Applying Multicultural Public Relations in Managing Cultural Differences among Office Secretaries at the University of Benin Teaching Hospital (UBTH)

Background: Multicultural public relations competence is essential for effective communication in diverse environments. Secretaries at the University of Benin Teaching Hospital (UBTH) play a crucial role in managing public relations but face challenges in multicultural settings. Objective: This study investigated the level of multicultural public relations competence, challenges, and strategies employed by secretaries at UBTH. Method: Utilizing an interview research design, the study examined the experiences of secretaries to uncover the level of their multicultural public relations competence, the challenges they encounter, and the strategies they implement to address these challenges. The population for this study consist all secretaries working in the thirty-five (35) departments at UBTH. A purposive sample of 10 secretaries was selected for this study, allowing for an in-depth exploration of their experiences and perspectives. Data was collected through in-depth interviews with the 10 selected secretaries, audio recorded with permission, and lasting approximately 45 minutes to 1 hour Results: The findings revealed that secretaries at UBTH face significant challenges, including language barriers, cultural differences in values and beliefs, and a lack of cultural competence. In response, they employ various strategies such as using interpreters, being open-minded, and adapting communication styles to align with patients' cultural backgrounds. Conclusion: The study concludes that while secretaries at UBTH face notable challenges in managing multicultural public relations, they also utilize effective strategies to navigate these challenges. However, there is a pressing need for training on cultural competence and effective communication skills. Unique Contribution: This research contributes to the understanding of public relations competence in multicultural contexts, highlighting the specific needs of healthcare secretaries and the importance of cultural training. Key Recommendation: It is recommended that UBTH secretaries receive training in cultural competence and communication skills. Additionally, hospital administrators should establish policies that promote effective communication and cultural competence in healthcare settings.