Public Relations

IOSR Journal of Business and Management (IOSRJBM) ISSN: 2278-487X Volume 3, Issue 6 (Sep,-Oct. 2012), PP 14-18 www.iosrjournals.org

Cross-Cultural Research Relevance in Public Relations: An Analytical Appraisal

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Chinenye Nwabueze, Ph.D, 2Nnamdi Nweke, 3Luke Ejezie

Department of Mass Communication Anambra State University Igbariam Campus (Research Fellow) Department of Mass Communication Anambra State University Igbariam Campus

Abstract: This work is an examination of cross-cultural or intercultural research relevance in public relations.

It adopts the analytical approach in exploring the fusion between fact-finding on the cultural environments of the publics of an organization and achievement of mutually beneficial relationship that organization and its publics. Therefore to learn more about public relations practice, it is important to explore the assumptions underlying the issue of cross-cultural research. It was recommended among others, that since public relations agencies, in most cases operate or engage clients who transcend various cultures, it becomes imperative that cross-cultural research would be, particularly, indispensable in achievement of public relations objectives.

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Introduction

Professions, people, institutions and organizations do not exist in a vacuum. They exist in a specific culture or socio-cultural environment. Public relations is a profession that basically deals with the maintenance of a good relationship between an organization and its publics. Public relations agencies operate within specific cultural settings. Be it an international or local agency, its operations factor in the cultural settings of the host community of the agency or that of the target audience. Culture is all-encompassing sphere which permeates every facet of life. Public relations is a profession that deals with various publics often sometimes existing in diverse cultures. For any business activity to survive it must thread cautiously in the cultural...