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Verbal communication is more important in cross cultural communication as it will define the right meaning what each culture represent. Verbal communication makes it easy for the end user to understand to the core without and misunderstanding. The most important thing to keep in mind about non-verbal behaviors is that they do not translate across cultures easily and can lead to serious misunderstanding.
Both are important. Depending on the situation, either one of which can be done first and foremost. But generally, verbal communication is more important specially in a cross-cultural environment as it transmits a more transparent message to the recipient. Also, it would be beneficial for the transmitter of the message to convey clearly and completely what he/she wanted to say which is a bit difficult to do on writing. But I think, it can be done as well in writing provided that we have to choose the right set of words to use.
