Multicultural society of Australia shapes the body of knowledge in terms of public relations through different manners such as practice and scholarship. However, it is necessary to understand that there is evident gap between the academic literature and actual practice in terms of public relations with the diverse cultural and language background (Department of Immigration and Multicultural and Indigenous Affairs 2001). Multiculturalism in Australia reflects the approach of Australian government in the culturally diverse society, which means, there is no requirement to be similar as everyone else. They mainly focus on the principle of fair treatment and equal opportunities in context of the advantages arising from the diversity. This concept of Multiculturalism in Australia ensures the balance between the rights and responsibilities, and this approach is also followed in terms of the public Relations.
It can be said that Australia is one of the most multicultural country across the globe in context of its diverse ethnic and verbal populations. Therefore, one can expect this diversity in lieu of public relations workforce also. It is confirmed by Singh and Smith (2000) that, with the growth of this profession there are number of characteristics of the society which are displayed such as different cultures, language, politics etc. All these different factors reflect the determinants of the nature of public relations.
From the above facts, it is clear that there is strong connection between the public relations in Australia and aboriginal community, and socio-cultural factors also contributes their best in strengthen this relationship (RMIT 2005).
Department of Immigration and Multicultural and Indigenous Affairs. 2001. The Guide: Implementing the Standards for Statistics on Cultural and Language Diversity. https://www.abs.gov.au/ausstats/[email protected]/0/79fab04272992d54ca25697e0018febd?OpenDocument.
RMIT. 2005. Multicultural Public Relations: A research investigation of public relations practitioners with diverse cultural and language backgrounds in Australia. https://www.pria.com.au/sitebuilder/resources/knowledge/files/154/multiculturalpr.pdf.
Rhyna, Singh, and Ronald, Smyth. 2000. “Australian Public Relations: Status at the Turn of the 21st Century”, Public Relations Review, Winter 2000, 26(4), 387.