ABSTRACT
Organizations seek diversity for several reasons: Diversity is often a moral goal; it can be a regulatory requirement; it improves the organization's public image; it attracts the best employees; it improves decision-making. Diversity in strategic communication staffs is more than a moral policy or compliance with regulations; it is a good business decision. Even within the same country, people from different cultural backgrounds have different values, concerns, hopes and communication traditions. Although strategic writers should carefully study the values and concerns that unite members of a target audience, they also should be aware of differences within the target audience. As international strategic communication becomes a daily reality, the dangers of cross-cultural blunders increase. Having a diverse communication staff—and seeking knowledgeable partners in other nations—increases the likelihood of recognizing and preventing cross-cultural blunders. Strategic writers should avoid stereotyping members of the target audience.
