Intercultural Communication (IC) theories proposed by authors such Edward T. Hall, Trompenaars and Geert Hofstede may provide a robust set of tools to better understand how can national cultures influence the communication behaviour players provenients from the respective counter-culture. This can be crucial when crafting messages for target audiences not from the same culture as the writer(s)/creator(s) of the message.
Therefore, if one make use of those IC theories in conjunction with IPR and traditional public relations theories as also defended by Zaharna (2000, 2001) and Ihator (2000), it will bring a considerable upgrade to PR programmes executed across borders.
I am trying to diffuse this idea among scholars and practitioners as I recently did at Sietar's Nederland Symposium "Advancing Intercultural Competence Development: Initiating the dialogue between researchers and practitioners" that took place on 16th October 2013 in Tilburg, Netherlands.
I will continue to do so and I would be glad to hear the opinion from scholars and practitioners about this topic.
Thank you for your attention and have a lovely night :)
Ihator, A. (2000) ‘Understanding the cultural patterns of the world – an imperative in implementing strategic international PR programs’. Public Relations Quarterly, 45(4): 38-44.
Zaharna, R. S. (2000) ‘Intercultural communication and international public relations: exploring parallels’, Communication Quarterly, 48(1): 85-100.