The New Global World of Public Relations

Online, December 18, 2012 (Newswire.com) - As a global public relations agency working with multinationals, Weber Shandwick knows that building and protecting a consistent global brand is a priority.

In today's rapidly changing, globally connected communications landscape, several questions are often raised in discussions with global partners. We decided to try to answer some of them: What is the best way to allocate communications resources around the globe? How is the public relations industry shifting to adapt to the changing marketing mix? How are clients' needs and expectations of their agencies evolving?

For insight, we spoke to 10 global communications professionals- senior executives responsible for corporate communications in large multinational companies. These executives represented companies with world-class communications - with corporate brands recognized worldwide as admired and with award-winning communications programs.

Lesson 1: Invest for the future, with an eye toward measurable results.

Budgets are based on our ability to achieve strategic goals. It's very important to be able to show that the
investment in communications will drive business results.

We put our funds where they have to move the needle.

Lesson 2: Expect emerging markets to cost more, not less.

We look at where the business will grow, and where we think we can achieve specific objectives.

It makes sense to increase PR budgets where the opportunity is the greatest, and where the most long-term
growth potential exists.

Lesson 3: Globalize strategies and standards, but keep tactics local.

We try to share best practices and ideas across markets, so that markets can leverage one another's experience, knowledge and creativity. Sometimes importing ideas can work; other times it won't; and the
local markets need to be the ones to determine that.

Lesson 4: "Digital" is a false category.

There is no longer a separation between PR and digital, which means PR agencies need to redefine
themselves as something broader than traditional PR.

Lesson 5: The PR discipline is expanding in scope and moving up the strategic ladder.

The role of PR used to be mainly media relations. Now it can play a very big picture strategic role, particularly in defining and driving the brand.

Authors:
Tim Fry | Global Client Services, EVP | Weber Shandwick
Jennifer Sosin | Senior Counsel, KRC Research and Weber Shandwick
Stan Stein | Global Account Director, EVP | Weber Shandwick