Archive for February 5th, 2010

This week we looked at Global PR and how the PR paradigm work across cultures!

This topic makes me think allot about globalisation, tactics, methods and culture boundaries.

I personally believe that PR practice has its own rules, methods and ways in every country that practices. I cannot expect to use the exactly same format of PR that they UK practices in Greece, as UK and Greece are two completely different countries with their own laws, ethics and culture.

In my own opinion a good global company is the once who knows where to adapt and adjust to the surroundings of every nation.

In order to enter a foreign market, you have to understand the country you trying to enter. You need to analyse the MACRO environment, looking at PEST (Political-Economical-Social-Technology) then find a formula that will work where you trying to enter and looking as well the current trends and social factors as well as the culture.

A good example to understand culture boundaries are Hofstede’s five cultural dimensions (Low vs. High Power Distance – Individualism vs. collectivism – Masculinity vs. femininity – Uncertainty avoidance and Long vs. short term orientation)

Culture refers to uniqueness of each nation. Every country has its own style, knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, concept of time, roles, relations and all this makes it special and only one of its kinds.

According to Hofstede, in order to be able to value and understand how a system works in other countries someone has to be aware of the different environment and people. It is crucial not to forget that people in other countries experience emotions and behave in a different way compared to the lifestyle someone else is used to. Additionally, these people face and deal with problems and general the daily life, following a different methodology.

Taking all that into account and follow the global trends a firm has lots of chances to success and be a player in the global market!

And not to forget a Roman etymology…..

“si fueris Romae, Romano vivitomore; si fueris alibi, vivito sicut ibi”
(If you are in Rome, live in the Roman way, if you are elsewhere, live as they do there)

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