Cultural Differences In Public Relations
In order to fully comprehend the topic of choice, it is best to break down the subject and explain briefly what is meant by each word; in my case, I will explain the definition of cultural differences while providing examples to better comprehend the meaning, as well as, give a brief explanation of what public relation is, in order to conclude my subject with how cultural differences impacts public relations. One of the factors of culture is that it determines the way people think, act and/or interact. Some acts of culture can be obviously stated, such as customs, arts, food and celebrations; sometimes one could tell by the body language, social interaction, sense of humor, or even something simple as the concept of time. As we have come to …show more content…
Another famous example that took place in Brazil, when American multinational car brand Ford wanted to launch the “Pinto” vehicle but was getting no sales at all; fortunately they found out later that the Brazilians did not want to be seen driving a car meaning “Small male genitals” which they took action quickly and changed the name to “Corcel” meaning “Horse”. Thus, if the PR Company had studied and made its research about the culture this PR campaign failure could have been avoided. It is safe to say that cross cultural differences can make or break a PR campaign. Just like cultural languages could be misinterpreted and misunderstood due to bad translation or even lack of research thrown into the work of a campaign, logos or symbols are just as culturally sensitive, for example, 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.
Thus, to conclude, the aim of carrying out a cross cultural study in Public Relations is to manufacture campaigns that target the audience as best as possible, in other words, appealing to their world view without offending their culture. Moreover, it is very important to understand the cultural differences when it comes to business etiquette
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