In the age of communication, public relations (PR) is not merely a technical field that regulates the flow of messages between brands, institutions, and their target audiences. Accurate and timeliness of the message delivery also depends on its alignment with cultural codes and values. Many global campaigns, due to cultural insensitivity, lead to communication that conflicts with local values and provokes undesirable reactions. The modern public relations approach refers to cultural sensitivity in order to solve this problem. Cultural sensitivity, however, can only be achieved through an anthropological perspective. The anthropological perspective highlights the multifaceted and layered nature of culture, emphasizing that people and societies may be more complex than they appear. Furthermore, while culture can be learned, it is dynamic and subject to change. This provides insights into how social transformations occur and where they tend to lead. Anthropology provides a conceptual map of what symbols and symbolic codes are, how they change, and how they should be interpreted. None of this would be possible without ethnography, the fundamental methodology of anthropology. This method is so effective that it is frequently used in sociology and media studies. Furthermore, the ethnographic method has recently begun to be applied to modern PR studies. This text discusses the development of anthropological theories and the importance of ethnographic studies for the anthropological perspective. A PR professional with an anthropological perspective can cultivate cultural sensitivity by focusing on people, culture, and society. This approach allows for PR strategies to be tailored to local needs by taking into account the traditions and norms of the target audience. This strengthens the work or campaign both ethically and strategically, increasing its impact.