*Chuan Tek Pheung, Lee Joo Yun

Abstract:

This research examines the intercultural factors in Malaysian public relations (PR) practices in the context of a multiethnic nation by exploring cultural sensitivities among practitioners. In particular, it explores the influences of cultural diversity through the cultural sensitivity theory, by examining whether ethnicity and religion affect messages and campaigns, and if education and language heighten effectiveness or cause miscommunication. Semi-structured interviews were conducted with 10 public relations (PR) practitioners. By categorising the interviewees’ responses, the collected data was subjected to a thematic analysis. Findings show that ethnicity does affect how PR practitioners target different publics; in particular, religious sensitivity is necessary to not offend people’s beliefs. Educational background improves the sociocultural aspects of communicating with a diverse audience.

Keywords: Malaysia, public relations, intercultural communication, multiethnic nation, cultural sensitivity