On the Practical Use of Theoretical Intercultural Differentiation : The 'International Communication Dashboard' in Real Use in Product PR (Vom praktischen Nutzen theoretischer interkultureller Differenzierung: Das 'International Communication Dashboard' in der konkreten Anwendung bei Produkt-PR)

In a business world where international communication is becoming increasingly important for both large and medium-sized companies, it is important for businesspeople and communication professionals to know some of the pitfalls that could befall them and tips to avoid such problems. This paper deals firstly with the theory of international communication, presenting an “international communication dashboard” to show key differences between the country issuing the communication and the target country. The authors then present five case studies of international product PR to show what problems can arise, before going on to reveal “five golden rules” of international communication, showing how the problems could be avoided by using the communication dashboard