Cultural and Global Perspectives in International Public Relations: Stakeholder Management in the Sino Chilean Case Study

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Paper Session: Public Relations Interactive Poster Session

Abstract

There is still debate on the role played by culture on International Public Relations (PR), and whether a global model of may apply to any culture. This article aims to enrich this debate by presenting an empirical case study: Chilean firms´ Public Relations (PR) strategies towards their Chinese publics and the dual dimension -global and cultural- of their practice. Using a mixed methodology, this study presents interesting findings on the practice of international public relations, and specifically, stakeholder management. On the one hand, Chilean companies have mostly developed a global approach, insofar they lack tailored strategies towards their Chinese publics and, by doing so, assuming Chinese stakeholders as “global public”. On the other, the actual practice of stakeholder management -through their firm's executives- is carried out by placing culture as critical for successful stakeholder management. Specifically, Chilean executives use guanxi as the main driver of their relationship management.

Authors

• Claudia Labarca, Pontificia Universidad Catolica de Chile

• Rodrigo Antonio Rojas Hernández, Pontificia Universidad Católica de Chile