Cross-Cultural Research Relevance in Public Relations: An Analytical Appraisal

Abstract

This work is an examination of cross-cultural or intercultural research relevance in public relations. It adopts the analytical approach in exploring the fusion between fact-finding on the cultural environments of the publics of an organization and achievement of mutually beneficial relationship that organization and its publics. Therefore to learn more about public relations practice, it is important to explore the assumptions underlying the issue of cross-cultural research. It was recommended among others, that since public relations agencies, in most cases operate or engage clients who transcend various cultures, it becomes imperative that cross-cultural research would be, particularly, indispensable in achievement of public relations objectives.