Crossing Cultures in the Face of Disaster

by Bettina Byrd-Giles

Intercultural consultants[1] often get calls from organizations who have invested a number of dollars and human resources in failed projects that cross cultural lines.  The investor is a benevolent organization that has been planning for natural disasters and extenuating human circumstances.  An international disaster is a chance to share its expertise and generosity with the world.  Its intentions are good, but the organization usually doesn’t share the blame for the failure of the project.  The blame is often placed upon the target country or cultural group for not having the ability to manage the donated resources.  This happens in the for-profit and not-for-profit worlds.  This article is an attempt to advise organizations on preparing for successful ventures across cultural and national lines.

In the for-profit world, organizations or individuals are looking to do business with another culture for a fee.  A disaster gives them the opportunity to provide a product, service or idea that would transform the lives of the target culture.  From their view, the venture is mutually beneficial.  Somehow when negotiations to sell this product have gone awry, they can’t figure out what went wrong or blame the target culture.  The target culture is labeled as uneducated, unsophisticated or too greedy to understand the benefits of the product or service in question.

This is sometimes true in a nonprofit situation as well.  Although there isn’t a profit motive, non-profits encounter similar scenarios.  They gather items and basic necessities en masse that are ready and waiting to be delivered to the target culture.  Frequently, they are a collective of organizations founded and funded by benevolent individuals.  The leaders of these organizations build PR campaigns around sharing their resources.  Though these non profits are not profit driven, they are often run on a corporate model.  Success is determined by achieving certain goals derived by metrics.  They have reports to file and audits that determine how their funds were used.  There is a pressure to be successful and deliver promises.  If for some reason the donated goods or funds are not utilized properly from the perspective of the donors, the blame is often shifted to recipients.  The target culture is often portrayed as corrupt, inhumane or unintelligent.

Though this RARELY happens, if intercultural consultants were included in the planning process, perhaps money and time would not be wasted.  Both the donors and target culture could reduce the chances of a public relations nightmare.  Part of the strategic planning process would not only include inventory and logistics but a plan to navigate cultural differences.  Logistics usually includes an orientation to the target country such as State Department briefings, hiring translators, learning about foods and brief information about the people.  Sometimes limited information about culture is included.  However, navigating culture and creating the right climate to insure the desired results is often missing.

For the purpose of this article, culture is defined as a group of interacting people who have “agreed” upon a certain set of rules, concepts or beliefs to live by.  Culture is very subjective.  It is nearly impossible for outsiders seeking to offer assistance to learn everything they need to know about a culture.  Even individuals who have lived among a culture for years learn new things.  However, by understanding some basic value structures– one’s own culture and the culture one is trying to address– can be helpful.  Also relying on members of the target culture to help one navigate the culture is absolutely imperative. The following template includes general suggestions for crossing cultures.

1. Hire an intercultural consultant. Interculturalists can help develop strategies for crossing cultural boundaries.  They are experts in facilitating interaction across cultures and providing general information that can anticipate potential clashes.
2. Engage team in cultural training.  If there is time, send the team through intercultural training and cultural adaptation training.  This type of training helps participants understand norms, values and communication styles across cultures.  It also helps simulate a totally new cultural context.  This is especially if there is going to be a lengthy stay.  Though not all cultural blunders can be anticipated, some cross-cultural experiences are universal.
3. Orient team to the target culture through research.  Learn as much about the target culture as possible through reading, documentaries and talking to cultural informants–members of the culture.  Read materials by experts the target culture.  Narratives and first-hand accounts by members of the culture are also helpful.  
4. Seek out members of the target culture.  Members of the culture can give you first hand experiences and information about being a member of the culture.  In the book, Three Cups of Tea, a mountaineer who vows to build a school in a volatile area on the borders of Afghanistan and Pakistan, allows a local Pakistani to negotiate the building materials, hire the staff, etc.   Make sure you listen to them once you seek their advice and guidance. Try to get as comprehensive a view as possible by finding individuals from different regions and subgroups within the target culture.
5. Appreciate cultural differences without stereotyping.  Though cultural information is important and usually accurate, it may not apply to everyone that is a member of the culture.  Listen to what people say about their culture and consider diverse opinions.
6. Build Relationships.  Though your organization has a service to offer, members of the target culture need to know that you have a genuine interest in them.  In addition to impressive credentials, many cultures are concerned with the type of people with whom they are working.  Who you are and your intentions have to be evaluated.  This may take more time than Western sensibilities allow. Perhaps there is an association with a similar mission with whom you can collaborate and begin to build a relationship.  Offer to help and listen to what they believe their needs are.

Bettina Byrd-Giles is an intercultural consultant with the Byrd’s Nest, LLC http://thebyrdsnestllc.com.