{"id":12012,"date":"2024-04-22T10:00:00","date_gmt":"2024-04-22T08:00:00","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=12012"},"modified":"2024-04-17T16:54:38","modified_gmt":"2024-04-17T14:54:38","slug":"global-pr","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/global-pr\/","title":{"rendered":"Global PR Strategies: Navigating Cultural Differences and Communication Challenges"},"content":{"rendered":"\n<p>The main goal of any enterprise is to expand globally. Yet, with that, they face the challenge of dealing with <strong>different cultures<\/strong>. So, cultural diversity is important for a company&#8217;s success in new markets in global PR. It affects:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>What customers prefer&nbsp;<\/li>\n\n\n\n<li>How business is done&nbsp;<\/li>\n\n\n\n<li>How people communicate<\/li>\n<\/ol>\n\n\n\n<p>So, it&#8217;s crucial to understand and handle these <strong>cultural differences<\/strong> well for your company to grow successfully internationally.<\/p>\n\n\n\n<p><strong>Public relations<\/strong> is how a company interacts with various groups like customers, workers, investors, and the community. When managing communication on a global scale, it means dealing with people and cultures worldwide. Understanding cultural differences and communication challenges is crucial.<\/p>\n\n\n\n<p>Cultural differences affect how people perceive, behave, and communicate, which can affect the <strong><a href=\"https:\/\/www.sortlist.co.uk\/blog\/pr-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">success of PR campaigns<\/a><\/strong>. Failing to recognise and adapt to these differences can cause misunderstandings and PR failures. Public affairs consulting firms strive to understand cultural nuances and communication challenges, essential for successful global PR efforts.<\/p>\n\n\n\n<p>This outline aims to provide a comprehensive understanding of the communications management model. This often addresses communication challenges in <strong>global PR<\/strong>. Here, you can find strategies to navigate the global consensus model effectively. We will delve into the intricacies of:&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Cultural intelligence<\/li>\n\n\n\n<li>Types of cultural differences&nbsp;<\/li>\n\n\n\n<li>Communication barriers<\/li>\n\n\n\n<li>Strategies for overcoming them<\/li>\n<\/ol>\n\n\n\n<p>Additionally, it will showcase case studies of <strong>successful global PR campaigns<\/strong> to illustrate these concepts in practice.<\/p>\n\n\n     \n    <div id=\"module_key_takeaways--block_81e3a69f9639ae8150f37510d2929504\" class=\"sl_custom_module module_key_takeaways is_preview\">\n        <div class=\"module_key_takeaways__wrapper\">\n            \n\n<h3 class=\"wp-block-heading\">Key Takeaways<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cultural Diversity in PR<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Understanding cultural differences is vital for international PR success.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Challenges in Global PR Communication<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Cultural nuances impact campaign effectiveness and perception.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Navigating Cultural Differences<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Research, adaptation, team building, and continuous learning are key strategies.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Conclusion<\/strong>:\n<ul class=\"wp-block-list\">\n<li>Embracing diversity and effective communication are essential for successful global PR campaigns.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n        <\/div>\n    <\/div>\n\n\n\n\n<h2 class=\"wp-block-heading\">Understanding Cultural Differences<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">a. Definition of Culture<\/h3>\n\n\n\n<p><strong>Culture <\/strong>encompasses the shared values, beliefs, norms, and practices of a particular group or society. It influences individuals&#8217; perceptions of the world. This also affects their behaviours, communication styles, and decision-making processes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">b. Importance of Cultural Intelligence in PR<\/h3>\n\n\n\n<p><strong>Cultural intelligenc<\/strong>e refers to the ability:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To understand<\/li>\n\n\n\n<li>Adapt to<\/li>\n\n\n\n<li>Interact effectively with people from different cultural backgrounds<\/li>\n<\/ul>\n\n\n\n<p>For PR, cultural intelligence is indispensable for crafting messages for a global head of the TA. It aims to make campaigns that<strong> resonate with diverse audiences<\/strong> across the globe.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/cloud.name-coach.com\/wp-content\/uploads\/2023\/05\/Cultural-Differences.png\" alt=\"Cultural Diversity in global PR\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">c. Types of Cultural Differences<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. High Context vs. Low Context Cultures<\/h4>\n\n\n\n<p><strong>High-context communication<\/strong> model rely heavily on implicit communication and contextual cues. Here, much of the meaning is embedded in the context of the message. Whereas <strong>low-context cultures <\/strong>prioritise explicit communication. The focus here is on messages conveyed directly and explicitly.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Individualism vs. Collectivism<\/h4>\n\n\n\n<p><strong>Individualistic<\/strong> cultures emphasise personal goals. It defines autonomy and individual achievement in business decision making process. At the same time, <strong>collectivistic<\/strong> cultures prioritise group harmony. It explains interdependence and collective well-being.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">3. Power Distance<\/h4>\n\n\n\n<p><strong>Power distance<\/strong> refers to the extent to which less powerful members of a society accept and expect unequal distribution of power. Cultures with high power distance exhibit greater hierarchical structures and respect for authority. So, cultures with low power distance strive for equality and democratic decision-making.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">4. Uncertainty Avoidance<\/h4>\n\n\n\n<p><strong>Uncertainty avoidance<\/strong> reflects the extent to which a culture tolerates ambiguity. It explains the element of uncertainty and risk. Cultures with high uncertainty avoidance seek structured environments. They follow stringent rules and regulations to mitigate uncertainty. Whereas cultures with low uncertainty avoidance are more accepting of ambiguity and change.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">5. Time Orientation<\/h4>\n\n\n\n<p><strong>Time orientation<\/strong> refers to the emphasis placed on a timely basis. It affects the past, present, or future-oriented perspectives. Cultures with a past-oriented focus value tradition and heritage. They try to attempt long-term relationships. Whereas, future-oriented cultures prioritise innovation and future planning.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/stephaniehuesler.files.wordpress.com\/2016\/05\/lit-pepsi-come-alive-with-the-pepsi-generation-1963.jpg?w=584\" alt=\"Time orientantion in global pr for Pepsi\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">d. Case Studies Illustrating Cultural Differences in PR Campaigns<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Case Study 1: Pepsi&#8217;s Cultural Misstep in China<\/h4>\n\n\n\n<p>Pepsi launched the &#8220;Come Alive with Pepsi&#8221; campaign. This was successful in Western markets. But, it faced backlash in China due to cultural misinterpretation. The slogan was mistranslated to &#8220;Pepsi brings your ancestors back from the grave.&#8221; This message was deemed offensive and disrespectful to Chinese cultural values.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Case Study 2: KFC&#8217;s Successful Localisation in Japan<\/h4>\n\n\n\n<p>KFC tried to customise most of its menu to suit Japanese tastes. They added local flavours and traditions to their menu. It contributed to its success in the Japanese market. After understanding and respecting <strong>cultural preferences<\/strong>, KFC effectively navigated cultural differences. This aided them in gaining acceptance among Japanese consumers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Communication Challenges in Global PR<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">a. Language Barriers<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Importance of Language in PR<\/h4>\n\n\n\n<p><strong>Language<\/strong> serves as a primary tool for communication. It is often essential in PR campaigns. It aids in conveying messages and brand identity to target audiences. For e.g., in a region with Spanish natives, English won&#8217;t work to deliver a PR campaign. Thus, marketers must use appropriate languages for the same.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Strategies for Overcoming Language Barriers<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Translation and Localisation<\/strong>: Translating content into the local language. Marketers must tailor it to suit cultural nuances.<\/li>\n\n\n\n<li><strong>Hiring Local Talent<\/strong>: Employing native speakers or local PR professionals. They often understand the language and cultural context.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">b. Non-verbal Communication<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Understanding Non-verbal Cues Across Cultures<\/h4>\n\n\n\n<p>Non-verbal cues often include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>body language<\/li>\n\n\n\n<li>gestures&nbsp;<\/li>\n\n\n\n<li>facial expressions<\/li>\n\n\n\n<li>eye contact&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>These cues may vary significantly across cultures and can convey different meanings to professionals worldwide.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Addressing Misinterpretations in Non-verbal Communication<\/h4>\n\n\n\n<p>A <strong>PR professional<\/strong> must be mindful of cultural differences in non-verbal communication. This aims to avert misunderstandings and misinterpretations. Conducting cross-cultural training and sensitivity workshops is pivotal. This may often enhance awareness and understanding of strategic importance of non-verbal cues.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">c. Technology and Media Landscape<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Impact of Global Media on PR Campaigns<\/h4>\n\n\n\n<p>The proliferation of <strong>digital media platforms<\/strong> and social networks has transformed PR. It has amplified the reach and impact of these campaigns on a global scale. However, there may be cultural differences in media consumption. It often includes habits and preferences that necessitate tailored approaches for different markets.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Utilising Technology for Effective Communication<\/h4>\n\n\n\n<p>Technological advancement tools are often available. They include devices such as video conferencing, VR, and AI-driven language translation tools. This communication model often aims to facilitate real-time communication and collaboration across borders. It is continually overcoming geographical barriers in PR endeavours.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">d. Legal and Regulatory Differences<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Navigating Legal Frameworks in Different Countries<\/h4>\n\n\n\n<p>Legal and regulatory frameworks governing <strong>PR activities<\/strong> vary across countries. This may pose challenges in compliance and adherence to local laws.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Ensuring Compliance in PR Campaigns<\/h4>\n\n\n\n<p>PR professionals must conduct thorough research for their campaigns. They should also consult legal experts for the same. It often ensures compliance with local regulations, IPR, privacy laws, and advertising agency standards in each target market.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strategies for Navigating Cultural Differences and Communication Challenges<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">a. Research and Preparation<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Conducting Cultural Audits<\/h4>\n\n\n\n<p>Executing cultural audits involves assessing the following:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cultural values<\/li>\n\n\n\n<li>Norms<\/li>\n\n\n\n<li>Attitude preferences of target audiences&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This is done in partnership with different markets to <strong>tailor PR strategies<\/strong> accordingly.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Gathering Information on Target Audiences<\/h4>\n\n\n\n<p>PR pros may employ market research, surveys, focus groups, and social listening tools effectively. It aids to gather insights into target audience demographics and psychographics. With this, they may also learn about cultural sensitivities.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.e-translation-agency.com\/wp-content\/uploads\/2017\/11\/localisation-traduction-site-internet.jpg\" alt=\"Adapt to your target market\"\/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">b. Adaptation and Localisation<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Tailoring Messages and Campaigns for Different Cultures<\/h4>\n\n\n\n<p><strong>PR organisations<\/strong> should customise messaging and content. This often resonates with the cultural values and preferences of target audiences in each market.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Localising Content for Relevance<\/h4>\n\n\n\n<p>It is pivotal to adapt content formats and cultural references. It is done to ensure relevance and resonance with local audiences. This may also avert cultural taboos and stereotypes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">b. Building Cross-Cultural Teams<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Importance of Diverse Teams in PR<\/h4>\n\n\n\n<p>This aims to foster diversity and inclusion within PR teams. It is done by incorporating members from <strong>different cultural backgrounds and experiences<\/strong>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Collaborative Strategies for Effective Communication<\/h4>\n\n\n\n<p><strong>PR firms<\/strong> can promote open dialogue, mutual respect, and collaboration among team members. This model often leverages diverse insights and perspectives in PR campaigns. It boosts the planning and execution of the same.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">d. Continuous Learning and Adaptation<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">1. Feedback Mechanisms for Improvement<\/h4>\n\n\n\n<p>PR development firms may seek feedback from stakeholders and owners. This can be done by monitoring campaign performance and conducting post-campaign evaluations. It is pivotal to identify areas for improvement and refinement.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">2. Flexibility in Response to Cultural Dynamics<\/h4>\n\n\n\n<p><strong>Global PR<\/strong> requires remaining agile and adaptable. This can be in response to evolving cultural dynamics and market changes. This can be briskly done by adjusting PR strategies accordingly to maintain relevance and effectiveness.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Case Studies of Successful Global PR Campaigns<\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/www.digitaltripathi.com\/wp-content\/uploads\/2023\/08\/share-a-coke-1.webp\" alt=\"&quot;Share a Coke&quot; campaign\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">a. Coca-Cola&#8217;s &#8220;Share a Coke&#8221; Campaign<\/h3>\n\n\n\n<p>The &#8220;Share a Coke&#8221; campaign personalised its packaging by replacing its logo with popular names. This often resonated with consumers on a personal level. Also, it has reached different cultures and languages.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/masstoclass.files.wordpress.com\/2019\/05\/airbnb-horizontal-belong-anywhere.png\" alt=\"Airbnb's Hit Campaign\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">b. Airbnb&#8217;s &#8220;A World of Belonging&#8221; Campaign<\/h3>\n\n\n\n<p>The &#8220;A World of Belonging&#8221; campaign celebrated diversity and inclusion. It aimed to showcase real stories of hospitality and belonging from around the world. This PR campaign repeatedly a real and authentic connection and fostered cultural understanding and empathy among global audiences.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"449\" height=\"334\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image.jpeg\" alt=\"McDonald's Global localization\" class=\"wp-image-12015\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image.jpeg 449w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image-50x37.jpeg 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image-288x214.jpeg 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image-339x252.jpeg 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2024\/04\/image-373x277.jpeg 373w\" sizes=\"auto, (max-width: 449px) 100vw, 449px\" \/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">c. McDonald&#8217;s Localisation Strategies<\/h3>\n\n\n\n<p>McDonald&#8217;s localised its menu offerings and <strong>marketing campaigns<\/strong> around the globe. It was done to cater to diverse cultural preferences and tastes in different countries. This often enhanced its appeal and relevance to local consumers.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/brandingstrategyinsider.com\/images\/2015\/08\/The-Brand-Brief-Behind-Nikes-Just-Do-It-Campaign.jpg\" alt=\"Don't think, just do it.\"\/><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\">d. Nike&#8217;s Global Branding Success<\/h3>\n\n\n\n<p>Nike launched its iconic &#8220;Just Do It&#8221; campaign. This solely transcended cultural and linguistic barriers. It continually inspired individuals worldwide to pursue their passions and overcome obstacles. This PR motto embodies universal themes of courage and empowerment.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div id=\"module_call-to-action--block_8c50581531ce0d6f9129258e90234081\" class=\"sl_custom_module module_call-to-action align_text_left\">\n    <div class=\"module_call-to-action__wrapper\">\n        <h4 class=\"js-texte-typing\">Make the right choice with confidence             \n                <span data-text=\"Are you looking for a PR agency?\" class=\"js-texte-typing-text\"><\/span>\n                <span class=\"cursor\">|<\/span>\n                    <\/h4>\n        \n        <p>Discover the most relevant agencies for your project based on your own specific requirements.<\/p>\n\n        \n            \n                <span class=\"js-ga-gutenbergBlock-callToAction btn btn-blue\" target=\"_blank\" rel=\"nofollow noopener\" data-o=\"aHR0cHM6Ly93d3cuc29ydGxpc3QuY28udWsvcHJvamVjdC9uZXc\/YXV0b2xvYWQ9dHJ1ZSUyMA==\">Find an agency!<\/span>\n\n            \n            <\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>We aimed to understand that <strong>cultural differences<\/strong> global presentation and communication often challenge PR campaigns. So, overcoming them is crucial for the success of global PR strategies. Cultural intelligence, effective communication, adaptation, and continuous learning are essential elements in navigating these complexities.<\/p>\n\n\n\n<p>Cultural sensitivity and effective communication are foundational pillars of <strong>successful global PR campaigns<\/strong>. They aim to foster connections and resonance with diverse TAs worldwide.<\/p>\n\n\n\n<p>Globalisation is just accelerating. Now, technology continues to evolve in the digital world. Here, future trends in <strong>global communications and PR<\/strong> will focus on leveraging data analytics with AI and immersive technologies. This may often aid in creating personalised, culturally relevant experiences for audiences across borders.<\/p>\n\n\n\n<p>So, embracing cultural diversity fosters <strong>cross-cultural understanding<\/strong>. This often prioritises that effective communication is imperative for <a href=\"https:\/\/www.sortlist.co.uk\/public-relations\/united-kingdom-gb\" target=\"_blank\" rel=\"noreferrer noopener\">PR professionals<\/a>. It aids in navigating the complexities of global markets. After embracing diversity and inclusivity, PR practitioners can create impactful campaigns. We know that it will resonate with audiences worldwide. This repeatedly drives positive brand reputation, perception and engagement on a global scale.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The main goal of any enterprise is to expand globally. Yet, with that, they face the challenge of dealing with different cultures. So, cultural diversity is important for a company&#8217;s success in new markets in global PR. It affects:&nbsp; So, it&#8217;s crucial to understand and handle these cultural differences well for your company to grow [&hellip;]<\/p>\n","protected":false},"author":251,"featured_media":12014,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[46,48],"class_list":["post-12012","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Global PR Strategies: Navigating Cultural Differences and Communication Challenges<\/title>\n<meta name=\"description\" content=\"Learn global PR strategies to navigate cultural differences and communication challenges. Optimise for successful international PR campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.co.uk\/blog\/global-pr\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Global PR Strategies: Navigating Cultural Differences and Communication Challenges\" \/>\n<meta property=\"og:description\" content=\"Learn global PR strategies to navigate cultural differences and communication challenges. 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