An Intercultural Competence Model of Strategic Public Relations Management in the Peru Mining Industry Context

Abstract

This study develops and tests an intercultural competence model of strategic public relations management in the Peruvian mining industry. The model proposes that public relations practitioners' trait-level intercultural competence (empathy, open-mindedness, and flexibility) affect their perceptual-level competence (anxiety and uncertainty management), which in turn influence their behavioral-level competence (public relations practices) and the consequent relational quality with the publics. Structural equal modeling was used to analyze the data from 90 practitioners with rich intercultural public relations experiences. Results indicated that trait competence components worked differently in reducing practitioners' uncertainty and anxiety. Such distress reduction enhanced the use of symmetrical and two-way public relations. Finally, symmetrical public relations and lowered anxiety increased practitioners' perceptions of trust and control mutuality in the relationships their organizations had with the publics. The model's theoretical and practical implications are discussed.

Notes

Note. *p < .05. **p < .01.

Note. *p < .05. **p < .01. ns = non-significant.

Note. *p < .05. **p < .01. ns =non-significant.

Note. *p < .05. **p < .01.

¹Van de Vijver and Leung (1997) discussed the difficulty in achieving measurement equivalence, and advocated an in-depth examination of both construct and operationalization equivalence by gathering quantitative and qualitative data in cross-cultural research. This study aims to explore construct interrelations. To avoid distracting the theme, the study did not discuss specific measurement item equivalence. Because most measurement items indicated high reliability, items that detracted model quality were removed without further item analyses.

²Because the data were collected through two waves, timing effect was examined. A multivariate analysis of variances was run where timing (earlier vs. later) and the three exogenous variables (cultural empathy, open-mindedness, and flexibility) were entered as independent variables, and uncertainty, anxiety, symmetrical communication, two-way communication, control mutuality, and trust were entered as dependent variables. Timing did not have a main or a two-way, three-way, or four-way interaction effect on any dependent variable. Therefore, the two waves of data were merged in later analyses.

Note. Open = open-mindedness. Symmetry = symmetrical public relations. Two-way = two-way public relations. Control = control mutuality.

*p < .05. **p < .01.

The first and second authors contributed equally to this article.