Communicating across cultures
From ancient times we have sought to communicate. Making connections is a basic, primordial human desire. Yet our ability to do so is often frustrated. The biblical Tower of Babel was about the whole earth speaking a single language and, with concerted effort building a tower to the heavens, only to be thwarted. From that point on, there was a proliferation of languages, erecting barriers between us.
Similar tales pervade Mesopotamian and Sumerian literature. Irrespective of the veracity of these accounts, today more than six and a half thousand languages are spoken across 195 countries – and within those languages are a multitude of dialects, accents and other differences. We are a world divided.
The internet and other technologies are making strides to counteract this. Whether we’re using Google Earth to see a place before we visit, or Google Translate (other search engines also available) for a quick and dirty understanding of a text, it’s easier than ever to understand, and to make ourselves understood. But we face more than mere linguistic barriers. Timezones can cause headaches, as can cultural differences.
At Curzon, we frequently find ourselves on conference calls with clients across far-flung destinations – from India and Pakistan to Bilbao and Lausanne. The nuance of a phrase, the context of a conversation, and the danger of inference and assumed knowledge are potential pitfalls as we strive to connect with clarity and efficiency.
And yet, the satisfaction of delivering results makes it worthwhile. When you see your efforts translated into tangible successes, it provides reassurance that cross-cultural communication can work extremely well. Brands need cultural, as well as linguistic translation. The adage of ‘think global, act local’ is manifesting itself increasingly, bringing consumers consistency, couched in context.
Global affairs analysts, pundits and visionary businesspeople are talking about ‘Globalisation 4.0’. This is a paradigm shift which forward-thinking public relations consultants must keep abreast with. Professor Klaus Schwab, founder and executive chairman of the World Economic Forum believes that:
“The unprecedented pace of technological change means that our systems of health, transportation, communication, production, distribution, and energy – just to name a few – will be completely transformed.”
The professor is right. The majority of Curzon’s work is with governments and companies in countries who want to attract investment from, trade with, or exert influence in the UK, Europe and the Western World. We are constantly increasing our capacity and ability to navigate and translate organisational objectives into reality, in London and beyond. We specialise in strategy at the nexus of developed and growth markets.
This means that we frequently travel to meet our clients and prospects, and develop a strong sense of their proposition, their brand and their positioning. Face to face contact is essential for developing mutually-beneficial, effective relationships – and for delivering results. Body language and other emotional expressions convey far more sentiment and meaning than can be absorbed on a Skype or WhatsApp call. Our conviction is that we must always be an extension of our client’s team – never an outsourced provider, remote from their world.
One of our clients is a well-respected Indian manufacturer. They have a global outlook and have opened offices around the world, selling into 100 countries. It’s a visionary business, and has invested heavily in Europe, with a London office and a substantial and growing presence in both the Netherlands and Hungary. We provide them with corporate communications counsel, enabling them to maximise their impact, heighten brand awareness, and shape perception across multiple markets.
We wouldn’t have been able to do that without getting to know them inside out: visiting their factories and offices, building rapport with key members of the C-Suite, understanding the competitive landscapes in which they operate, and getting under the skin of the business. That represented an investment on both their part and on ours, and it is now paying dividends. There are no substitutes, no short cuts. The strongest communications emerge from a wellspring of shared experience.
Globalisation is irreversible. It’s an exciting process, with huge potential for free trade and international dialogue. Capital, culture, ideas, people and products move ever more freely, creating an ecosystem of global integration. Nations, regions, cities and societies no longer stand alone. Forward thinking organisations have been taking advantage of this for decades, but the growth is now exponential.
If you’re expanding internationally, you need a strategy and communications partner to act as a catalyst for growth. You know where to find us. Let’s work together to make the world smaller, and better.
Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com
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