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Communication Channels
PR practitioners employ many different communication channels
when trying to circulate information relating to their campaign. The
main channels of communication in the UK or America are the radio,

the press, TV, internet and public spaces. However, these channels may
not always be applicable abroad. In many countries the radio, TV or
newspapers may not be the primary source of information. Literacy rates

may be poor and/or radios may be expensive. In Africa, only 1.4% of the
population have access to the internet. Even where such channels of
communication do exist, such as TV, some methods used by PR
practitioners, namely guerrilla marketing, would be interpreted

differently in foreign countries. For example, interrupting live TV may
be laughed at in the UK but in other countries it would be seen as
irresponsible and rebellious. The usual channels of communication in

some countries would simply have no effect in terms of PR. In such
countries, local alternatives need to be sought such as religious leaders,
tribal chiefs, school teachers or NGO's. Information coming from such

figures will not only reach the audience but be perceived as more
credible than if it were from foreigners.
PR Materials

The use of publicity materials in PR campaigns such as logos,
slogans, pictures, colours and designs must all be cross culturally
examined. Pictures of seemingly innocuous things in one culture could
mean something different in another. For example, a company

advertised eyeglasses in Thailand by featuring a variety of cute animals
wearing glasses. The ad failed as animals are considered to be a low
form of life in Thailand and no self respecting Thai would wear anything

worn by animals. Similarly, logos or symbols are culturally sensitive. A
soft drink was introduced into Arab countries with an attractive label
that had a six-pointed star on it. The Arabs interpreted this as pro-Israeli
and refused to buy it.

Conclusion
The above cited areas are but a few of those that require decent
cross cultural assessment by PR practitioners if they wish their

international and cross cultural campaigns to succeed. The aim of
implementing a cross cultural analysis in PR is to build campaigns that
target the audience as best as possible, meaning appealing to their world

view while avoiding offense.