MULTICULTURAL COMMUNICATION STRATEGY

This paper provides guidelines for the implementation of the multicultural communication strategy, and emphasizes its significance for the development of public and private organizations in the Republic of Croatia. The analysis of migration, tourism and export trends clearly indicates a strong need for the multicultural communication strategy among Croatian organizations. The multicultural communication strategy is a communication framework that enables the simultaneous and effective interaction between individuals with different cultural backgrounds. This strategy can be described as the master key that opens a set of locks, each of which also has its own key. Multicultural communication strategy relies primarily on convergent communication activities. In the implementation stage it is recommended to follow six basic guidelines: empathy, flexibility, focus, multilingualism, inclusiveness and interactivity. Empathy implies understanding, which can be enhanced by asking in-depth questions and listening actively. Flexibility implies the ability to adapt, which is achieved through minimizing personal bias. Focusing means empowering conversations that facilitate collaboration. Multilingualism is most easily realized by images and symbols that are understandable to a wider audience regardless of the language being spoken or cultural aspects. Inclusiveness is most often implemented through participation in relevant political and business decisions. Apart from digital communication channels, interactivity is realized in ways through which the target group of users can exchange information. Multicultural communication is most easily conducted in situations where there is a mutual need for cooperation and understanding. In addition, multicultural communication strategy is particularly needed in the public sector areas such as transport, health, education, legislation and public administration.