ABSTRACT
As organizations face more culturally diverse publics both domestically and globally, whether in terms of race, gender, sexual orientation, country of origin, or political affiliation, these organizations face more challenges as well as opportunities in navigating through cultural boundaries. Therefore, the consideration of culture and diversity in a broad sense is increasingly becoming a necessity, rather than an option, in the overall public relations practice at both the organizational and societal levels. At the same time, the publics are embracing their cultural identities and values at a level they have never done before, not only affecting organizational operations, but also leading to the public’s own empowerment and societal change. Regardless of the cultural groups involved, or the cultural factors that need to be considered, practitioners need to be constantly mindful of their capabilities to be open and genuinely appreciative of cultural differences at multiple levels. The chapter also presents an overview of the key concepts discussed in this book.
