On the Practical Use of Theoretical Intercultural Differentiation: The 'International Communication Dashboard' in Real Use in Product PR (Vom praktischen Nutzen theoretischer interkultureller Differenzierung: Das 'International Communication Dashboard' in der konkreten Anwendung bei Produkt-PR)

PR Magazin, No. 6, pp. 65-70, 2010

6 Pages Posted: 21 Jun 2010 Last revised: 5 Jul 2010

See all articles by Bodo Kirf

Bodo Kirf

Fachhochschule Salzburg (FHS) University of Applied Sciences

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Multiple version iconThere are 2 versions of this paper

Date Written: 2010

Abstract

In a business world where international communication is becoming increasingly important for both large and medium-sized companies, it is important for businesspeople and communication professionals to know some of the pitfalls that could befall them and tips to avoid such problems.

This paper deals firstly with the theory of international communication, presenting an “international communication dashboard” to show key differences between the country issuing the communication and the target country.

The authors then present five case studies of international product PR to show what problems can arise, before going on to reveal “five golden rules” of international communication, showing how the problems could be avoided by using the communication dashboard.

Note: Downloadable document is in German.

Keywords: PR, communication, international, intercultural

JEL Classification: Z10, M30

Suggested Citation

Kirf, Bodo and Sievert, Holger, On the Practical Use of Theoretical Intercultural Differentiation: The 'International Communication Dashboard' in Real Use in Product PR (Vom praktischen Nutzen theoretischer interkultureller Differenzierung: Das 'International Communication Dashboard' in der konkreten Anwendung bei Produkt-PR) (2010). PR Magazin, No. 6, pp. 65-70, 2010, Available at SSRN: https://ssrn.com/abstract=1626209

Bodo Kirf

Fachhochschule Salzburg (FHS) University of Applied Sciences ( email )

Markt 136
Salzburg-Kuchl, 5431
Austria

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
1885 Stadium Rd
Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

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