Adopting versus Adapting a PR Plan: Investigating Why and How Public Relations Plans Must Be Adapted to Specific Publics

  • Paula Bernardino
Keywords: public relations, cultural differences, target market, adapted plan, local characteristics, specific public


This case study investigates whether a public relations plan should be adapted or adopted for specific publics, specifically the Quebec market. The author reviewed relevant literature and conducted several interviews, all of which confirmed that Quebec should be treated as a specific public separate from the rest Canada for PR purposes. PR practitioners should take several factors into consideration when adapting plans for Quebec, including media relations, choice of spokesperson or celebrity, and the use of statistical information specific to Quebec, as opposed to statistics that can be generalized to all of Canada. This case study also suggests future research on how cultural differences affect the development of a PR plan and the success of a campaign when adapted to other places.