When moving onto a more global perspective on Public Relations, culture sensitivity becomes a major trigger for any campaign to succeed. The notion of PR differs accross borders and so do cultural norms, traditions and regulations.With the rapid move of globalisation PR rarly stays in contact with only one geographical target group. Therefore, PR practise (needs) to be flexible, and can no longer take a systemized western approach to reach out to different publics on a global level.
PR practise around the globe is shaped to fit in into thousands of different cultural settings, struggling to match identities and needs of an uncomptable number of different target groups. Additionally, its practise is significantly shaped (limited) by regulation on both a legal and moral level.
The circuit of culture is a brave attempt to explain the interaction between these variables. In its turn, the ability of interpreting these variables will give the difference between a successful pr-campaign and a total waste of money and effort.
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