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As the world has been shrinking every day, the business world has been developing new methods in order to penetrate into the new markets and public relations. Organisations have been continuously seeking trust of the customers of various regions and different cultures. The practitioners of public relations are therefore compelled to take innovative communication programs that can enable them to innovate the communications methods that can help in gaining global competitive advantage by including culture in the respective methods. The culture and communication impact each other in a significant manner. Public Relations as an activity of communication can be hugely influenced by culture.  Public relations experts have been trying to include both societal and organisational culture which can impact the public relations communication and the approach by which the people can react in the context of the message that has been conveyed.

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