Cultural variance as a challenge to global public relations
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Cultural Variance as a Challenge to Global Public Relations. A Case Study of the Coca-Cola Scare in Europe Hella Heiderich Juliane Arndt. Structure cultural variability uncertainty avoidance and power distance -> how this affects the reaction of the public to a crisis

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Cultural variance as a challenge to global public relations

Cultural Variance as a Challenge to Global Public Relations

A Case Study of the Coca-Cola Scare in Europe

Hella Heiderich

Juliane Arndt


Structure

  • cultural variability

  • uncertainty avoidance and power distance

    -> how this affects the reaction of the public to a crisis

  • example: Coca-Cola incident


Cultural variability
Cultural variability

  • Globalization -> cross-national conflict shifting

  • Opportunities / challenges for PR


Understand different reactions
Understand different reactions

  • Uncertainty avoidance

  • Power distance

    (Hofstede)


Affection on communication
Affection on communication

  • Low certainty avoidance = no communication

  • High certainty avoidance = communication

  • High PDI = trust in leaders


Coca cola scandal
Coca-Cola scandal

  • 1999, Belgium

  • School kids drank coke and got ill

  • Coca-cola did not accept any responsibility

  • After 9 days the CEO tried to solve the problem;


What happened
What happened?

  • low power distance and low uncertainty avoidance = USA

  • Complex cultural variations in Europe


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