Industry perceptions of intercultural competence in Singapore and Perth

This study investigates public relations practitioner perceptions of intercultural competence i.e. the skills required in an increasingly globalized world. The findings, drawn from analysis of interviews with seventeen practitioners in two cities in Australasia, reveal intercultural competence is perceived as integral to public relations practise, regardless of whether the public relations activity occurs across national borders. Although practitioners value personal attributes such as openness and adaptability, the findings suggests that practitioners require intercultural competence, as procedural knowledge i.e. of specific cultures and as conceptual knowledge i.e. a reflexive and dynamic understanding of culture. More research is needed to understand the relationship between culture and public relations, and industry expectations regarding intercultural competence in an era of globalization.