Effectiveness in multicultural public relations is assessed by the degree to which communication
1. Affirms participants’ cultural identities
2. Aspects the diversity of interpretation
3. Reinforces participants’ self concepts
4. Enhances the parties’ relationship
5. Embraces the constitutive nature of communication
6. Recognises the contextual nature of communication.
The social interpretative theory of multicultural public relations incorporates the immense necessity of cultural sensitivity on the part of the PR practitioner. But the debate arises in the area where the PR practitioner himself may be biased due to his cultural background or the misinterpretation of the receivers’.
The counter arguement would be the extended training in cultural intelligence. The appropriate method to tackle this problem would be to have representatives of different cultures. But this might not boost the effectiveness of the functioning of the organization which in the end aims to heighten the bottom line.
