In the global marketplace for products and ideas, businesses and client organizations don’t need to compromise local resonance or sacrifice heritage to deliver effective messages and build compelling brands. The key to success for public relations is finding balance between responding to the imperatives that govern global business and communications while effectively representing the identity and culture of a country, region and its people.
Long-time International Section member Robert W. Grupp APR has more than 30 years of experience working internationally as a journalist and public relations professional. On July 1, 2009, he became President and CEO of the Institute for Public Relations, the 53-year-old non-profit foundation that is focused on PR research and education. Last year, he visited with PR colleagues on four continents while he was President of the International Public Relations Association (IPRA). This engaging discussion of international practice from the perspective of this industry veteran addresses:
How new professional responsibilities simultaneously confront PR practitioners operating nationally, regionally and on the world stage.
How can you position clients correctly in today’s global market yet meet the needs and expectations of local stakeholders.
How to find the right balance in your international PR mix.