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Multicultural Environments and Their Challenges to Crisis Communication

Grounded theory analysis was applied to qualitative interviews with 25 communication professionals concerning cultural influences on crisis. This approach yielded several findings. First, public relations practitioners had difficulties in defining multiculturalism, often equating cultural diversity with communicating with Latinos. Second, interviewees saw cultural differences as just one aspect of diversity, emphasizing that age, religion, and education differences also affect corporate discourse. Third, although professionals considered culture a key element of crisis management, they did not feel prepared to handle the challenges of a multicultural crisis, nor did they report that they used culturally adjusted crisis strategies often. By integrating cultural competence and crisis management frameworks, this study provides the foundation for an in-depth understanding of crises, where scholars and professionals can pair crisis strategies with audiences’ cultural expectations. Training initiatives focused on increasing levels of cultural competence can make organizations and communication professionals ready to the challenges of a global market.