-”Now, more than ever before in human history, more people are coming into contact with people from cultures other than their own.” -Robert Gibson
-In successful cross-cultural communication, senders must understand how a message will be decoded before they can effectively encode it (the message should ideally reamin shaped by values that unite the organization.)
-Achieve successful cross-cultural PR:
1. Awareness: can include studying a foreign language, liberal arts courses
2. Commitment: Personal & Organization’s commitment
3. Research: Reading cultural magazines, websites, books, etc.
4. Local Partnership: Consider bringing a member of that culture into organization’s communications team
5. Diversity: if PR team is diverse it can ensure successful cross cultural PR
6. Testing: Test relationship-building tactics on trusted members of culture you plan to address
7. Evaluation: Look for effectiveness
8. Advocacy: Persistent focus
