ABSTRACT
Purpose is the why behind a company’s existence. It has arguably been one of the most influential terms in business from 2019 to 2021, and this trend is likely to continue as we have also seen an increase in purpose-related work and focus in the public relations industry. This chapter explains what purpose is, why it is important to intercultural public relations, and how global companies can pinpoint, prioritize, and practice purpose so that their purpose permeates across regions, cultures, and diverse stakeholder groups. After defining purpose, this chapter discusses trends and challenges purpose-driven companies are facing, offers case studies of companies that exemplify purpose and cultural competence, and provides recommendations for public relations practitioners about how to consult companies on their journeys to becoming purpose-driven. As purpose-driven companies are skilled in harmonizing the divergent interests of all stakeholders, intercultural public relations are a key force behind their success. This chapter provides an overview, examples, and suggestions about how companies can practice intercultural public relations to execute a purpose that resonates with stakeholder groups locally and around the world.
