Public Relations in Not-For-Profit Organizations

Unit Eight Objectives Analyze how differences in culture affect the planning, public relations marketing activities, and implementation of human services HN345-1: Integrate ethical public relations strategies that benefit human services agencies GEL-5.1: Identify human expressions within cultures Seminar 8 Overview

Seminar Objectives Explore the concepts of ”culture” Examine possible culture clashes Discuss successful cross-cultural communication Seminar 8 Overview

Cross-cultural Communication Cross-cultural communication exists between – different countries – different groups within a country – different companies – any two groups that have different cultures Seminar 8 Cultures

What is a Culture? Hard to define – many definitions – “a social group that is smaller than a civilization but larger than [a small community]” Larger than a public Consist of many publics An opportunity—and a challenge—for public relations Seminar 8 Cultures

Cultural Characteristics attitudes about time. attitudes about formality. attitudes about individualism. attitudes about rank and hierarchy. attitudes about religion. Seminar 8 Cultures

Cultural Characteristics attitudes about taste and diet. attitudes about colors, numbers, and symbols. attitudes about assimilation and acculturation. attitudes about business communication. Seminar 8 Cultures

Cross-cultural Communication refers to exchanges of messages among members of different cultures. is sometimes called “intercultural communication.” suggests the hazards of crossing a border into partially unknown territory. Seminar 8 Cultures

Dangers in Cross-Cultural Communication The Communication Model SourceMessageChannelReceiver Feedback Encoding Decoding Noise

Dangers in Cross-cultural Communication Challenges to unchanging core values Gestures and clothing Stereotyping Seminar 8 Cultures

Successful Cross-Cultural Public Relations: A Process Stage One: Awareness Stage Two: Commitment Stage Three:Research Stage Four: Local partnership Stage Five: Diversity. Seminar 8 Cultures

Successful Cross-Cultural Public Relations: A Process Stage Six:Testing Stage Seven:Evaluation Stage Eight:Advocacy Stage Nine:Continuing education Seminar 8 Cultures

Cross-cultural Communication refers to exchanges of messages among members of different cultures. is sometimes called “intercultural communication.” suggests the hazards of crossing a border into partially unknown territory. Seminar 8 Cultures

Cross-cultural Communication refers to exchanges of messages among members of different cultures. is sometimes called “intercultural communication.” suggests the hazards of crossing a border into partially unknown territory. Seminar 8 Cultures

Questions? What is one “take away” you gained from the seminar? Is there an area where you would like to focus during the next seminar? How might you utilize what you have learned in seminar and through completing the weekly assignments? Seminar 8 Conclusion

References Andreasen, A., & Kotler, P. (2008). Strategic marketing for nonprofit organizations. New York, NY: Pearson. Guth, D., & Marsh, C. (2009). Public Relations: a values-driven approach. New York, NY: Pearson. Seminar 8 Conclusion