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Intercultural public relations
through a prism of modern globalization
SUMMARY: The past decades have determined significant changes in the way people,
organizations and entire systems communicate and act, overcoming geographical,
national and cultural boundaries. Globalization has created an environment in which
intercultural communication is inevitable. Before we are able to identify a relation
between culture and Public Relations, we should understand the concept of culture as
well as all its dimensions. Intercultural communication is of great importance in any
field of action today, where privileged place is reserved for the art of communication
with other cultures. The main objective of the paper is the determination of the basic
postulates on which intercultural relations should be developed, with an illustration of
examples from contemporary practice of Public Relations in intercultural environments.
KEY WORDS: Public Relations, Culture, Interculture, Communication, Ethnocentrism.
vlada.botoric@metropolitan.edu.rs
simic.uros@peksserbia.org
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