This document discusses strategies for successful multicultural public relations. It defines multiculturalism as describing cultural diversity and promoting this diversity through ideologies or policies. It also discusses whether societies can be described as "melting pots", where cultures blend together, or "salad bowls", where they remain distinct. The document provides examples of companies seeking to protect their brands in different cultural contexts and discusses issues around cultural appropriation. It also examines data on teens' use of social media and their reasons for disliking Facebook. Overall, the document advocates considering different cultural norms and perspectives to avoid miscommunication in intercultural interactions.

1. Diverse Groups: Successful
Strategies in Multicultural PR
PR в условиях культурной
специфичности
Richard Linning
Дни PR и маркетинга на Юге 2013
5 июня 2013

2. Monument to Multiculturalism
Toronto, Canada
Buffalo City, South Africa – Changchun, China
Sarajevo, Bosnia – Sydney, Australia

4. Multiculturalism
• descriptive
– cultural diversity
• normative
– ideologies or policies that promote this diversity
• multiculturalism is a society “at ease with the
rich tapestry of human life and the desire
amongst people to express their own identity
in the manner they see fit”

6. Melting Pot or Salad Bowl?

7. Seeking protection for their "brand“
Accessories for Land Rover – barefoot trainer technology – Louis
Vuitton’s line of beach towels, hats, scarves and duffle bags

8. Washington Redskins
Native Americans consider the ‘R-word’ a racial, derogatory slur, akin to
the ‘N-word’ among African Americans or the ‘W-word’ among Latinos.

9. Ethiopian Fine Coffee
Trademark registration of top three Ethiopian fine coffees - Harar,
Yirgacheffe and Sidamo

10. Melting Pot or Salad Bowl?

11. 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 doesn't 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 it's drama central”.
Male (age 18)
“It’s where people post unnecessary pictures and they say unnecessary things”

12. My perspective

15. Targeting YOU!
• Your online activity
– Monitored
– Captured
– Aggregated
– Analysed
– Employed
• searches
• cookies
• pricing

18. Intercultural communication
• We communicate as we do because we are raised in a particular
culture and learn its language, rules, and norms. Different cultures
(and subcultures) may have different rules and norms.
• cultural level
– the other's culture, its dominant values and norms
• sociocultural
– the other's group membership, or the groups to which they seek to
belong
• psychocultural
– data. the individual's characteristics, most relevant to communication
with friends.
• Gudykunst &Kim, "Communicating With Strangers: An Approach to
Intercultural Communication," in Bridges Not Walls New York: McGraw-Hill,
1995

20. Six to avoid
• Ethnocentricity
– because English is widely spoken, do not expect everyone to understand
spoken or written English.
• Jargon and Slang
– even regional cultures within a larger culture, develop unique sets of jargon
and 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 cultures
view it differently
• Time
– different cultures have markedly different approaches to time keeping

21. Would you ... ?
• Use the same approach world-wide
• Consider traditional knowledge and practices as
‘backward’
• Let cultural differences become a source of
conflict
• Ignore culturally-dependent enabling and
counteracting forces
• Fail to take language barriers into account.

22. A Challenge
• With 180,497
competing brands what
does it take to stand out
from the crowd?