So we’ve talked about every public known to man; businesses, consumers, media, communities, and all that jazz. But what about all the little nuances of each of those sub-groups? Take consumers for example, they are so diverse! They can’t just be clumped together in one big ball, you have to treat every one like the shining star they really are.
In Adventures in Public Relations, my dear friends Guth an Marsh discuss cross-cultural communications. The basic jist is that you have to be aware of the differences in cultures–not just internationally, but domestically as well. America has been called a melting pot, but I think that is in reference to more of a soup than a fondue. By that I mean that you can distinguish the different parts of the whole.
Culture can be defined in many different ways, but Guth and Marsh offer an all encompassing definition:
“Culture refers to a group or community with which we share common experiences that shape the way we understand the world.”
Different ethnic groups are the most obvious example of cultural differences that may require special attention. A well-known example in the communications world happened when an America company tried to supply African citizens with their product. They offered the African people jars of baby food with a picture of a baby on the label. The people were horrified because they thought they were being served ground up babies. If the supplier had done its research, it would have known that, in Africa, the picture on the label of food is an indication of its ingredients. Yikes!
There are many case studies in which cultural and language differences between a company and its consumers led to miscommunication. It is important to do your homework before positioning a campaign–especially when targeting an unfamiliar culture. The site Kwintessential.com has a few more real life (real funny) examples.There are some valuable lessons to be learned from these PR slip-ups.
It’s not easy to communicate with a population as diverse as America’s. These things happen everyday! Ben & Jerry’s recently issued an apology after putting fortune cookie pieces in a limited time flavor, “Linsanity.” The flavor was intended to celebrate the Taiwanese born basketball star, Jeremy Lin, but it inadvertently offended some people. Ben & Jerry’s is known for their celebration of diversity and did the right thing by responding to their publics with honesty and sincerity. This just goes to show how difficult it is to predict how people will react!
To wrap this up, I thought I would share a touching and quite strategic move in cross-cultural communication. The South African burger chain, Whimpy, gained over 800,000 media impressions (and counting) when they created a campaign specifically for blind individuals. Yes, disabled individuals are a whole other culture to consider. Trust me, I studied the American deaf culture and language for four years. It’s fascinating, complicated stuff!
Anyway, the burger chain arranged sesame seeds on burger buns to spell out words and phases in braille, such as “100% beef.” They then surprised fifteen blind individuals by asking them to feel the bun before eating it. You have to watch the video to understand the feel-good nature of the campaign! Their efforts showed that they are both culturally sensitive and creative.
Other companies could learn a thing or two from this campaign. Plus, it’s just plain nice. Now go watch the video and smile!