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
green cleaning service Park Ridge ..Because it can alter individual perception and lead to changed... Read More
Relationships are based on trust-not just romantic relationships, or doctor/patient... Read More
Talkback radio offers a fantastic opportunity to access thousands of... Read More
Lots of theories out there about public relations.Everything from "publicity's... Read More
When I search Google News for "surveys," I get nearly... Read More
Business, non-profit and association managers committing their public relations resources... Read More
A musician spends years honing his craft. He writes world-class... Read More
For financial planners, getting publicity, in the end, isn't about... Read More
There's a dirty little secret about press releases that the... Read More
How do you make a good relationship with a newspaper... Read More
1. Appearing in other types of media is the best... Read More
Wherever the fundamental premise of public relations is practiced.Look at... Read More
If you manage a department, division or subsidiary for a... Read More
The notion that a business, non-profit or association manager can... Read More
The most important thing to remember for any interview: stay... Read More
As someone with expertise in media relations, I've been asked... Read More
Question: Why should your business issue a press release? Answer:... Read More
If you own a franchise and have company vehicles, be... Read More
Business, non-profit or association managers hurt their own public relations... Read More
And here it is: public relations alters individual perception leading... Read More
The Today show? The New York Times? Vanity Fair? What's... Read More
Ideally, you will have two types of quotes in your... Read More
?makes the rules, of course.But when the gold takes the... Read More
NOTE: Brad Phillips was a Producer for CNN's The Capital... Read More
When your public relations results pretty much depend on whether... Read More
cleaning help near Bannockburn ..Prior to a TV interview it is guaranteed the journalist... Read More
"I want a pony, a tree house and the fastest... Read More
A new public relations blueprint could be a good idea... Read More
Redevelopment is replacing new construction throughout the Greater Boston area,... Read More
Yes, and that pressure often comes from a CEO who... Read More
When do you use the newspaper for publishing announcements for... Read More
Business, non-profit or association managers hurt their own public relations... Read More
Have you ever noticed that in communities without big universities,... Read More
Business, non-profit and association managers committing their public relations resources... Read More
Small Business Owners should send press releases out at least... Read More
Created properly, an extremely effective marketing tool.It's a great concept,... Read More
Attention: Who Else Wants To Get Publicity Whenever You Want... Read More
Sorry about my otaku with this issue (otaku = more... Read More
Most people consider getting publicity the most important part of... Read More
And here it is: public relations alters individual perception leading... Read More
Smaller companies don't always have the budget - or inclination... Read More
How to write a press release that generates free publicity... Read More
In this great country of ours, there are basically three... Read More
Once upon a time, there was a young, stressed out... Read More
Experience tells me that too many business, non-profit and association... Read More
You want to sell your products or services, and that... Read More
Let's say you've called a reporter with some ideas for... Read More
And not results you can measure only in terms of... Read More
What's REALLY potent for a business, non-profit or association manager... Read More
As a business, non-profit or association manager, you have a... Read More
Public Relations |