We can infer from the passage that public relations officers ----.

A company's public relations officer is responsible for
creating and maintaining relationships between clients
and customers. Through areas such as brand
management, advertising, media relations and crisis
management, public relations officers seek to foster
interest, trust and belief in the company and its
products. They are aware of how best to carry this out
when dealing within their own nations and cultures.
However, when dealing with a foreign audience, it is
critical that cross-cultural differences are recognized.
By way of illustrating the impact cross-cultural
awareness can have on the success or failure of a
public relations campaign, a brief example can be cited:
an American company tried to sell its toothpaste in
Southeast Asia by emphasizing that it “whitens your
teeth”. They found out that the local natives chew betel
nuts to blacken their teeth because they found it
attractive.