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Question: Discuss About The International Case Studies In Public Relations? Answer: Introduction This study deals with highlighting the current public relations industry in the selected culture. Tesco Multinational Corporation Company had been selected that operates in retail sector and based in United Kingdom and follows British culture (Samaha, Beckc Palmatier, 2014). The cultural aspect or dimensions had been properly analyzed by use of Geert Hofstede model about the behavioral aspect of British culture people to that of others. The main aim of the report is to describe the public relation aspect in British culture and how they behave from their childhood. Every culture is different and unique in some form or other. Discussion Describing the public relations industry in selected culture that include information in structure, predominant media, local organization and typical practices Recently, the public relations strategy adopted by Tesco Multinational Corporation aims at regaining the level of trust of stakeholders. Some of the elements of marketing communication mix like sales promotions, print advertising, events as well as media advertising and public relations are used by the retail chain for communicating messages to customers. Public relations often allow Tesco Multinational Corporation as they enter new markets (Saleem Larimo, 2017). The retail organization transfers their own philosophies as well as personnel into new territories for conducting public relations in their traditional ways. Key communication challenges in culture that include issues of internal diversity Ambiguity- Ambiguity is one of the communication challenges where cultures provide people with different ways of thinking. It is important to understand the fact that each culture has its unique context, styles of communication as well as value system. Therefore, ambiguity enters the communication process when that cannot completely comprehend the context of own culture as well as culture of the listener. Inflexible Attitude- Inflexible attitude is one of the communication challenges where individuals enter a different cultural context after avoiding exposure or experience of the host culture. It mainly results to introvert behavior as well as closed mindset that leads to an impression where the visitor is not accepting the host culture (Mazanec et al., 2015). Furthermore, the attributes leads to missing on certain experiences for learning as well as adapting to the new culture. Therefore, such a behavior either consciously or unconsciously dampens the team spirit as well as deteriorates the business relationships. Possible challenges or communication issues for an outsider that conducts public relations in this culture Understanding the communication style- An outsider will face issue at first place to properly understand the styles of communication. Different cultures have different communication styles. From the context of communication scales, it is noted that cultures are divided into High Context and Low Context cultures (Gholipour Tajaddini, 2014). The selected company for study is Tesco that is based in UK and it has low context culture. In this type of culture, it is categorized by communication that is direct, open as well as precise based on feelings. Understanding the cultural values- An outsider will face problem at the time of understanding the cultural values. This can be properly understood by use of cultural dimension model of Geert Hofstede that explains five dimensions of value perspectives between national cultures. Effects of current situations and potential benefits from the recommendations Tesco Multinational Corporation had been used for the present study that operates in retail sector and based in United Kingdom. In order to properly understand the cultural dimensions, Hofstede theory best explain all the five aspects in relation to United Kingdom (Degens et al., 2017). At the time of exploring the culture of British people, it is understood that the model will help in getting access to good indication of the deep drivers of British traditions and comparing it to additional humanity society. Figure: Geert Hofstede Model (Source: Beugelsdijk, Maseland Hoorn, 2015) Individualism- One of the major issues can be properly understood by use of this measurement that is the degree of interdependence where the culture maintains among its associate. United Kingdom scores 89 under this dimension. In this country, people mostly believe in taking care of themselves from childhood and find out the unique purpose of life that contributes to the society. Power Distance- At 35, Britain sits in the lower rankings of Power Distance Index in a culture where disparity among the people is reduced. Masculinity- United Kingdom scores 66 in this dimension that means the country has people who are highly successful oriented (Beugelsdijk, Kostova Roth, 2017). High score in masculinity means that the people who live in this country are well-driven by competition as well as achievement and success. They believe in value system that actually starts from school level and continues throughout the organizational life. Uncertainty Avoidance- United Kingdom scores 35 in this dimension that is quite low. Low score in this dimension means that as a country they are very happy to wake up not knowing the fact on what is there left for the day. British people are comfortable in facing ambiguous situations. British society does not have to face too many rules. Long-term orientation- United Kingdom scores 51 in this dimension where British culture cannot be preferred (Bakir et al., 2015). Indulgence- United Kingdom scores 69 in this dimension where British culture is categorized as Indulgent. People who belong to this society exhibit willingness for realizing their impulses as well as desires with regard to enjoying life and having fun. Conclusion From the above discussion, it is concluded that the study properly discuss how individuals staying in United Kingdom behave at any given situation. This makes the study more interesting by knowing the fun facts by use of cultural dimensional model such as Hofstede Model. It is recommended that people should be more communicative to others as it is the only way where views, opinion can be expressed in words to others. People who live in United Kingdom have positive attitude as well as tendency towards optimism. These people are placed at a higher degree of importance on leisure time and they believe in acting and spending money according to their wish. Reference List Bakir, A., Blodgett, J. G., Vitell, S. J., Rose, G. M. (2015). A preliminary investigation of the reliability and validity of Hofstedes cross cultural dimensions. InProceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference(pp. 226-232). Springer, Cham. Beugelsdijk, S., Kostova, T., Roth, K. 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