Communication is the successful sharing of information and ideas from one person to another, or to many others. Crucially, effective communication is rarely one-way. A meaningful dialogue enables us to build relationships, cultivate mindful interactions and drive productivity in business environments. Our world is inexorably evolving into a state of hyper-globalisation: we are becoming a connected planet. Therefore, cross-cultural communication is more critical than ever.

But what happens when our intended messages get lost in translation? How can we successfully engage beyond borders to create meaningful interactions and deliver clear results?

Experience

Managing the complexities and sensitivities of working with different cultures is a multi-faceted task. At Curzon, we thrive in environments that others feel reluctant to venture into. We feel comfortable embracing ambiguity, and have navigated complexity through campaigns in countries as diverse as China and Canada, Israel and India and Spain and Switzerland. There are vast differences between these nations, yet several principles and patterns are consistent.

As a strategic consultancy, we work with governments, listed corporates, real estate developers and high-profile businessmen on projects from foreign direct investment (FDI) initiatives to soft power and cultural diplomacy. One thing is consistent: we aim to deliver reputation building campaigns in diverse environments, always being mindful of connecting with target audiences and wider stakeholders.

Understanding

Not all cross-cultural communication requires a herculean effort, but it does demand a blend of cultural awareness and curiosity.

Being aware of our own culture is core to deciphering the subtle verbal and non-verbal cues given by others. These indicators must be noted and acknowledged in a respectful manner to avoid miscommunication. Heeding and correctly interpreting nuances and intricacies of interaction is a key to success. Relationships break down when people talk at cross-purposes.

According to a global survey by CultureWizard, cultural challenges are by far the biggest hurdle to global virtual team productivity, with “18 percent reported that their companies have lost business opportunities because of cultural misunderstandings…”

The impact of poor cross-cultural communication is undeniably huge. Put simply: you sell less, you win less and your brand equity suffers, if you fail to overcome these hurdles.

Engaging a communications consultancy may be the first step towards streamlining communications for your brand, for both internal and external stakeholders. Good PR leads to ROI.

Awareness and clarity

As communications professionals, we serve as a catalyst to close the gap between what is said and what is actually understood. Two core principles help us – self-awareness and clarity.

Corporate self-awareness is needed every bit as much as individual self-awareness, with candour and sometimes brutal honesty. Whether your challenge is international expansion or engaging team members across multiple territories, in multiple languages and timezones – getting to the core of problems requires communication, and a determination to work around cultural incongruities. Are you micromanaging, or not managing at all? Are departments working in silos due to cultural miscommunication? These all contribute to fragmentation, demotivation, and, ultimately, poor performance.

A determination to be willing to do what it takes to close gaps is a great start, but it’s not enough. Strategies and structures to ensure better engagement are needed, but still they’re insufficient.

Effective cross-cultural communication comes into its own when tactical plans are crafted, implemented and executed consistently, with the full endorsement of the senior leadership. It’s an investment of both time and money, but it yields rewards.

Many C-Suite executives and other senior leaders are left flustered and frustrated at their cross-cultural communications efforts, when, in spite of doing everything right, they still don’t win the pitch or close the deal. The underlying problem is often a question of clarity: have I effectively conveyed my messages to the person with whom I am communicating? American pollster, Frank Luntz put it well: “It’s not what you say, it’s what people hear.”

We all communicate every day in many ways, so it’s easy to be blasé about it as a professional discipline – but PR is a fine art. It should influence without force and persuade without coercion. Being clear, precise and respectful should be our number one priority when engaging beyond borders. That’s when positioning and profiling results in changed perception and effective persuasion.

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 [email protected]