CULTURAL DIVERSITY IN THE PRACTICE OF INTERNATIONAL PUBLIC RELATIONS
CULTURAL DIVERSITY IN THE PRACTICE OF INTERNATIONAL PUBLIC RELATIONS

Summary/Abstract: Cultural diversity refers to the cultural differences that exist between people and collectivities, as multiple entities: traditions, customs, manner to approach education, manner to approach society from an intercultural perspective. According to some authors, cultural diversity is the essence of practicing international public relations. Those who practice such public relations must have an open and tolerant attitude for managing communication involving people from different cultural backgrounds; otherwise, conflict situations and tensions may arise which would compromise the achievement of the objectives. Through the present scientific approach, we will highlight some aspects regarding cultural diversity in international and regional initiatives and the fact that this is the essence of practicing international public relations; also, we will highlight the need to respect cultural diversity in the theaters of military operations.

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