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- Introduction
- What is culture?
- Culture is like an Iceberg
- Culture and its core elements
- What is intercultural communication?
- Which are the challenges in intercultural communication?
- Transnational communication skills
- Enhancing cultural awareness for transnational communication
- Choosing adequate communication strategies
- Intercultural Conflict Management
- Stumbling blocks in Intercultural Communication
- Which are the elements that may lead to a conflict situation?
- Conflict strategies
- Conflict prevention
- Working on the intercultural image of the organisation
- What is the “image” of an organisation?
- Why should you adapt the image of your organisation to cultural premises?
- How can you work on your intercultural image?
- Quiz
- External resources
Working on the intercultural image of the organisation
Why should you as a volunteer organisation work on the image of your organisation?
A positive image is important to be successful. As a volunteer organisation you don’t need to “sell” a product, but you will have to make yourself known as an organisation and in this role present your ideas, your values and goals. There may be other volunteer organisations with a similar mission from which it is important to differentiate to become more visible. You might want to get more members, bind existing ones, raise more funding, increase the amount of donations and have more active partners. Maybe you even look for other organisations to work with. With a positive image it will be easier to reach these goals. [Link Unit 1] (See also Missoni and Alesani, 2014, pp. 365 and 368f.)
Information, facts and emotions circulating in various on-line and off-line media channels and connected to the image of a certain organisation are often perceived intuitively. Organisations feel that they may not have control over how their organisational image is perceived by others. This is why they naturally wish to channel their own public perception and why they put quite some effort in strategies to lead the perception in a wished direction.
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