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Research Paper | Communication or Media Studies | Indonesia | Volume 8 Issue 7, July 2019 | Popularity: 6.5 / 10

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The Public Relation Role of Building Multicultural Communications for Multinational Companies

Citra Ayu Puspita

Abstract: Multinational organizations consist of members of multicultural organizations and business activities related to shareholders, consumers and other multicultural stakeholders. This condition has become a challenge for multinational companies. The diversity of cultures that are not managed well can have a negative impact on misunderstandings in communication and taking actions that can be accidentally stated incorrectly by other cultures. These conditions have a negative impact on the sustainability of the business where there is no good cooperation between employees and also experience difficulties in marketing and establish good relations with stakeholders. Therefore, a strategy is needed to establish multicultural communication with multinational companies and how the role of public relations in establishing multicultural communication is the topic of this writing. Multicultural communication can be done by starting to learn about other cultures, adjusting to being in another culture, knowing the habits of coworkers and stakeholders from other cultures. Public relations basically has a role in building relationships with the public both internally and externally which are under certain cultural threats and to evaluate attitudes (cultural threats). The role of public relations in multinational organizations namely representing corporations in their domestic markets, facilitating transactions with local government and constituents on issues related to international companies, helping to bridge the communication gap between foreign management and top management at the head office, conducting public relations activities in host country and as a communicator in building inter-cultural relations both with employees and the public.

Keywords: communication, multicultural, public relation, multinational

Edition: Volume 8 Issue 7, July 2019

Pages: 1391 - 1398

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