During the recent ECCO Global Communications Network meeting in Düsseldorf, as I sat at a table with fellow communication agency entrepreneurs from around the world, I was particularly struck by Melanie von Groll’s presentation on multicultural collaboration, says Lorenza Basseti founder of renowned Italian PR-Agency, Ad Mirabilia.
“I found her scientific approach to interactions between people from different nationalities and socio-cultural backgrounds truly enlightening. Human behavior is shaped by deeply varying values, which has a decisive impact: in an international context, even the most brilliant strategy can only work if it considers and integrates the unique sensitivities and perceptions that define each culture.
Von Groll summarized this concept by quoting a powerful phrase from Peter Drucker: “Culture eats strategy for breakfast”, highlighting how cultural dimensions always outweigh strategy, to the point of potentially nullifying it.
Over the course of the workshop, this statement took on an increasingly profound meaning: for a strategy to succeed in a multicultural context, one must first understand and respect the specificities of each reality. Never has this concept been as crucial in the world of PR as it is today: in an increasingly interconnected era, understanding and embracing cultural differences is no longer an option but a necessity for effective communication.
As the CEO of an agency with a highly international client portfolio, I witness this daily.
Von Groll’s presentation was based on Erin Meyer’s studies, particularly her bestseller “The Culture Map,”which explains how to break down the invisible barriers that can hinder global business. The book identifies 8 fundamental dimensions that define professional interactions, from communication and leadership to decision-making and conflict management. Each culture positions itself uniquely along these axes, creating a complex mosaic of approaches and expectations.
Just think about a meeting involving a Japanese client, an American partner, and a European team: cultural differences emerge in every aspect of the interaction. While some cultures favor direct communication, others place greater emphasis on unspoken cues—the famous “reading the air” that is so crucial in Asian culture.
“We are humans before we are employees,” concluded von Groll, emphasizing that professional relationships are, above all, human relationships.
This is precisely the fundamental role of PR: building relational bridges, even across cultures.
For me at Ad Mirabilia, this is the path to follow with increasing awareness”
“Culture eats strategies for breakfast” is a famous qoute by management consultant and writer Peter Drucker.
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