Public relations is no longer just about crafting a message, but also about navigating cultural differences, global stakeholders, and communication challenges when building trust internationally.
In an article for the PRSA Public Relations Journal, Kara Alaimo explains that international public relations professionals must first understand a country’s political economy, culture, activism, level of development, media landscape, social expectations and local influencers to effectively communicate in a culturally competent way (Alaimo, 2016).
In an article for Ragan PR Daily, Roula Amire states that communicators must “understand that your message could get interpreted quite differently depending on the culture” (Amire, 2020). This is crucial to understand in global public relations, as strategies must be tailored to the culture they are presented in.
Aids in Africa
As HIV/AIDS has grown in prevalence throughout Africa, public relations efforts have been implemented in an attempt to slow the spread. This case demonstrates how PR can be effectively used to address misinformation and cultural beliefs that may be harmful. The spread of HIV/AIDS was encouraged by longstanding traditions and beliefs in African culture, which made it difficult to communicate about (Case: AIDS In Africa).
This case shows that successful global PR requires catering to various cultures and communicating in a way that resonates with audiences, is respectful and shows cultural competency.
baby formula Crisis
When companies decided to distribute baby formula in developing countries, babies ended up getting sick. Mothers were forced to dilute the product, which lead to malnutrition, because they could not afford adequate amounts of the product. Advocacy groups and governments stepped in to stop the unethical communication regarding these products (A Classic: Baby Formula Raises Questions).
This case is an example of why companies must act ethically when working in global markets, as a lack of communication can cause major problems.
Chinese immigration in Canada
A boat filled with Chinese immigrants being smuggled into Canada was intercepted in 1999, which brought to light issues about immigration laws and border control. PR professionals helped navigate the crisis and communicate amidst misinformation (Case: They Keep Coming).
This case highlights the importance of stakeholder communication and media relations, particularly in handling a global crisis.
Remembering The Few
This case explains the development of a PR campaign to honor “the few” who acted to stop the German invasion of Britain by safeguarding the airspace. The campaign worked to engage stakeholders and emphasize the historical significance of this group. The campaign successfully boosted engagement and support for the memorial (Simpson).
Overall, this case shows the importance of communicating about culturally significant events to connect with audiences and promote important causes.
Ultimately, international public relations professionals should be culturally competent and considerate of international beliefs and norms to effectively communicate and carry out PR strategies.
Keywords
Cultural Competency, Cultural Awareness, Global Communication, Public Relations, Crisis Communication
References
A Classic: Baby Formula Raises Questions. (n.d.) In Standards, Ethics, and Values (pp. 320-330)
Alaimo, K. (2016, August 30). Updating the generic/specific theory of international public relations: More factors to consider when practicing in new markets. Institute for Public Relations.
Amire, R. (2020, May 29). Keys to a successful global crisis communication response. Ragan PR Daily. https://www.prdaily.com/keys-to-a-successful-global-crisis-communications-response/
Case: AIDS In Africa. (n.d.) In Cultures: Foreign and Domestic (pp. 159-183)
Case: They Keep Coming– Chinese Immigrants in Canada. (n.d.) In Cultures: Foreign and Domestic (pp. 183-197)
Simpson, G. (n.d.). Remembering the few (pp. 121-127)
Heidi Verplank 
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