1. Copyright © Allyn & Bacon 2003 Cross-Cultural Communication Chapter 14 Public Relations: A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2003 Possible Culture Clashes Cross-cultural communication exists between – different countries – different groups within a country – different companies – any two groups that have different cultures

3. Copyright © Allyn & Bacon 2003 Cultures Hard to define – many definitions – “a social group that is smaller than a civilization but larger than [a small community]” Larger than a public Consist of many publics An opportunity—and a challenge—for public relations

4. Copyright © Allyn & Bacon 2003 Marketing professional Marlene Rossman says that Cultural Characteristics Include... attitudes about time. attitudes about formality. attitudes about individualism. attitudes about rank and hierarchy. attitudes about religion.

5. Copyright © Allyn & Bacon 2003 Marketing professional Marlene Rossman says that Cultural Characteristics Include... attitudes about taste and diet. attitudes about colors, numbers, and symbols. attitudes about assimilation and acculturation.

6. Copyright © Allyn & Bacon 2003 Cultural Characteristics Also Include... attitudes about business communication.

7. Copyright © Allyn & Bacon 2003 Cross-Cultural Communication... refers to exchanges of messages among members of different cultures. is sometimes called “intercultural communication.” suggests the hazards of crossing a border into partially unknown territory.

8. Copyright © Allyn & Bacon 2003 Dangers in Cross-Cultural Communication The Communication Model SourceMessageChannelReceiver Feedback Encoding Decoding Noise

9. Copyright © Allyn & Bacon 2003 Dangers in Cross-Cultural Communication Challenges to unchanging core values Gestures and clothing Stereotyping

10. Copyright © Allyn & Bacon 2003 Successful Cross-Cultural Public Relations: A Process Stage One: Awareness Stage Two: Commitment Stage Three:Research Stage Four: Local partnership Stage Five: Diversity

11. Copyright © Allyn & Bacon 2003 Successful Cross-Cultural Public Relations: A Process Stage Six:Testing Stage Seven:Evaluation Stage Eight:Advocacy Stage Nine:Continuing education