to fill the
  gap between practice and theory
• A true cooperation with major stakeholders such
  as the corporate and the public sector

12

• The Euro-Mediterranean example
• analyze the cultural pluri-universes
• achievement of a stronger Mediterranean area (in
  full respect of the culture and of the identity
  of each group and country) and a potentially
  solid economic and developing zone, where
  cooperation and not just a simple partnership is
  needed
• triggering multicultural dialogue thanks to
  specific intercultural relations, carried out
  through pr and cultural public relations plans in
  order to achieve a correct and peaceful
  cooperation among countries or those countries
  which decide to dialogue for common and
  constructive purposes

13

• The Euro-Mediterranean example
• fragmented reality under the pr point of view
• no real and constructive cooperation between
  profession and academic sector , increasing the
  gap of knowledge and application of the
  profession, weakening our efforts in this area
• Need of Culture PR along with traditional pr
  programs

14

• Thank You