Successfully communicating across cultures

By Aliki Vrohidis

America is thought of as a large melting pot. Different races, ethnicities and cultures come together, sharing ideas and intermixing values. In regards to communications, though, a one-size-fits-all approach simply does not work. While leaving out groups of society can cause damage to a brand, sometimes these niche messages are not cost effective.

In last week’s Minnesota Public Relations Society of America “Communicating Across Cultures” discussion, journalism, marketing and public relations leaders shared best practices to work within a cross-cultural structure to effectively communicate messages to a vast array of audiences.

The event, held at the Bush Foundation, was moderated by Venezuelan native Ederick Lokpez, CEO of Raices Media. Panelists included Duchesne Drew, community network vice president of the Bush Foundation; Luis Fitch, founder and creative director of UNO Branding; Paula Thornton Greear, public relations and marketing strategist and senior consultant at Tunheim; and Jamal Abdulahi, a Star Tribune Your Voices blogger.

Lokpez pointed out that minority audiences are greatly underserved by organizations, and asked the panel what they thought cross-cultural communications meant.

“Cross-cultural communication means being aware of the differences we see in the world, but appreciating the prevalence of minorities by having open and honest communication,” said Drew.

The other panelists reiterated why a cross-cultural communication approach is so important.

“America has always been, and will always be, cross-cultural,” said Abdulahi.

Lokpez noted as a cross-cultural communications challenge that we live in a society where anyone who wants to get offended will. However, Thornton Greear urged that as communicators it is our obligation to raise our voices and not be afraid.

Other challenges the group noted were:

• Possibility of going to court in a foreign language

• Thirty-three percent of the U.S. population identifying with one or more minorities

• Dealing with sensitive issues

• Being the minority in the workplace

• Executives being uninterested in marketing to small groups

Fitch articulated that although there are challenges with cross-cultural communications, executives will listen if you show them the bottom line. Cross-cultural communication strategies must showcase how targeting these markets will improve the company’s well-being.