ERIC Number: ED253900
Record Type: RIE
Publication Date: 1984-Oct
Reference Count: 0
The Multinational Challenge: A Public Relations Phenomenon.
To show that the bottom line for successful operation of a multinational company is understanding the cultural background of its employees and adapting to cultural change, this paper cites studies indicating that attitudes, communication, interpersonal skills, and motivation may be more important than technical skills in ensuring success in foreign countries. The paper reviews research showing the impact of cultural customs on multinational businesses and examines positive and negative cases involving cultural factors. It then stresses the need for more sophisticated communication techniques to keep pace with the increasing growth of multinational companies in the United States and abroad and with the cultural changes that these companies must be prepared to accept. The paper concludes that public relations students have the intellectual base necessary for consulting/communication positions in the multinational companies, and that these students need to prepare for global employment opportunities by taking more business courses, learning languages, and participating in internships with multinational companies. (Author/FL)
Descriptors: Business, Case Studies, Communication Problems, Communication Research, Communication Skills, Cultural Awareness, Cultural Differences, Education Work Relationship, Intercultural Communication, Interpersonal Communication, Job Skills, Organizational Communication, Public Relations, Speech Communication
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Multinational Corporations
Note: Paper presented at the Annual Meeting of the Public Relations Society of America (Denver, CO, October 14-17, 1984).