The Importance of Cultural Sensitivity and Awareness

I think this is a topic worth discussing, cultural sensitivity and awareness.  Only during my time at AIME have I really understood how PR can be affected by culture, and how it is our duty as PR practitioners to be conscious of these societal differences.

I studied Cross Cultural Communication last semester, focusing on the relationships between organisations and different cultures. We looked at how differences in culture may impact the way in which PR Practitioners create and send out messages and respond to issues that arise.

As I am interning at AIME (Australian Indigenous Mentoring Experience) it has been really interesting working in an environment that is culturally aware of the Australian Indigenous community and the issues that Indigenous youth are facing today. In all honesty, before my internship I had only came to know a couple of Indigenous Australians, from netball teams and school. Therefore, being immersed in this culture is quite a new experience. Perhaps for this reason, it has never fully occurred to me the extent to which the Australian Indigenous culture is different to the secular Australian culture.

As part of my internship I attended a mentor training session at Notre Dame University. I think it is valuable to have an understanding of the Indigenous culture and to be aware of the past tragedies (Stolen Generation and the closing of communities etc.) that have caused so much pain in regards to loss of identity and cultural traditions. I remember learning about the stolen generation in year 7 yet that is the extent of my schooling on this issue. An issue that is still having a major impact today.

Why have I not been exposed to this culture? 

So to bring it back to PR, perhaps we need to invest a little more time into understanding the cultures within Australia. Although we may aspire to work overseas or be involved in a global company, working with AIME has taught me that not enough Australian’s know and understand the Indigenous culture or its people. 

We learn how PR professionals need to be culturally sensitive and aware when dealing with organisations from different backgrounds. So why is our learning narrowly focused on countries across the border?  I have only discovered this reasoning from the time spent at AIME, that there is a widespread need to acknowledge and understand the Indigenous culture. Even if it is one seminar, to be a PR practitioner that is aware of these differences and how this may affect the messages sent to an ‘Australian’ audience will be greatly beneficial.

 

This instagram post by aime_wa 

 is so eye opening to the misconception of identity.

"We identify as Aboriginal and Torres Strait Islanders by blood, culture and merit. Not by skin colour." 

I am grateful that I am now attentive to the identity issues that Indigenous Australians face and experience on a day to day basis. This will prove to be a valuable mentality when heading into my future career, whether it be PR or another pathway.