Vineta Savicka is a business anthropologist, a guest lecturer at Riga Stradiņš University, and a partner at Eurocom Worldwide's Latvian member agency LEAD in Riga.
Eurocom Worldwide: Vineta, most PR professionals around the globe speak English nowadays. Do we still need cross-cultural communication skills at all?
Vineta: It is undeniable that, in much of the world today, English has been established as the main language of cross-cultural communication. However, look around – not just in business but also in politics – and we see that even those who speak English often fail to truly understand one another.
Why? Because the real challenge of cross-cultural communication lies not so much in the language we speak, but in the different ways we see the world – something we express in conversation without even realizing it. While we may appear to be discussing the same subject, our perceptions of the situation and its possible solutions often diverge significantly. As early as the mid-20th century, social anthropologist and cross-cultural communication pioneer Edward Hall Jr. noted that culture acts as a silent language, deeply influencing how people connect and understand one another.
In cross-cultural communication, the context and nuanced aspects of nonverbal cues are undeniably important, as we often “speak” even when we are silent. Therefore, I believe that one of the most essential skills – especially for communication professionals – is the ability to recognize the profound impact of cultural differences on interpersonal interactions.
Eurocom Worldwide: What key cultural factors shape the way individuals and organizations communicate across borders?
Vineta: The ways and forms of communication vary across cultures because they are rooted in a society’s values, traditions, and unwritten rules – elements that may not be immediately visible or understandable to outsiders. What is considered “correct” or “socially acceptable” is something we learn from those around us, first and foremost from our families and communities. Every culture is essentially a “social agreement” that defines, for example, what is rational, what is perceived as beautiful or rude, and even what constitutes effective communication.
One of the most illustrative visual representations of culture that helps us understand the cultural factors influencing our behavior – including communication – is the well-known cultural iceberg model by E. Hall Jr. (just Google it 😊). This model distinguishes between surface culture and deep culture, showing that the aspects of culture hidden beneath the surface often shape the visible cultural practices above. Not all communication habits are visible on the surface…
Eurocom Worldwide: Do artificial intelligence and simultaneous translation programs already exhibit human insight and intuitive understanding?
Vineta: I don’t think so. Based on my experience, AI still has a long way to go in its development before it can demonstrate intuitive understanding.
Interestingly, I recently posed this very question to AI itself to evaluate its own capabilities, and I must say that AI was quite honest in admitting that, while improving, it may misinterpret culturally specific references that a human translator would instantly understand. Moreover, it cannot fully grasp underlying emotions, subtext, sarcasm, or humor the way humans do.
Of course, AI helps us complete tasks faster, but relying on it to do everything for us is still not a wise approach.
Eurocom Worldwide: What are the biggest pitfalls when we mainly rely on technology tocommunicate with other cultures?
Vineta: I see several challenges, but I will highlight what I believe are the two most significant ones.
Firstly, stereotyping and the reinforcement of unconscious bias. AI only provides what we have fed into it – it accumulates, analyzes, and presents the available data. The global information space is filled with examples of stereotypical portrayals of different cultures, reinforcing oversimplified and often misleading representations. AI merely reflects and amplifies this existing information. Research has even shown that AI image generators tend to exaggerate stereotypes rather than challenge them. As a result, if we uncritically accept AI-generated content, we risk not only using inaccurate information about other cultures but also perpetuating these stereotypes further.
Secondly, a lack of contextual awareness. Blindly relying on AI for developing cross-cultural communication strategies or crafting communication messages can lead to serious pitfalls. AI lacks real-world context and often fails to adapt to social norms, power dynamics, or situational appropriateness. Without human oversight, AI-generated communication risks being tone-deaf, misaligned with cultural sensitivities, or even ineffective in achieving its intended goals.
These challenges highlight the importance of using AI as a tool rather than a replacement for human insight, critical thinking, and cultural awareness.
Eurocom Worldwide: Cross-cultural communication is often associated with prejudices – Europeans think Americans are superficial, and Americans think Europeans are too slow and bureaucratic. Are modern PR professionals more tolerant of other cultures these days, or are you observing a regression to old patterns?
Vineta: I do not have research proving that PR professionals are inherently more culturally literate than others. I am certain that, like everyone else, we sometimes navigate the information space using stereotypes, and that is human nature – stereotypes help our minds process and categorize information. However, as PR professionals, we must be aware of how our minds function and remain self-aware to ensure that our own stereotypes are not treated as “truths” upon which we build relationships with others or, even worse, as the foundation for developing communication strategies.
Eurocom Worldwide: Our global B2B PR network consists of 30 PR agencies that interact on all five continents. What approaches do you find most effective in bridging cultural differences and fostering mutual understanding in professional settings?
Vineta: I truly believe there is still no better way to understand another person than through genuine conversation – listening with an open mind and accepting that my worldview may not be the only correct one. Each of us perceives situations through the lens of our own values, which is why I strive to avoid judging situations based solely on my own experience. Instead, I try to step into the other person’s shoes and see the world from their perspective. More often than not, this approach helps foster better collaboration because no culture is inherently better than another; it is simply different!
Eurocom Worldwide is a great example of successful cross-cultural cooperation. Over the years, I have never encountered a situation where misunderstandings arose, even though we are undeniably different. However, I firmly believe that our strength lies in our diversity.
Eurocom Worldwide: How can businesses ensure that their global communications remain authentic and culturally sensitive in an era dominated by technology?
Vineta: Unfortunately, I still see communication leaders in some international business organizations operating under a one-size-fits-all approach. However, as PR consultants representing different cultures, it is our responsibility to draw their attention to the fact that, for example, a press release (clearly translated using AI) may work well in one country but be perceived as irrelevant in another. Every piece of communication must be considered not only in the context of brand values but also through the lens of the local context – cultural, historical, socio-political, and current events. Without this awareness, messages risk losing their impact or even backfiring.
I sincerely recommend reading Christian Madsbjerg’s book Sensemaking: What Makes Human Intelligence Essential in the Age of the Algorithm. Although it was published some time ago, it still frequently finds its place on my desk.
When considering successful cross-cultural communication, the most crucial aspect for any global business organization to keep in mind is the distinction between ethnocentrism – the perception of one’s own culture as central to reality – and ethnorelativism – the understanding that one’s own and other cultures exist in relation to context. In other words, do not measure others by your own standards. Instead, approach communication through the lens of ethnorelativism, recognizing and respecting different cultural perspectives.
Eurocom Worldwide: Looking ahead, what future trends do you predict at the intersection of technology and cultural communication, and what challenges or opportunities do they present?
Vineta: Since my passion lies in anthropology rather than futurology, I have never been particularly fond of predicting the future – after all, no one truly knows what lies ahead.
There is no doubt that technology will continue to advance, becoming an even more valuable tool in planning and shaping communication processes. However, there is one thing I am absolutely certain of – human interaction, the exchange of emotions, empathy, and understanding will remain invaluable, no matter where in the world people live or what language they speak. Because, at the core of it all, humanity is a universal value.