“We seldom realize, for example, that our most private thoughts and emotions are not actually our own. For we think in terms of languages and images which we did not invent, but which were given to us by our society.” – Alan Watts

The practice and principles of PR swing on the hinges of a sustained striving goodwill, sound mutual understanding and relationships built on trust with one’s consciously defined community – publics, as may be determined by the organization’s core business and other forms of economic and social investment interests.

As a matter of responsibility, it is important to engage in the practice with a sustained investment in the engagement of well articulated, time tested strategic communication approach designed to suit the planned programmes of action.

For this to genuinely manifest in a manner that endures and achieves greater impact, the way of life of the people involved – spiritual or temporary – must be given a premium consideration when incubating policies and articulating action plans that would be of benefit to the organization’s selected publics.

Research has proven that since the creation of humankind and through human evolution, humanity at almost every point has been immersed in cultural diversity – faces, clothes, smells, attitudes, taboos, values, traditions, behaviours, beliefs, rituals and festivals.

With critical examination and references to this piece, this diversity immensely influences and impacts on everything in the ecosystem. It would be a crude act of insincerity to assume that PR as a form of human activity is immune.

To succeed, one must make efforts to align aright. Therefore, a visionary organization with sincere intent should determine, define and plan programmes of action that align with the culture and tradition of the people for the purpose of the overall interest of the organization and the stakeholders.

This must be implemented in agreement with universally acceptable business practices, the human community norms and values, professional ethics and government policies. It must be done, consciously flowing with the current of good virtues to invoke positive competition without putting aside the tenets, vision, mission, core values and objectives of the establishment.

To achieve this, PR professionals must be ready to carve a niche, groom others, prioritize research and promote organizational leadership counseling, while implementing programmes of action that will serve both the organization and its publics.Also, the interest of the internal publics of the company should be at the front burner.

As the saying goes, “Give to Caesar, what is Caesar’s.” Also, it is not right to shift the ancient boundaries. Therefore, it would be a great disservice to one’s quest to abuse the people’s traditional attitude. It would also amount to gross negligence of professional ethics to abuse the cultural norms and values of a people or a community where your business is domicile. A company can still make impactful long-term progress without continually swimming turbulent cultural or traditional waters in which survival is unguaranteed.

Therefore, PR professionals in genuine service to humanity and to client who desires to make sustainable progress should, as a matter of devotional diligence, not only be knowledgeable and experienced in the ancient cultural concerns of the stakeholders they’re consulting or working for, but should  without prejudices also be vested in their customs, laws, statues, spiritual or temporal tenets.

Considering the high impact of globalization and the influence of today’s communication landscape, cultural trust and reliability are needed to endear an organization’s publics.