Case Studies in Cross-Cultural Communication in Global Public Relations

Authors: Bridget C. Onochie¹ and Achilleus-Chud Uchegbu²

Abstract

This case study examines the role of cross-cultural communication in shaping effective global public relations strategies, focusing on the interplay of cultural sensitivity, local context, and adaptive messaging. As organisations expand their global reach, navigating diverse cultural landscapes becomes critical to building trust, fostering engagement, and maintaining brand credibility. Through an in-depth analysis of a multinational corporation’s public relations campaign across multiple regions, this study explores how cultural nuances influence communication outcomes. Key findings highlight that culturally sensitive approaches, rooted in understanding local values, norms, and socio-economic contexts, significantly enhance audience resonance and trust. Conversely, failure to adapt messaging to local realities risks alienating stakeholders and undermining campaign effectiveness. Public relations practitioners must navigate cultural differences to effectively build relationships, maintain organisational reputations, and communicate messages that resonate with diverse audiences. Effective cross- cultural communication has become a critical component of successful global public relations. The study underscores the necessity of dynamic adaptation in global public relations, offering insights into best practices for crafting inclusive, contextually relevant strategies that bridge cultural divides while achieving organisational objectives. By integrating theoretical frameworks with practical implications, this study contributes to the evolving discourse on cross-cultural competence in global public relations.

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