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Twitter: @karaalaimo
My crash course in cross-cultural communication
Copyright: ra3rn
Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations and Strategic
Communication
• Interviews with 87 practitioners in 31 countries• In person at the World Communication Forum in Davos, Switzerland and Social Media Strategies Summit in New York• Focus groups in São Paulo, Rio de Janeiro, and Cape Town• Skype
GLOBE: a ten-year study of more than 17,000 managers in 62 societies conducted by 170 researchers The World’s Ten Cultural Clusters:• Confucian Asia• South Asia• Anglo Cluster• Latin Europe• Germanic Europe• Nordic Countries• Eastern Europe• Middle East• Latin America• Sub-Saharan Africa
Key Factors
The Generic-Specific Approach (Verčič, Grunig, and Grunig, 1996)Adapt PR strategy based upon 5 local factors:
• Political-economic system• Culture• Extent of activism• Level of development• Media system
Key Factors
Social Expectations
Copyright: Grand Canyon National Park
Key Factors
Local Influencers
Copyright: Blan-k
Asia
• Personal influence model• Collectivism• Face• High context communication• Long term orientation• Power distance• Avoid “risky communication”• Mobile (average commute: 1 hour)
Middle East and North Africa
• Youth bulge• Religion• Friday/Saturday weekend• Personal influence model• Pride/criticism• Resistance to change/Present orientation• Emotion, symbolism• Arabic doesn’t translate literally
Latin America
• Collectivism around the family• Personal influence model• Polychronic approach to time• Low future orientation• Poverty and inequality• Expectation that businesses help society• Heightened citizen consciousness, activism
Sub-Saharan Africa
• Brown envelopes• Corporate social responsibility• Word of mouth• High context• Indigenous forms of outreach• High humane orientation• Relationships
Europe
• Anglo Europe• Latin Europe• Germanic Europe• Nordic Europe• Eastern Europe
Contact Me
Kara Alaimo, Ph.D.www.karaalaimo.comwww.routledge.com/cw/[email protected] Twitter: @karaalaimo
PRSA members can get a 20% discount on “Pitch, Tweet, or Engage on the Street” and free shipping using promo code FLR40 at www.routledge.com.
