Smart globalization: How PR pros should approach the global marketplace
As a post-pandemic world tries to rebuild essential connections, what should smart PR people think about their strategy in an interconnected, borderless media landscape?
Neither COVID-19, nor Brexit, nor the declining global trade in hard goods has ended the globalization of the world’s commerce.
There’s a new kind of globalization at play these days, and it has been driven by the way value and benefit has shifted from goods to services, from how many cars can you export to who is using your software to buy, sell and engage with one another. KPO (knowledge process outsourcing) creates more business growth globally than the consumption of Coke. So, the big question for PR pros: Has the PR industry kept up?
Arguably, PR has been global for a long time, whether evidenced by the large, multi-national megafirms or networks of independent agencies passing off work to each other. Such legacy models will always be useful to our clients, but not necessarily optimal. The growth of digitally-driven commerce places a higher premium on PR support that is more integrated, flexible and efficient (yes, budget efficient) across not just borders but also cultures and languages.
Here is how smart PR pros should consider their work in the globalized economy:
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