This has forced the field of public relation to device ways on how to deal with this problem and several theories or ways have been formed as guidelines on dealing with the issue of intercultural public relations1. This paper will try to look into detail how the intercultural public relation problem has been addressed by different theories and how these theories differ and their similarities, it will look at the importance of studying intercultural public relations. One of the theories of intercultural public relations is the cross-cultural adaptation that was brought forward by Robert Park, in this model he identified four steps in this theory that people have to undergo. The first step is the contact step where the individual is exposed to another culture; this is followed by competition where the two different cultures compete against each other. Thirdly, this is where the less dominant culture learns to accommodate the cultural aspects of the dominant one and finally he is assimilated into the group and he learns to assimilate other members. One of the theories under this is epistemology where an individual acquires communicational skills from the dominant culture and his own way of thinking is transformed in to that of the host2. In another dimension, the public influence model that is mainly practised in countries that are hierarchical in nature such as India and in Africa, however in other countries such as the United States of America it is practised in minimal levels. In this case, public relation is not with respect to the larger community or a group, rather it is with people of a higher social class or those with influence. This is where people with more personal influence are likely to achieve their goals or higher levels of success. Dialogic method is another way in which intercultural public relations can be viewed; this is where the organisation and the public that it is addressing are viewed as equal partners. In this model, all people are brought on board in the decisions of the organisation. As the name suggests, it involves dialogue between an organisation and the public without bias or prejudice and it appreciates the opinions and personal worth of every stakeholder of the organisation. This method involves admitting when one party is wrong, empathising and allowing the decisions made collectively to change the way things are done, it aims at building strong and long lasting relationships in the process of doing business. In working with this model a lot of interpersonal and intercultural communication skills are required and a genuine concern for people and it is not dictated by pre mediated rules and regulations. Due to the diversity of individual and stakeholder in different sectors, understanding of their varied and different cultural backgrounds helps in knowing how to deal with them. Genre approach to intercultural public relations in this case helps public relation researcher or theorist to understand the various cultural backgrounds and communication styles and not merely trying to feed information that an organisation wants the public to know3. An intercultural public relation expert should engage in six activities that include identifying the special characteristics of the situation or culture, identifying the intended effects on the audience, clarifying the motivational intention of the organisatio
Intercultural Public Relations Name: Institution: Course: Tutor: Date: Public relations, which is the way individual or corporate shares information with the public has been in existence for a very long time with its three key and main aims being informing the people, persuading people and integrating people with other people…
of society and organization on the other. Public relations, according to Harlow, aims to ascertain and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics, and hence involves the management of problems or issues by helping the management to keep informed on and responsive to public opinion (Palaniappan & Ramachandraiah 2008).
Since that time, corporations and state agencies alike have broadly applied the “public relations” concept to their practice. At the same time, contemporary scholars agree that this term has failed to firmly establish itself as a beneficial concept and a positive social phenomenon.
Healthcare organizations seek to provide excellent service to any patient who comes through their doors and for this purpose, healthcare manager should have ability to handle culturally different patients.
Public relations play an eminent role in this regard. The canvas of public relations can be sketched widespread because there are several fields that emerge to formulate this important phase. Establishing workplace environment that would benefit all the employees equally is beneficial.
This study is comprised of a case study of Cafe Royal. Cafe Royal has a rich history of success and image, but suffered a relatively short period of decline and possibly suffered some damage to its public image. The hotel closed for four years from 2008 to 2012 and reopened under new ownership and adopted an aggressive public relations campaign to introduce the newly opened hotel.
complex relations of mutual interdependence” (Norris 155), which consequentially will bring about “a more and more homogenous and interconnected world” (Hurrell & Woods 448). With this, globalisation is portrayed to be fostering intercultural relations that dismantle
anthropology and contemporary views of people from Africa and Russia, The impact of these factors on the two genders surfaces distinctly in men and women as regards the ideals of beauty and its perception by each. The essay illustrates these differences of opinions and the
With the advancement in science and technology, the world has converted into a global village. New researchers have generated findings unknown to the world previously, this led to further development and establishment of industries and factories, which were meant to serve various purposes, and proved beneficial for the society in general.
The four evidences comprise of certain pictures and text exerts collected during the course. The pictures that I collected are demonstrating the intermingling of various cultures and the texts are from
1). The Public Relations Society of America (PRSA) have stipulated core values that PR professionals must practice when promoting: “fundamental values like advocacy, honesty, loyalty, professional development and objectivity
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