1. Anastasia Psarra
Oana Stefancu
Oliver Bailey
Ioana Ruxandra Mindruta
Fluffy Orange PR
Corporate Communication Workshop
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2. Fluffy Orange PR
Understanding Cross-cultural management
• Cultural knowledge
• Corporate culture stereotypes
• Appropriateness of management style
• Cultural dimensions
• Non verbal communication
• How to avoid conflicts
• Conflicting cultures
• Psychological barriers of expatriates
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3. History of PR in China
1980 Western PR
1980 - 1985 ‘Ms PR’
1986 – 1989 Beginning of PR professionalism
1989 – 1992 ‘Rethinking period’
1992 – 2000 Declining of PR
2000 - 2011 PR revitalized
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4. History of PR in America
1980 600 University PR
courses
1999 CPRE report
release
2003 Over 20,000 PR
students
2004 – 2011 PR
dominance
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5. Corporate culture
“Corporate culture is a pattern of
assumptions, invested, discovered, or
developed by a given group, as it
leans to cope with the problem of
external adaption and internal
integration, that has worked well
enough to be considered valid, and be
taught to new members, as the
correct way to perceive, think, and
feel in relations to these problems.” (Thompenaars and Hampden – Turner, 2004)
Schein (2004 : 21)
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6. International variation in preferred
corporate cultures
Incubator – Person culture Guided missile – Task culture
• sco • fin
• mex • nzl
• mal • can • nor
• aus • swe
• irl • us • uk • bra
Egalitarianism
• ger
• ita • fr • swi
• spa
• chi • jap • pol
• bel
• por • den
• ind
• cub
Family – Power culture Eiffel Tower – Role culture
Informalism
(Thompenaars and Hampden – Turner, 2004)
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7. Areas influenced by corporate cultures
Use of Effect
money change
Management Develop staff
style and leaders
Power
Corporate Assess
orientation improvement
culture
Source of
cohesion Reward staff
Principle of Definition of
control excellence
Attract,
retain and
motivate
talent 7

8. Different approach in Chinese and
American organizational culture
Effect change
Key power to respected “insiders” |Spontaneous self organization
Definition of excellence
High level of social influence | Achieve desired results
Principle of control
Deeply respected persons | Integrity of own solutions
Power orientation
Powerful personalities | “Knowledge is power”
Motivate talent
Loyalty and trusted “insider” | Effective solutions
Reward staff
Deep respect | Admiration
Management style
Depth of mutuality | Team objectives and goals
Use of money
A token of respect | Symbol of success
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9. Management styles
The seven key methods of managing successfully across cultures
• Hierarchy
•Group focus
• Relationships
• Communication
• Time orientation
• Change tolerance
• Motivation
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10. Cultural dimensions
Power
distance
Long term Masculinity
vs. short
term
vs.
orientation femininity
Individualis
Uncertainty
m vs.
avoidance
collectivism
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11. Psychological barriers of expatriates
Psychological
adjustment
Unwillingness
Psychological
to learn, International
barriers to adjustment
adjustment embrace and
adapt
Socio-cultural
adjustment
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12. Conflict in cultures
‘Sharing the same bed,
but having different
dreams’
Differences in Origins, Values, Norms
Differences in Expectations, Objectives, Strategy
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13. How to avoid conflict
Use humour Mimic body Better follow,
carefully language than lead
Learn a few
words in Be punctual
Chinese
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14. Non Verbal Communication
“The most important thing in
communication is to hear what isn’t
being said.”
Peter F. Drucker
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15. Practical tips I
1 3
2
4 5
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16. Practical tips II
Avoid prolonged eye
contact
Use moderate Silence- viewed as
gesturing restful
Chinese
High-context culture
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17. What to wear
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18. Thank you for attending
Questions?
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