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A Cross-Cultural Comparison Of Perceptions By Public Relations Practitioners In The United States And Germany, Leila Schmidt

Theses and Dissertations

In our globalized world, becoming aware of the interdependence between public relations and culture becomes more and more important. This cross-cultural study combines an emic and etic approach to explore how PR practitioners in two individualistic countries, the United States of America and Germany, experience and perceive the impact of culture on their practice, specifically the development of campaigns. To understand the broader image, the study incorporates Hofstede’s (2009) cultural dimensions; to examine similarities and differences in terms of cultural nuances, the study relates to Spitzberg’s (2015) intercultural communication competence. The participants consisted of sixteen male and female PR practitioners …