Relationship Between Culture And Public Relations

As globalization shrinks each day, companies are looking for ways to penetrate new markets through marketing campaigns and public relations. Companies are continually seeking the trust and reliability of consumers from different regions and diverse cultures. Public Relations practitioners are thus compelled to come up with innovative communication programs that would enable their respective organizations to penetrate the international borders with the aim of gaining a global competitive edge. Consequently, culture and communication affect each other. Therefore, Public Relations as a communication activity, is also affected by culture. As such, public relations experts interact with both societal and corporate culture, which influence public relations communications and how people react to the message conveyed. As a result, Public Relations experts should adapt their strategies to harmonize their goals and objectives with the local conditions and thus distinguish what would work in one culture and what would not work depending on the context. This paper thus seeks to discuss the relationship between culture and public relations. …show more content…
Culture, on the other hand, is defined as the process by which people sharing the similar practices, characteristics, beliefs, and norms produce, convey, consume, reproduce, assume, and negotiate with a society. Culture thus entails the basis of common significance within a society. Public Relations is culturally integrated in societal, organizational, and professional perspectives and is thus influenced by the both national and organizational expectations, beliefs, and values. For instance, if a nation or organization believes in workforce diversity, the public relations team would thus have to include a diverse workforce with regard to standpoints and