Local v Global PR: Do global campaigns affect the creativity of PR?

Chairperson's introduction
Ben Smith, Founder and MD, PRmoment.com

Global Campaigns and Local Communications - Making the Dynamic Work
Joe Hanley, Director, IBM External Relations, Europe

• The advantages and disadvantages of global versus local campaigns
• Why a collaborative approach across international communications teams is vital
• Why local regions must input to global campaign design, while empowered to think and act for themselves
• Why a simple comms decision making structure within the right culture is important

Marrying global objectives and local needs is possible: Relevancy is key, we only consume content relevant to us
Cairbre Sugrue, General Manager, Waggener Edstrom UK

• In recent times a number of brands have rushed to centralise communications strategies to ensure greater message consistency
• If a company considers a centralised model is a way to control the message then it will fail
• Why in an age of real-time communications, where relevancy is key, companies need a more dynamic structure
• Why a central team should act as an enabler of their local counterparts and give them the flexibility to react to local market conditions
• If brands are to become ‘publishers’ they must understand their ‘readers’ both external audiences and internal stakeholders
• Relevancy is key, we only consume content relevant to us. Companies who impose global campaigns in a command control manner will fail