Culture is to society what personality is to the individual.

The last thing a fish notices is water; we need to understand our own culture. Understanding central tendencies helps us prepare for cross-cultural encounters or else we run the risk of applying one-size-fitsall western model to all situations. Rise in multiculturalism complicates public relations activities. Backlash in opposition to globalism and perceived western cultural dominance,Immigration and cultural fusion. Results vary in U.S., Europe, elsewhere E.g., Hispanic population in U.S.; Middle Eastern population expanding in Europe Pr campaigns seek common ground among widely diverse cultures. The key is localization, relationship building, sensitivity to cultural differences. 92% of worlds 5.9 billion consumers do not speak or read English; This therefore brings up the issue that perhaps western PR models, upon which most pr is modeled are inappropriate as well.

Vastly multiplied media sources available; not all are viewed with equal trust. Consumer and investor decisions increasingly based on perception of CSR . Varying cultures dictate different approaches to PR around the world Language is just one small part of international PR puzzle Learn also about the forces that create cultural differences - History; e.g., Latin Americas colonial experience compared to U.S. - Ecology; e.g., climate, geography, resources - Technology; e.g., access to innovations (media, telecommunications) - Institutions; e.g., religion, government, education, social

Cultural context influences PR development, e.g.: German practice influenced by tradition of Max Weber. Asian practice influenced by social status. U.S. practice influenced by market forces. Understanding paradigm aids in preparing for international experience. Different cultures have different approaches. Who are the gatekeepers? What are their criteria? What is the relationship between journalists and public relations practitioners? The extent to which individual autonomy is viewed favorably or unfavorably. Societal expectations of individual roles and responsibilities. Affects professional relationships, audience analysis, public motivations/ values, message construction, etc. Varying cultures dictate different approaches to PR around the world. Language is just one small part of international PR puzzle. It is necessary also that pr learns also about the forces that create cultural differences. History; e.g., Latin Americas colonial experience compared to U.S. Ecology; e.g., climate, geography, resources .Technology; e.g., access to innovations (media, telecommunications) Institutions; e.g., religion, government, education, social.