International public relations involves establishing mutually beneficial relations between companies/institutions and publics in other nations. It faces challenges from differences in language and culture between countries. In "high context" cultures, meaning is often implicit based on environment and relationships rather than explicit words. American/European styles are more "low context" relying on exact words. Examples show how phrases can be misunderstood between cultures like "rubber" meaning eraser in Britain but misunderstood in the US, or "Got Milk?" literally translating to "Are you Lactating?" in Spanish. US public relations firms are sometimes hired by foreign governments to promote issues like tourism or influence US policy and commercial interests through counseling and communications in English. Firms must consider