www.kaplan.edu public relations in not-for-profit organizations
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Public Relations in Not-For-Profit Organizations
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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
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Seminar Objectives
Explore the concepts of ”culture”
Examine possible culture clashes
Discuss successful cross-cultural communication
Seminar 8
Overview
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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
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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
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Cultural Characteristics
attitudes about time.
attitudes about formality.
attitudes about individualism.
attitudes about rank and
hierarchy.
attitudes about religion.
Seminar 8
Cultures
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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
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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
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Dangers in Cross-Cultural Communication
The Communication Model
Source Message Channel Receiver
Feedback
Encoding DecodingNoise
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Dangers in Cross-cultural Communication
Challenges to unchanging core
values
Gestures and clothing
Stereotyping
Seminar 8
Cultures
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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
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Successful Cross-Cultural Public Relations: A Process
Stage Six: Testing
Stage Seven: Evaluation
Stage Eight:Advocacy
Stage Nine: Continuing education
Seminar 8
Cultures
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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
www.kaplan.edu
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
www.kaplan.edu
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
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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