I. Read the phrases below. Now read the text again and write the correct word or phrase in each gap a-i

After-reading tasks

Conclusion

PR Materials

Communication Channels

PR practitioners employ many different communication channels when trying to circulate information relating to their campaign. The main channels of communication in the UK or America are the radio, the press, TV, Internet and public spaces. However, these channels may not always be applicable abroad.

In many countries the radio, TV or newspapers may not be the primary source of information. Literacy rates may be poor and/or radios may be expensive. In Africa, only 1.4% of the population have access to the Internet. Even where such channels of communication do exist, such as TV, some methods used by PR practitioners, namely guerrilla marketing, would be interpreted differently in foreign countries. For example, interrupting live TV may be laughed at in the UK but in other countries it would be seen as irresponsible and rebellious.

The usual channels of communication in some countries would simply have no effect in terms of PR. In such countries, local alternatives need to be sought such as religious leaders, tribal chiefs, school teachers or NGO’s. Information coming from such figures will not only reach the audience but be perceived as more credible than if it were from foreigners.

The use of publicity materials in PR campaigns such as logos, slogans, pictures, colours and designs must all be 9) …….. Pictures of seemingly innocuous things in one culture could mean something different in another. For example, a company advertised eyeglasses in Thailand by featuring a variety of cute animals wearing glasses. The ad failed as animals are considered to be a low form of life in Thailand and no self respecting Thai would wear anything worn by animals. Similarly, logos or symbols are culturally sensitive. A soft drink was introduced into Arab countries with an attractive label that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli and refused to buy it.

The above cited areas are but a few of those that require decent cross cultural assessment by PR practitioners if they wish their international and cross cultural campaigns to succeed. The aim of implementing a cross cultural analysis in PR is to build campaigns that target the audience as best as possible, meaning appealing to their world view while avoiding offence.

a) Crucial

b) a foreign audience

c) convey

d) require

e) successful

f) failure

g) the cross cultural distinctions of the target culture

h) money-orientated

i) cross culturally examined.

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