Impact of Multicultural Communication on Public Relations in Global Brands in China

Abstract

Purpose: The aim of the study was to analyze the impact of multicultural communication on public relations in global brands in China

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Multicultural communication helps global brands in China connect with diverse audiences by aligning PR strategies with local cultural values. Culturally adapted campaigns build consumer trust, while missteps risk damaging reputations. Leveraging digital platforms like WeChat enhances engagement and responsiveness. Effective PR requires cross-cultural training and localized approaches to succeed in China's complex market.

Unique Contribution to Theory, Practice and Policy: Cultural dimensions’ theory, intersectionality theory & the excellence theory may be used to anchor future studies on  the Stakeholder engagement is critical brands should involve their consumers and communities in CSR decisions and solicit feedback to make initiatives more impactful and responsive to consumer values. Governments should enforce standardized CSR reporting frameworks to ensure that brands provide clear, credible, and comparable data on their social and environmental efforts.