Relationship between Russian societal culture and public relations strategies

Abstract

The study is a part of the dissertation about the influence of environmental variables on public relations in companies in Russia. This paper is focused on the relationship between public relations strategies and societal culture as defined in the GLOBE theoretical framework (House et al. 2004) with nine dimensions: uncertainty avoidance, power distance, institutional collectivism, in-group collectivism, gender egalitarianism, assertiveness, future orientation, performance and humane orientation. Quantitative research was conducted on the sample of 225 public relations specialists. According to our findings, the societal culture significantly influences two-way, symmetrical, asymmetrical, ethical, unethical, interpersonal, mediated communication and conservation strategies. The study did not confirm same influence on one-way communication and cultural interpretation.