1. Analyse whether public relations acts as a beacon of excellence in multi-culturalism.
Introduction
This write up discusses the concept of multiculturalism, while examining its cause and effect
on organisations, societies and countries around the world. Then in dealing with the crux of
the challenge posed by this critical reasoning question, contemporary cases are used as
reference point for analysis, to show the crucial role played by public relations in dealing
with the differences that occur within multicultural societies.
Multiculturalism: The Concept
Culture is a phenomenon that is innate to human beings and has a relatively longer history of
scholarship than communication or public relations (Sriramesh & Vercic 2012, pg. 9). It is
said to be the set of accepted behaviour patterns, values, assumptions and shared common
experiences among a group of people (Cultural Savvy). While attempts to link culture with
public relations only began in the 1990s, the trend of studying the implication for
multiculturalism in public relations is a much more novel development occurring in the 21st
century (Freitag and Stokes, 2009).
The Oxford Dictionary of English (2011) defines multiculturalism as the existence of several
cultures or ethnic groups within a society. But according to the Dictionary of Social Science
(2002), multiculturalism can be defined in two ways.
“As a descriptive term, it refers to the coexistence of people with many cultural identities in a
common state, society, or community. As a prescriptive term, however, it is associated with
the belief that racial, ethnic, and other groups should maintain their distinctive cultures
within society yet live together with mutual tolerance and respect.”
Freitag and Stokes (2009) highlight the importance of studying multiculturalism as an
emerging trend with far-reaching implications for public relations. Citing the US as an
example in their book, Global Public Relations, the duo found worthy of note, the prediction
by demographers that minorities will comprise a third of the US population by 2016. Each of
this said minority group possessing distinct cultures that aggregate to make the US one of the
most diversely populated countries in the world.

2. The existence of multiculturalism in places like America and Europe is due majorly to
immigration and the influx of foreigners in search of better living conditions. The reality of
the astounding piece of statistic earlier quoted is further driven home by the offer of
legitimate citizenship status set to be made by President Obama’s administration to about 5
million illegal immigrants in November, 2014. Most of who had left tough environments in
their home countries. (Washington Times)
As shown by the American example, multiculturalism certainly thrives in a heterogeneous
society; one which operates an open system and allows the exchange of input and output
through boundaries that are permeable. Paradoxically, open systems must continually change
to remain the same – an enduring set of interacting units. (Broom, 2009, Pg. 193)
It is possible, however, to place countries on a multicultural spectrum, with the US, Canada
and European countries like Sweden having the most heterogeneous populations in the world,
on one extreme while Asian countries like Korea, Japan and to some extent, China, who
make conscious efforts to maintain homogeneity, occupy the other extreme. This is because,
no matter how closed a system is or appears to be, there will always be a level of variation or
diversity that will exist as a result of interaction among its closed population or with the
population and the environment. A country’s borders is never totally impermeable just as
Broom (2009, Pg. 192) notes in the book, Effective Public Relations, that social systems are
never completely closed or totally open. Bigger proof that multiculturalism exists in supposed
homogeneous countries would be inherent in the name Jasmine Lee, the first non-ethnic
Korean to be elected into Parliament (groovekorea.com), although Korea is one of Asia’s
most racially homogeneous countries as it prides itself in the value of its ethnic purity
(ABC.net).
Africa is home to some of the most ‘naturally’ occurring multicultural countries in the world.
Natural in this context is used to connote multiculturalism that did not result from non-
historical immigration, which was how most of the multicultural societies in Europe emerged.
On Fearon’s list of most ethnic and most culturally diverse countries (2003), African states
occupy 14 of the top 15 positions, while tiny Oceania country, Papua New Guinea was top of
the list. African countries that feature high on the list include: Tanzania, DR Congo, Uganda
and Liberia. Nigeria occupies 19th position with 389 ethnic groups, over 500 languages, two
major religions and an Ethnic Fractionalization Index of 0.805000. This index of cultural

3. diversity by Fearon is said to be biased towards linguistic variations as opposed to genetic
diversity and other variations (Wikipedia 2014). However, it paints a fair enough picture that
can be referenced.
The effect of multiculturalism on an organisation or society is known to be double-faceted.
Positively, a Fortune study carried out in 1999 and cited by Neil Kokemuller (2014) in his
article, The Advantages and Disadvantages of a Multicultural Workforce, indicates that a
culturally diverse group within an organisation provides a broader range of resources and
viewpoints on issues or challenges which ultimately leads to better resolutions. On a negative
side, the difference in cultures when not properly managed has the potential to breed conflict
and raise new challenges.
In Nigeria, multiculturalism has been more of a divisive factor than a uniting one (Folarin et
al 2009). Folarin et al further infer that since the amalgamation of the Northern and Southern
protectorates, multiculturalism has been instrumental in the challenge of nationhood,
culminating in a Civil War, agitations for state creation, sovereign national conference,
rotational presidency, and zoning and in recent times, ethnic and religious insurgency as well
as terrorist violence. With the country more often than not divided along the lines of ethnicity
and religion, the challenge has consistently been how to foster unity and move the country
forward for the betterment of its citizenry.
Multiculturalism: The Challenge to Public Relations
On his first official outing in 2011, the Prime Minister of Great Britain, David Cameron, used
his speech at the Munich Security Conference to address the issue of terrorism in his country
from a multicultural perspective.
His speech reads in part:
“Under the doctrine of state multiculturalism, we have encouraged different cultures to live
separate lives, apart from each other and apart from the mainstream. We’ve failed to
provide a vision of society to which they feel they want to belong. We’ve even tolerated these
segregated communities behaving in ways that run completely counter to our values.”

4. His words highlight one of the negative effects of multiculturalism on not just in the British
state, but in a lot of other multicultural societies in, Africa, Europe and the United States of
America. Cameron however used his speech to also outline his vision for the creation of a
stronger national identity by concluding like this:
“There are practical things that we can do. That includes making sure that immigrants speak
the language of their new home and ensuring that people are educated in the elements of a
common culture and curriculum. It will help build stronger pride in local identity, so people
feel free to say, ‘Yes, I am a Muslim, I am a Hindu, I am Christian, but I am also a Londoner
or a Berliner too’. It’s that identity, that feeling of belonging in our countries, that I believe is
the key to achieving true cohesion.”
Prime Minister Cameron’s vision sums up the expected role of public relations in a multi-
cultured state.
The practice of public relations is described as strategic in intent and focused on the
production of envisioned changes among groups of people, organizations and the society at
large (Sriramesh & Vercic 2012).
According to the Canadian Public Relations Society, public relations is the strategic
management of relationships and its diverse publics, through the use of communication to
achieve mutual understanding, realize organizational goals and serve the public interest.
(Flynn, Gregory & Valin, 2008 as cited by CPRS)
By these definitions, PR in the 21st century is clearly burdened with the responsibility of
ensuring the cohesive inclusion of all groups, by creating a central identity within the
confines of multiculturalism.
It can be inferred therefore that public relations and multiculturalism are two mutually extant
phenomena in that, on the one hand, the practice of public relations without dealing with a
diversity or variety of individuals within a group or audience is impracticable. On the other
hand, the task of driving collective ownership in the face of cultural diversity begins with
effective communication of messages specifically tailored to each group or sub-group whilst
also managing conflict situations that may arise.

5. Public relations should be considered as a strategic tool in the hands of government,
institutions and private organisations seeking to make a positive impact in a multicultural
society or attempting to get a relatively homogeneous society to embrace multiculturalism.
Zuckerberg’s subtle shot at China’s Great Wall
Last year, Facebook founder and CEO, Mark Zuckerberg, managed to endear himself to a
group of Chinese locals as well as an international audience when he held a 30-minute long
question and answer session in Mandarin while on a visit to the Tsinghua University in
Beijing. This he did despite the ban on the social network by the Chinese government. As
Washington Post writer, Abby Phillip puts it:
“For the audience of Chinese students, Zuckerberg’s first words in Mandarin clearly came as
a huge shock. The audience chuckled, clapped then exclaimed when it was clear he wasn’t
going to stop.”
Though opinions were split on the quality of Zuckerberg’s Mandarin, there appeared to be a
consensus among Chinese natives at home and abroad, many of whom commended the effort,
courage and determination of one of the busiest CEOs in the world to learn one of the most
difficult languages in the world.
One of the biggest critics of the Zuckerberg’s Mandarin stunt was Chinese-born American
financier and CEO of New York Global Group was Benjamin Wey.
“Zuckerberg spoke to an audience in Beijing for half an hour in Mandarin. The crowd went
wild, and the story went viral. Meanwhile, I, Chinese-born Benjamin Wey, speak English
hour after hour every day in New York, and I don’t even get a squatting ovation.” (Wey
2014)
But even Wey ended his post, 4 Thoughts on Zuckerberg’s Mandarin, acknowledging that the
attempt may have gotten the Tech Entrepreneur a reasonable amount of goodwill, even if not
enough to get his social network unbanned in China. According to Wey, speaking the
language of your hosts, no matter how badly, wins you points. It means you respect them and
their culture enough to try.
The success of Zuckerberg’s stunt notwithstanding, the Tech genius may not have gotten
through to the entire Chinese population. Apart from his Mandarin being termed as mediocre,
30% of China’s 1.3 billion population do not speak Mandarin at all; according to Director of

6. China’s state Language Commission, Li Weihong (Bloomberg BusinessWeek 2014). They
communicate in one or more local dialects.
Nevertheless, it would be fair to admit that this population was unlikely to be educated since
Mandarin is the country’s Lingua Franca. And the fact that the Q&A was held at a University
meant that Facebook founder’s action was mainly targeted at Chinese literates. Public
relations practitioners consequently may be required to do more than target on the basis of a
common language. It also proves that a supposedly homogenous target audience showing a
set of similar characteristics, and so classified by the public relations practitioner as a target
audience for the purpose of communication, will more often than not deviate from being
homogenous due to the number of other differences that may exist within the group.
Spirit of Lagos – The Reawakening
Lagos, the commercial nerve centre of the world’s most populous black nation, is admittedly
home to one of the most diversely populated cities in the world. Owing to the heavy influx of
local and international migrants, most of visit for the purpose of commerce and industry, and
the level of success that has been attained by non-locals; the city has often been referred to as
‘No Man’s Land.’
But the state government is looking to change that through ‘Spirit of Lagos’, a behavioural
transformation campaign aimed at promoting shared culture in the face of diversity,
collective ownership and responsible citizenship. According to the organizers;
“There is the need to revisit the fundamentals, restore them, share them and protect them.
For this dream to become a reality, there is no doubt about the need for the residents of
Lagos to start thinking change as a precursor for a change in behaviour necessary to
complement and sustain the extraordinary physical infrastructural and economic
development going on in the state.” (Daily Independent 2014)
The campaign exploits multiple platforms, including electronic and print media, Out-Of-
Home (OOH), experiential and social media to reach the masses. On the planning team sits a
number of seasoned PR practitioners who have developed a local angle, cultivating key
relationships, fostering contacts and acquiring databases, cultural tastes, and target for the
campaign as suggested by Macleod (2005).

7. Tactical executions involve multi-lingual communications, with dissemination of key
messages in English and all major Nigerian languages; Hausa, Yoruba and Igbo, thereby
underscoring the importance of the state as a microcosm of the nation. The campaign also
highlights through a reward system, exploits of ordinary citizens with notable contributions to
the development of the state. Agenda setting has also been a major tool. Public discourse on
issues around responsible citizenship and governance has been initiated on electronic, print
and social platforms and competition for the young ones to be rewarded.
Coca Cola unites India and Pakistan
Corporations and multinationals are also attempting to turn cultural differences to
opportunities for effective communication. According to M. J. Akbar, the Editorial Director
of India Today, enduring tensions between neighbouring countries, India and Pakistan date
back to the mid-1900s with occurrence of wars and conflicts between both countries proving
to be a recurring decimal.
Coca-Cola set out to break down barriers and create a simple moment of connection between
two nations in its ‘Happiness without Borders’ campaign. High-tech vending machines with
3D touchscreen technology were installed in two popular shopping malls in Lahore, Pakistan
and New Delhi, India – two cities separated by only 325 miles, but seemingly worlds apart
due to decades of political tension. The machines were used to project a streaming video feed
onto the vending machine screen while simultaneously filming through the unit to capture a
live emotional exchange. People from both countries and various walks of life were
encouraged to complete a friendly task together – wave, touch hands, draw a peace sign or
dance – before sharing a Coca-Cola. The filming crew captured more than 100 interactions
between people of all ages and from all walks of life, none of the people featured in the film
are actors, and their reactions were completely natural (Coca Cola Company, 2013).
In explaining the rationale for the campaign the Integrated Marketing Communications
Director, Coca-Cola India said:
“We wondered what would happen if people from these two countries came together.”
(Campaign India, 2013)
The project leader, Jackie Tulloch, compared the live simulcast experience to looking into a
webcam, face-to-face with another person. “Your actions are literally mirrored. Adding a

8. touch screen allowed us to play interactive animations so people could trace things like a
heart or smiley face together.”
The Coca Cola initiative, like Zuckerberg’s Mandarin chat session and the Spirit of Lagos
campaign, shows how public relations shines through a multicultural environment. Coca
Cola’s attempt, beyond being advertising-driven, showed a thought process that embodies in
every way possible, the element of public relations, as it sought ways to engage with locals
from the two countries in their natural environments by fostering brotherhood and love in the
face of conflict.
The project also appears to be deeply rooted in the corporate mission and values of the
Company, part of which is to inspire moments of optimism and happiness, and also
encourage collaboration in the face of diversity.
Conclusion
Conclusively, Public relations professionals are called upon to deliver more effective
messages; promote deeper understanding between an organization and its publics (Ravazzani,
2006). The practice of public relations therefore continues to positively rub off on
multiculturalism as it takes on the responsibility of engaging these diverse audiences and
uniting groups and individuals with dissimilar cultures; and in each case beaming the
spotlight on factors that unite them and helping them tolerate each other despite the
differences.
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