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Breaking Down Borders

By: Susan Iskiwitch | 10/01/2007

Kathleen passed along a New York Times article titled A Cellphone Without Borders.

Having traveled overseas for work and play several times, the article and the product it covers really lead me to think about international communication.

It's no stretch to claim that we've morphed into a global business economy, with communication practices to match. Calling someone on another continent can be as easy as buzzing a colleague in the next office. E-mail and the internet have arguably done more to shrink the world than any other phenomenon. High speed jets push businessmen and businesswomen across borders to attend meetings.

So it's a given that we can communicate with anyone, regardless of where in the world they are. But for people in PR, whose very existence depends on savvy and sensitive interpersonal communication, it's the how that really matters.

Don't assume a common language equals common communication practices. There are multiple nuances and codes of conduct that govern interactions in other cultures that might never occur to Americans.

Used to greeting a client with a warm “hi?” That might be insulting to some overseas. Concerned with an unreturned e-mail or a delayed phone call? Don't feel slighted, some countries operate with less regard to deadlines and time constraints. Interested in small talk or more personal banter? In some countries, such conversations can be seen as overstepping corporate boundaries.

So pick up that phone and call the person in the country next door. But acknowledge the responsibility to understand international cultures and respect their business practices. A well-rounded and worldly PR professional owe clients nothing less.

Viva les différences!

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