Chapter 14

Question 1

Cultures

Answer 1

hard to define
“social group that is smaller than a civilization but larger than a small community”
larger than a public
made up of many publics
opportunity/challenge for PR

Question 2

Cross-cultural communication exists

Answer 2

between:
different countries
different groups within a country
different companies
any two groups that have different cultures

Question 3

International PR

Answer 3

not all cross-cultural comms is international
“cultural diversity and identity tend strongly to conform to national borders” - Banks
only 9/100 would speak english

Question 4

Cultural characteristics include attitudes about (CRAFT BIRD):

Answer 4

colors/numbers/symbols
rank/hierarchy
assimilation/acculturation
formality
time

business communication
individualism
religion
diet/tast

Question 5

cross-cultural communication

Answer 5

refers to exchanges of messages among members of different cultures
sometimes called “intercultural communication”
suggest hazards of crossing a border into partially unknown territory

Question 6

Comms Model w cross-cultural

Answer 6

SOURCE to ENCODING (senders selection of words/images) to MESSAGE to CHANNEL to DECODING (receiver’s attempt to produce meaning from message) to RECEIVER to FEEDBACK lots of noise

Question 7

Cross-cultural interpersonal communication

Answer 7

challenges to unchanging core values
gestures and clothing
stereotyping

Question 8

Successful Cross-Cultural PR Process (ACR LTD ACE)

Answer 8

1. Awareness (ie studying)
2. Commitment (don’t just pop in)
3. Research
4. Local partnership (bring members of culture into comms team)
5. Testing
6. Diversity
7. Advocacy (commit across org via advocate)
8. Continuing education
9. Evaluation