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Once an audience has been selected, one will have to find out what could motivate them to work based on their culture. For example if acquiring material wealth motivates members of a culture, one would appeal to them based on that.
In terms of setting a message strategy, managers have to determine what structure, channel and format the message will be in. With message structure managers have to discover whether the culture prefers for messages to be given directly or indirectly. With message channels managers have to discover which technologies the culture favors communicating in and whether it prefers to communicate through speaking or writing. As far as message format managers need to know what standard paper sizes and presentation layout the culture is used to.
In order to overcome language difficulties it is recommended for managers to learn the native language. If that is not possible then managers are urged to either speak English...
Finally, managers have to find out about the appropriate nonverbal behaviors, such as gestures, facial expressions, voice pitch and volume, of the culture. They must stay away from behaviors considered insulting to the culture and must also never judge another culture's nonverbal behaviors based on their own. Managers must be aware of how much physical space members of a culture occupy when communicating with one another, how touching is perceived by them, how they greet each other, and finally how they address each other through either names or titles. It is recommended that prior to their assignment managers should first learn about the culture overall through reading and research and then later immerse themselves in it by interacting with its members consistently.
References
Munter, M. (May/June 1993). "Cross-cultural communication for managers." Business Horizons. 36(3), 69-78.
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