العوامل الثقافية المؤثرة على القائم بالاتصال في العلاقات العامة الدولية : (قراءة على ضوء نظرية النسبية الثقافية )‎

الملخص EN

This research addressed the cultural factors that are affecting the communicator in international public relations in light of the theory of the cultural relativism.

The research aimed to find out the nature of cultural differences between societies and how can for professionals in international public relations understanding the culture of other and communicate with him peacefully.

The researcher used qualitative and interpretative methodology.

Some of the important results of the research are: The Communities are affected by cultural factors that are composed from values, customs, traditions, prevailing and inherited ethic, languages, religious beliefs, fashion, gender, colors indication, freedoms, individual and group rights, and the links that connect the people of this community with each other.

These cultural factors has a great impact on the management methods of the organizations and their organizational behavior, and therefore affects communication functions for international public relations International organizations may face crises because of their limitation in understanding the values and the cultural traditions of their audiences.

Therefore, the international institutions which are crossing borders in need for activities of international public relations, because of their need to understood international public opinion and understand the nature of their work, policies and objectives, in order to work with their internal and external audiences in full cooperation.

The research recommend the communicators in the international public relations necessity to respect organizational and societal culture in order to avoid from falling in any cultural prolem.