Intercultural communication in transnational work

How to build a public image, is a vast topic which cannot be treated here in its due completeness. What we do here is to give some tips and starting points for further reflection.

1. Enhance Trust: “If actions are inconsistent with the declared values and mission, this will result in a negative image in the long run” (Missoni and Alesani, 2014, p. 370).

So work on the definition of your values and work on your mission as a volunteer organisation. Ask yourself the questions Missoni and Alesani (2014, p. 370) suggest:

• “What are the essential characteristics of the organisation and its mission?
• What are its values, social positioning, expertise and qualities?
• What are the internal and external representations of the organisation?
• Which are the elements that make the organisation and its expertise unique?
• Does the organisation’s identity correspond to the externally perceived image?”

In relation to your intercultural image ask yourself:

• Which elements relevant to the image are culturally especially important?
• Are culturally relevant messages communicated clearly enough to be perceived also by partners from other cultures?
• Do our messages signal respect and appreciation of diversity?
• How accessible is our organisation for those with physical and mental handicaps?

2. Be transparent, be accountable (Missoni and Alesani, 2014, pp. 228f. and p. 374): To see what this implies check the International Non-Governmental Organisations Accountability Charter https://s3.amazonaws.com/webprofile-ngos/Files/22/INGO-Accountability-Charter_en.pdf (accessed 20.7.2020).

There you will also see which elements are important to comply to when you want your organisation to answer for the values of transparency and accountability.

3. Be visible: Visibility is “the visual identity of an organisation” (Missoni and Alesani, 2014, p. 371). Elements of the visual identity should be:

• Recognisable
• Symbolic
• Coherent
• Unique
• Applied systematically to all element of the visual identity.

A logo, social colours and a font system are elements that contribute to the creation of a visible identity (Missoni and Alesani, 2014, p. 371).

From an intercultural point of view, please remember that the elements contributing to the visible identity of your organisation can be interpreted differently according to the culture-specific perception.

Which elements should be handled with care from an intercultural point of view?

• Colours: colours may have different meanings in different cultures. Here are some examples (Usunier and Lee, 2013, p. 265)

• Sounds and naming: When choosing the name of your organisation, take into account that not all sound combinations are equally pronounceable for speakers from other countries. If your organisation already has a name, be prepared to hear an unusual pronunciation.

If you look for a name for your organisation which should work internationally, here are some tips (Usunier and Lee, 2013, p. 350f.; Luthe, 1994, p.88f.):

• Be careful to choose sound combinations easy to articulate for most speakers.
• Choose rather short words which are easy to remember.
• If you opt for an acronym, make sure it is one that works also for speakers from other cultures.
• Check double meanings in other languages.
• Consider that not all speakers are used to the same reading direction. Speakers used to the Latin alphabet read from left to right, Arabic cultures, for example, are used from right to left. The same is true for the interpretation of images or symbols.

1. Create your network: Networking is important for enhancing your visibility and making you known as volunteer organisation (Missoni and Alesani, 2014, p. 373). How can you let your international network grow?
   • Look for organisations working internationally either in your country or abroad with similar interests and values.
   • Think of the best way to contact interesting organisations. Different cultures have preferred ways of communication. Some, for example some Mediterranean countries, may prefer personal, verbal communication more than others.
   • Look for public events where you can meet stakeholders.
   • Organise an event where you can meet people with similar interests.

For more tips please look here https://www.fundsforngos.org/featured-articles/7-steps-for-ngos-to-build-a-network/ and https://www.salto-youth.net/downloads/toolbox_tool_download-file-591/COMMUNICATION%20AND%20NETWORKING%20FOR%20NGOs.htm

In summary: Working on the intercultural image is a process you can shape. Once the image circulates in the world your influence on it is restricted. So be mindful of how you shape it. The elements discussed above will help you to find your way to internationalisation.