“In-awareness” approach to international public relations

Global public relations and communication management: A European perspective

“…Wakefield (2001) and Botan (1992), on the other hand, declared that "successful public relations in the multinational is not 'top-down"' (p. 644), but that has to be empirically investigated. So, it is important to question how practitioners are prepared for work on the global scene (Freitag, 2002;Newsom, VanSlyke Turk, & Kruckeberg, 2001), including cultural "in-awareness" (Zaharna, 2001) and considerations of indigenous local cultural practices around the world (Choi & Cameron, 2009). Multinational corporations nowadays operate predominantly in English as the joint language with new challenges for both native and non-native language users (Vesala-Varttala & Varttala, 2010).…”

Tipping the balance: A decision-making model for localization in global public relations agencies

“…Zaharna (2001) used an intercultural approach to describe three levels of external country-specific factors that affect localization: country profile, cultural profile, and communication profile. The country profile consists of the "the structural components of a country or national entity that influence international public relations" (Zaharna, 2001, p. 137).…”

“…Zaharna's (2001) three-level typology comes closest to providing guidance about localizing specific strategies and tactics. Localizing public relations tactics may include adapting verbal, nonverbal, and visual communications; rhetorical style; and the overall communication matrix.…”

International public relations: A synopsis of German-speaking and Anglo-American research approaches

“…Quite early Botan (1992, p. 157) and later Zaharna (2001) noted that international PR should always be understood as cross-cultural PR, since communication processes cannot escape country-specific characteristics and contexts. Banks (2000, p. 20) approves this premise and speaks of multicultural PR in the international environment.…”