Cultural Sensitivity in Global Public Relations Campaigns

Carol K. Joseph ()

American Journal of Public Relations, 2023, vol. 2, issue 1, 20 - 27

Abstract: Purpose: The aim of this study was to explore the cultural sensitivity in global public relations campaigns. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low-cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the cultural sensitivity in global public relations campaigns. Preliminary empirical review revealed that cultural sensitivity influences crisis communication strategies and outcomes. Many multinational corporations still struggle with culturally insensitive messaging, leading to misalignment with local values and sentiments Unique Contribution to Theory, Practice and Policy: Hofstede's Cultural Dimensions Theory, Communication Accommodation Theory and Cultural Intelligence (CQ) Theory may be used to anchor future studies on the cultural sensitivity in global public relations campaigns. Cultural sensitivity should be considered a key performance indicator (KPI) for global PR campaigns. By integrating cultural sensitivity into campaign goals and measurement criteria, organizations can ensure it remains a top priority. The government needs to develop standardized metrics and assessment tools for evaluating cultural sensitivity in PR campaigns.

Keywords: Intercultural; Sensitivity; Communication; Global; Public Relations (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:bfy:ojajpr:v:2:y:2023:i:1:p:20-27:id:1629

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