Understanding Cultural Identity & Its Impact on the Future of PR


Please click here to register online via credit card. For cash/check payments, RSVP today by emailing programs@prsahawaii.org.


Cultural identity is two-fold -- a mix of how we see ourselves and how others see us. These perceptions are affected by many cultural and ethnic variables, including our heritage, politics, religion, education, profession and use of technology. Our guest speaker, Bey-Ling Sha, Ph.D., APR, will explain how cultural identity affects the future of public relations, especially in places like Hawaii that are influenced greatly by international countries and their cultures.

In this session, you'll learn how to:

  • Create useful and targeted messages to various audiences by understanding how individuals, including your publics/audiences, define themselves with specific cultural and ethnic associations.
  • Use culture to affect the retention and reception of your brand's messages with leadership, employees, issues management and consumer marketing.
  • Better segment and create targeted messages for your audiences through a variety of media and communication channels, including online, mobile and social media.
  • Gain buy-in from your internal clients, including your organization's C-suite, in aligning your organization's communication strategies to be culturally competent.

Understanding Cultural Identity & Its Impact on the Future...About Bey-Ling Sha, Ph.D., APR

Dr. Sha is a prominent national speaker for the Public Relations Society of America. She is a professor and interim director in the School of Journalism & Media Studies at San Diego State University. Prior to becoming an educator, Dr. Sha served as the public affairs officer for the U.S. Census Bureau and has worked with companies such as Microsoft Corp., Perrier-Vittel and Premier Aircraft Sales. Dr. Sha's work has been published in numerous top-tier journals, and she has won research honors from every major communication and public relations association. She is the chair of Universal Accreditation Board, which oversees the largest certification program in public relations. In 2010 and 2011, she chaired PRSA's National Committee on Work, Life and Gender. She is co-author with Dr. Glenn Broom of Cutlip and Center's "Effective Public Relations, 11th edition."


Wednesday, November 19, 2014
The Pacific Club
1451 Queen Emma St.
Honolulu, HI 96813

11:30 a.m.: Registration & Networking
12:00 p.m.: Program & Lunch

Parking is available in The Pacific Club's private parking lot.

Cost (in-person program, includes lunch):

  • PRSA Hawaii APR Members $30
  • PRSA Hawaii Members $35
  • PRSA National Members $40
  • PRSSA Student Members $30
  • Non-members/General Admission $45

Click here to RSVP by credit card or email programs@prsahawaii.org to pay at the door with cash or check. Payment can be made at the door on the day of the event or mailed in advance to:

PRSA Hawaii
P.O. Box 3566
Honolulu, HI 96811

Due to the increased cost of doing business, reservations made via Eventbrite/credit card will be assessed a nominal processing fee.

Dr. Sha will also be speaking on Maui to PRSA Hawaii's Maui Affinity Group on Tuesday, November 18th. To learn more about this event and register, visit https://www.eventbrite.com/e/maui-prsa-understanding-cultural-identity-as-a-weapon-of-influence-in-pr-tickets-13916806543.

Questions? Please contact Programs Co-Chair Erica Yamauchi at programs@prsahawaii.org.

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