Getting ready for intercultural public relations

As the market experiences continued internationalization and becomes worldwide in scope and application, PR educators must consider the impact globalization has on their practices. Organizations are demanding new kinds of services from public relations as they need to understand and communicate to fragmented audiences, aligning their corporate global images and policies throughout the world, but adapting their messages to local audiences. PR practitioners are being asked to fulfill more strategic functions in the international arena, which requires from them new skills and knowledge, particularly, cultural sensitivity and intercultural communication skills.

However, several authors and studies suggest lack of preparedness for the intercultural or international arena among PR practitioners, educators and students, and lack of academic offerings and research in intercultural/international public relations.

This research assessed public relations educators' opinions about the impact of globalization on public relations practice and education and invited them to contribute ideas to incorporate intercultural/international perspective in PR education. A national cross-sectional mail survey of university PR educators in the United States was conducted using mailing lists from the Public Relations Division of the Association for Education in Journalism and Mass Communication (AEJMC) and the Educators Section of the Public Relations Society of America (PRSA). Additionally, 15 in-depth telephone interviews were done with PR educators who are actively involved in international work.