Pre-reading tasks

I. At home watch a short video on the Internet about culture differences. http://www.youtube.com/watch?v=Xp2dEM1jJOM&feature=fvw

II. Answer the questions:

1) Is cross cultural understanding essential in today’s multicultural world?

2) Is it important to raise awareness of cross-cultural differences from your point of view? Why?

3) What communication problems can you face when dealing with a foreigner?

4) Don’t you think that every culture is individually experienced and perceived?

III. You are going to read an article about the impact cross cultural awareness can have on the success or failure of a PR campaign. Think about three things you anticipate are going to be mentioned in the article. Discuss with a partner.

Reading

Read an article and check your guesses.

Public Relations across Cultures

Building international communication bridges

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 dealing within their own nations and cultures, however, when dealing with 1) ……. 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 2) ……. 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.