Case Study Analysis

Question-1. Should Selma treat this call from James as a crisis?

Selma and James: Cultivating Effective Crisis Communication

Selma must indeed treat James' call as a crisis, given the necessity to bridge their cultural
communication gap. This gap, influenced by divergent communication styles rooted in their
cultural backgrounds, holds immense importance for navigating crises and achieving
organizational goals. A culture survey reveals the centrality of organisational culture, with
65% ranking it higher than strategies. Yet, over 80% expressed discontent, reflecting the
widespread unattended culture gap (Dey, 2021).

Effectively bridging this gap demands practical steps for distributed teams:

Acknowledging Differences: Recognising diverse cultural perspectives forms the foundation

for cross-cultural communication.

Amplifying Communication: Over-communication mitigates cultural pitfalls, ensuring shared

clarity.

Aligning through Regular Meetings: Consistent alignment minimises misunderstandings due

to varied cultural norms (Dey, 2021).

For Selma and James, distinct cultural origins influence communication styles. James'
directness contrasts with Selma's subtlety, potentially hampering crisis resolution and fueling
conflicts (Gudykunst & Kim, 2012). Taylor's research echoes communication's pivotal role in
organisational success, while Kocher and Heskett (1992) caution against siloed structures.
DiSalvo (2009) notes communication's profitability-enhancing value.

The Shams Qatar case underscores the urgency. Rumours, true or not, threaten reputations
and operations, impacting potential customers and investors. Guykunst and Kim (2012) posit
that the cultural communication gap emerges from differing expectations in cross-cultural
communication. James' forthrightness and Selma's subtlety exemplify this gap. James R.
Taylor (1995) emphasises communication's role as the organisational lifeblood.

Selma and James' diverse backgrounds contribute to the gap, as reflected in their differing
approaches to expressing emotions and resolving issues. Selma's adaptive approach is pivotal
in bridging the gap, nurturing rapport, and averting miscommunication's risks.

In summary, James' call merits crisis attention. The gap between Selma and James calls for
cultural alignment, which is essential for effective crisis resolution and achieving goals. The
case study, cultural communication theories, and previous research underscore the essence of
bridging this gap for organisational triumph.
Question-2. If Selma determines this is a crisis, what steps should she take?

Navigating Cross-Cultural Crisis Communication for organisational resilience

Effective cross-cultural crisis management entails a holistic strategy encompassing

stakeholder analysis, transparent communication, adaptive planning, and the integration of
cross-cultural communication training.

Faced with a crisis like the Shams Qatar allegations, Selma should initiate a thorough fact-
finding mission to assess the rumours' validity and potential impact. The concept of co-
operation and competition with a competitor is known as co-opetition (Tse, Tiong &
Kangaslahti, 2004). The relationship between Intel and Microsoft is still a leading example of
co-opetition. Microsoft wanted computer hardware to be inexpensive whereas Intel wanted
software to be the cheaper component. By building on their common base of technological
innovation, they were able to cooperate constructively in the design of both microprocessors
and software, so that Microsoft’s increasingly complex software can be easily handled by
Intel’s advancing processors, allowing customers the benefits of both hardware and software
advancement. Today, many IBM compatible brands of computer boast a small sticker
labelled “Intel inside”. The two companies expanded each other’s opportunities (Henricks,
1996) rather than limiting them. (Rasoava Rijamampianina, Teresa Carmichael)

This aligns with Coombs (2014) emphasis on analysis to identify stakeholders and anticipate
the extent of crises. Subsequently, Selma must establish a communication plan prioritising
transparency, honesty, and accessibility, echoing Barge (2006) on effective communication
resonance with stakeholders.

"The typology presented in the study (see Table 1) is based on how managers and their
organisations were able to adapt to rapid changes in their environments posed by crisis
events. To this end, three different types of organisations were selected as examples of ideal
types. The selection was based on the organisations' abilities to cope with the two identified
dimensions of organisational strategic crisis adaptability, namely strategic. All use is subject
to the following: Organisational culture effects in crisis management.” (Edward Deverell and
Eva-Karin Olsson, April 2010)

Table 1: A typology of organisational strategic crisis adaptability

Source: Edward Deverell and Eva-Karin Olsson, April 2010

Real life examples:

(i) In the BP Deepwater Horizon oil spill crisis, cross-cultural issues hindered effective
stakeholder communication due to differences in norms and language. Mismanagement led to
BP's reputational and legal challenges.
Proactively engaging relevant parties, Selma should provide consistent updates and address
queries to prevent confusion, aligned with DiSalvo (2009)'s emphasis on concise
communication. Continuous monitoring and adaptive strategies resonate with Barge (2006).

(ii) Samsung's Galaxy Note 7 crisis showcased prompt communication and transparent crisis
handling, preserving its reputation and demonstrating commitment to safety.
Given the cross-cultural implications, Selma should enhance her intercultural communication
skills. Cross-cultural communication training (Martin & Nakayama, 2016) equips her with
skills for diverse communication styles, nonverbal cues, and cultural values.
(iii) Coca-Cola's "Share a Coke" campaign was adapted for China, reflecting cultural norms
and exemplifying cultural awareness's role.
A multi-pronged strategy blending stakeholder analysis, transparent communication, adaptive
planning, and cross-cultural training enables Selma to adeptly manage cross-cultural crises.
Coombs, Barge, DiSalvo, and Martin and Nakayama provide a framework backed by real-life
instances from BP, Samsung, and Coca-Cola, emphasizing the significance of these
principles in crisis scenarios.
Question-3. What approach should she take in dealing with both the internal audience (her
client, her own firm) and the external one (the media, the public)?

Orchestrating Crisis Communication Excellence:

A Strategic Approach for Internal and External Engagement

Achieving effective communication amidst a crisis requires Selma to harmonise her approach
towards internal stakeholders (client and company) and external ones (media and public),
grounded in established communication theories and real-world insights.

The following are the actions Selma ought to take to communicate with both internal and
external audiences regarding the Shams Qatar crisis:

Internal Audiences:

(i) Selma's commitment to truthfulness and transparency with Shams Qatar and her firm
aligns with Coombs (2014), emphasising the value of openness during a crisis.

(ii) By offering regular updates to both her client and company, Selma mirrors Coombs'
(2014) recommendation of consistent communication to foster trust and confidence.

(iii) Exhibiting initiative in engaging with the public and press, as highlighted by Coombs
(2014), showcases Selma's proactive approach to addressing concerns.

(iv) Utilising varied communication channels such as email, phone, and in-person meetings,
as Coombs (2014) suggests, ensures comprehensive awareness within her internal audience.

External Audiences:

(i) Selma's concise and unambiguous communication approach with the public and media, in
line with Barge (2006), prevents confusion by avoiding jargon.

(ii) Reflecting empathy towards public and media concerns, as Barge (2006) recommends,
emphasises Selma's commitment to understanding and addressing their worries.

(iii) Selma's focus on emphasising positive aspects of the situation and Shams Qatar's
corrective actions, guided by Barge (2006), help build confidence among external
stakeholders.
(iv) Leveraging social media interaction to disseminate messages rapidly echoes Barge's
(2006) strategy for effective crisis communication.

Additional Considerations:

Narrative Strategy: Cohering with strategic narrative principles, Selma's narrative should
encapsulate honesty, transparency, and compassion as values upheld during the crisis,
incorporating the actions to prevent recurrence and Shams Qatar's commitment to
stakeholders.

Cultural Awareness: Recognising cultural nuances in communication styles, body language,

and values aligns with cultural sensitivity advice in cross-cultural communication (Martin &
Nakayama, 2016).

Cross-Cultural Training: Enrolling in cross-cultural communication training resonates with

Martin and Nakayama's (2016) endorsement, offering Selma enhanced cross-cultural
interaction skills and improved performance.

By harmonising theoretical insights with practical examples, Selma can adeptly manage both
internal and external audiences during the Shams Qatar crisis. Her commitment to
truthfulness, consistency, and empathy corresponds with established theories from Coombs
and Barge. By incorporating strategic narrative elements and cultural awareness, she can
amplify stakeholder confidence. Enrolling in cross-cultural communication training, in line
with Martin and Nakayama, ensures Selma's communication aptitude is enriched. Through
these strategic steps, she can navigate the crisis while garnering credibility and trust, offering
a model for effective crisis communication.
Question-4. How should Selma handle the differing styles of communication between
herself (a Middle Eastern public affairs professional) and James (a U.S. journalist)?

Bridging cultural communication Gaps for Effective Cross-Cultural Interaction

Navigating divergent communication styles between Selma, a Middle Eastern public affairs
professional, and James, a U.S. journalist, necessitates strategic actions that promote
understanding and minimise misunderstandings, grounded in cross-cultural communication
principles and real-world instances.

Direct and Unambiguous Communication: By adopting explicit and concise language, Selma
can address James' expectation for direct communication, as highlighted by the study by
Gudykunst and Kim (2012), ensuring clarity and minimizing confusion.

Cultural Awareness: Recognising James' cultural background, Selma can accommodate

communication norms, like allowing him to finish speaking before contributing, aligning
with cross-cultural communication's emphasis on adapting to diverse expectations.

Patience and Understanding: Exercising patience and empathy in instances of

misunderstanding, as recommended by real-life research (Gudykunst et al., 1993), fosters a
conducive atmosphere for building rapport and effective communication.

Cross-Cultural Communication Course Relevance:

Cultural Communication Gap: The cross-cultural communication module underscores the

significance of comprehending cultural disparities in communication styles, nonverbal cues,
and values, which are essential for mitigating communication challenges in a global corporate
environment.

Respect and Awareness: Respecting diverse communication norms and avoiding assumptions
aligns with the course's emphasis on fostering a respectful approach towards different cultural
backgrounds.

Crisis Communication Module Implication:

Openness and Adaptation: Crisis communication principles stress transparency, adaptive

strategies, and openness with stakeholders, paralleling the approach Selma must adopt to
bridge the communication gap with James.

Given the global nature of crises, cross-cultural competence is crucial in crisis

communication.
Real-Life Examples:

American-Japanese Miscommunications: Instances from Gudykunst et al.'s (1993) research

highlight how American and Japanese businesspeople's divergent communication styles led
to misinterpretations and communication breakdowns.

Arab-American Eye Contact: The study by Samovar et al. (2019) showcases challenges
arising from differing eye contact norms, stressing the importance of cultural sensitivity in
communication.

By embracing clear communication, cultural awareness, patience, and empathy, Selma can
effectively bridge the communication gap with James. These solutions draw from cross-
cultural communication principles and real-life research, reinforcing their relevance in
fostering successful cross-cultural interaction, which is essential in both corporate and crisis
communication contexts.

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