Cross-cultural aspects of PR campaigns

The article is devoted to the study of cross-cultural aspects in the field of public relations (PR) and their impact on the practical implementation of PR campaigns. In the context of globalization, interaction with diverse cultural groups requires PR professionals to be deeply aware of cultural differences that can significantly affect the perception of messages and the choice of communication channels. The article examines key theoretical models of cultural differences, such as the Hofstede model, and their application in PR strategies. Examples of successful and unsuccessful PR campaigns in various cultural contexts are given, which illustrates the importance of adapting approaches to cultural factors. The results of the conducted research emphasize the need to take into account cross-cultural aspects in the formation of PR strategies in the context of modern challenges of the global market.