Beyond Awareness: How Public Relations Can Build Bridges Across Cultures in Divided Times
By Beth Wales, M.S., APR, Executive Director, International Center of the Capital Region
Public relations professionals often talk about building relationships. In the nonprofit sector, those relationships can become something even more powerful: bridges between people, cultures, and communities that might otherwise never connect.
As communications professionals, we are trained to tell stories, build trust, and engage stakeholders. Yet in today's increasingly polarized environment, our role extends beyond awareness campaigns and media relations. We have an opportunity—and perhaps a responsibility—to foster understanding among people with different backgrounds, experiences, and worldviews.
At the International Center of the Capital Region (ICCR), I see this reality every day. Through international exchange programs, cultural events, educational initiatives, and community partnerships, we bring together people who may have little in common on the surface but discover shared values through conversation and experience.
One lesson has become clear: meaningful understanding rarely develops through information alone. It develops through relationships.
The Public Relations Professional as Community Connector
Public relations practitioners are uniquely positioned to serve as conveners. We understand audiences, messaging, stakeholder engagement, and relationship management. These skills are often discussed in the context of organizational goals, but they are equally valuable in strengthening communities.
When communicators intentionally create opportunities for dialogue and shared experiences, they help transform abstract concepts like diversity and inclusion into genuine human connections.
This work is especially important for nonprofits. Unlike many institutions, nonprofits frequently operate at the intersection of community needs, public trust, and social impact. They have the credibility and reach to bring people together around common purposes.
Moving Beyond Representation
Many organizations have made important strides in ensuring diverse voices are represented in communications. Representation matters, but it is only the first step.
The next challenge is creating environments where people can engage with one another in meaningful ways.
Rather than simply highlighting cultural differences, communicators can focus on storytelling that reveals shared aspirations, challenges, and values. These narratives help audiences see individuals not as representatives of a group, but as people with relatable experiences.
The most effective multicultural communications do not merely celebrate diversity. They cultivate understanding.
Measuring What Matters
One question nonprofit leaders often ask is how to measure the impact of relationship-building efforts.
Traditional metrics such as impressions, reach, and engagement remain important. However, when the goal is community cohesion, additional indicators may be equally valuable:
- New partnerships formed across sectors or cultures
- Repeat participation in multicultural programs
- Volunteer engagement among diverse groups
- Qualitative feedback demonstrating increased understanding
- Community collaborations that emerge after events
These outcomes reflect something deeper than awareness. They reflect trust.
A Strategic Opportunity for the Profession
As public relations professionals, we are often focused on helping organizations achieve their missions. Yet our work also shapes the social fabric of our communities.
Whether we are leading nonprofit organizations, managing communications programs, or advising community initiatives, we can create spaces where people learn from one another rather than retreat from differences.
In an era marked by division, that may be one of the most valuable contributions our profession can make.
Public relations is not only about managing reputation. At its best, it is about fostering relationships that strengthen communities and create understanding across cultures.
And that is work worth measuring.