ABSTRACT
Sensitivity to and appreciation for cultural differences and socioeconomic factors are necessary to build trusting relationships with any group. The US has a rich diversity of human resources and public relations expertise to actively participate in developing multinational public relations programs. Public relations practitioners responsible for developing a cooperative partnership in another country should make every effort to learn that nation’s history, language, and other cultural dimensions. Scholar Maureen Taylor described eight societal factors that influence the practice of international public relations: the level of media development and professionalism; the level of economic development; political ideology; societal tolerance for activism; the strength of labor unions; state-to-state relations; and the relationship between government and business. According to the International Public Relations Association’s Campaign for Media Transparency survey of public relations professions, cash payment for story placement is common in Eastern and Southern Europe and in Central and South America.
