Since a culture and a public are very different, and there are many obstacles to successful cross-cultural public relations, one has to think about the relationships between two or more very different business styles, and ethnic groups, etc.
As discussed in class, cross cultural communication really includes many aspects.
Awareness, commitment, research and partnerships, as well as testing and evaluations.
So since many cultures have different attitudes about time, for example, it has to be taken into account that the formalities of one business meeting aren't exactly the formalities of another. Formality, rank, religion, colors and symbols: Research needs to be done diligently to understand these aspects of a company one is working with.
An example of this is formality: Do you shake hands? Bow?
Cross cultural communication, according to the text, "works best when an entire organization commits to it. Commitment requires a persistent focus."
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