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PR в условиях культурной специфичности


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Доклад Ричарда Линнинга (Richard Linning), президента Международной Ассоциации по связям с общественностью (2011г.), эксперта Совета Европы по вопросам инвестиционной привлекательности Восточной Европы и Ближнего Востока на форуме "Дни PR и маркетинга на Юге" - 2013.

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PR в условиях культурной специфичности

  1. 1. Diverse Groups: SuccessfulStrategies in Multicultural PRPR в условиях культурнойспецифичностиRichard LinningДни PR и маркетинга на Юге 20135 июня 2013
  2. 2. Monument to MulticulturalismToronto, CanadaBuffalo City, South Africa – Changchun, ChinaSarajevo, Bosnia – Sydney, Australia
  3. 3. Multiculturalism• descriptive– cultural diversity• normative– ideologies or policies that promote this diversity• multiculturalism is a society “at ease with therich tapestry of human life and the desireamongst people to express their own identityin the manner they see fit”
  4. 4. Melting Pot or Salad Bowl?
  5. 5. Seeking protection for their "brand“Accessories for Land Rover – barefoot trainer technology – LouisVuitton’s line of beach towels, hats, scarves and duffle bags
  6. 6. Washington RedskinsNative Americans consider the ‘R-word’ a racial, derogatory slur, akin tothe ‘N-word’ among African Americans or the ‘W-word’ among Latinos.
  7. 7. Ethiopian Fine CoffeeTrademark registration of top three Ethiopian fine coffees - Harar,Yirgacheffe and Sidamo
  8. 8. Melting Pot or Salad Bowl?
  9. 9. Pew Internet & American Life Project 2013• Teens dislike Facebook– constraints through an increasing adult presence,– high-pressure or otherwise negative social interactions (“drama”)– feeling overwhelmed by others who share too much.• Female (age 19)– “Yeah, we go on Twitter and Instagram cos my mom doesnt have that.”Female (age 15)– “If you are on Facebook, you see a lot of drama.”Female (age 14)"Facebook can be fun, but also its drama central”.Male (age 18)“It’s where people post unnecessary pictures and they say unnecessary things”
  10. 10. My perspective
  11. 11. Targeting YOU!• Your online activity– Monitored– Captured– Aggregated– Analysed– Employed• searches• cookies• pricing
  12. 12. Intercultural communication• We communicate as we do because we are raised in a particularculture and learn its language, rules, and norms. Different cultures(and subcultures) may have different rules and norms.• cultural level– the others culture, its dominant values and norms• sociocultural– the others group membership, or the groups to which they seek tobelong• psychocultural– data. the individuals characteristics, most relevant to communicationwith friends.• Gudykunst &Kim, "Communicating With Strangers: An Approach toIntercultural Communication," in Bridges Not Walls New York: McGraw-Hill,1995
  13. 13. Six to avoid• Ethnocentricity– because English is widely spoken, do not expect everyone to understandspoken or written English.• Jargon and Slang– even regional cultures within a larger culture, develop unique sets of jargonand slang.• Personal Space– different cultures can take significantly different approaches to personal space• Stereotypes– put stereotypes and assumptions aside.• Eye Contact– direct eye contact may symbolise respect in Western cultures, other culturesview it differently• Time– different cultures have markedly different approaches to time keeping
  14. 14. Would you ... ?• Use the same approach world-wide• Consider traditional knowledge and practices as‘backward’• Let cultural differences become a source ofconflict• Ignore culturally-dependent enabling andcounteracting forces• Fail to take language barriers into account.
  15. 15. A Challenge• With 180,497competing brands whatdoes it take to stand outfrom the crowd?