Dec. 18, 2012
-- 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.
Lesson 2: Expect emerging markets to cost more, not less.
Lesson 3: Globalize strategies and standards, but keep tactics local.
Lesson 4: “Digital” is a false category.
Lesson 5: The PR discipline is expanding in scope and moving up the strategic ladder.