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Communication and PR from a Cross-Cultural Standpoint

Practical and Methodological Issues

Edited By Valérie Carayol and Alex Frame

How should we approach cultural diversity in the workplace? Multinational corporations, transnational project teams and glocalised production and distribution processes raise challenging issues for communication and PR professionals. The complex nature of these communication processes often shows that existing models of cross-cultural or intercultural communication are inadequate to allow researchers or professionals get to grips with the complexity of the interactions encountered.
This book aims to pinpoint and address the apparent limits of many traditional intercultural communication research methods when they are applied to real situations in today’s hybrid and cosmopolitan global organisations. Written by distinguished scholars from around the world, the chapters challenge traditional ways of thinking and established academic categorisations. The chapters are structured around three main lines of questioning: how can we approach multicultural teambuilding situations where culture is a multi-faceted and multi-level dynamic construct linked to identity and experience, rather than ‘simply’ a question of national habitus; how can we study emerging concepts, categories and practices in such situations using culturally sensitive qualitative research methods; and how can we approach the field of PR from very different cultural standpoints?

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Introduction

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Alex FRAME & Valérie CARAYOL If our globalised world can be characterised by increasing contact between nations and cultures, nowhere is this more marked than in the domain of international business. Multinational corporations, trans- national project teams and glocalised production and distribution processes all raise cultural issues which present multiple challenges for communication and PR professionals in the twenty-first century. Yet the multiple and complex nature of the communication processes involved is such that existing models of cross-cultural or intercultural communication may often seem inadequate to help researchers or professionals get to grips with the complexity of the interactions en- countered. This volume seeks to pinpoint and address the apparent limits of many traditional intercultural communication research methods, when they come to be applied to real situations in the hybrid and cosmopolitan world of today’s global organizations. It features conceptual, epistemo- logical and methodological papers, but grounded in real communication problems and solutions experienced in multinational workplace situations. The volume is the fruit of an ongoing research project carried out within the framework of the European Public Relations Education and Research Association (EUPRERA) network, which brings together PR professionals and academics of many different nationalities, with a shared interest in the fields of PR and organisational communication. Inspired by operational questions faced by practitioners and researchers, this book aims both to highlight stumbling blocks and to propose practical and methodological solutions for those carrying out micro- level research or professional studies in this field. The different chapters, contributed by recognised...

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