CRITICAL ANALYSIS OF PUBLIC RELATIONS ACTIVITIES FROM THE CULTURAL ASPECT

This article analyses the impact which is made to the international public relations actions by cultural features, existing in the international environment. First of all, it aims at revealing the importance of understanding cultural factors in preparing and implementing the program of global public relations. Moreover, considering the variety of theoretical concepts, the concept of culture is analyzed, emphasizing the composing elements. Analysis of some certain cultural nuances is provided at the end of the article.