For many companies, the key question is no longer whether to have a global public relations strategy, but rather how to best implement it. "Going Global" has become a necessity instead of an option. In this whitepaper, Business Wire Senior Vice President of Global Media Neil Hershberg examines the reasons why companies have come to recognise the importance of an international communications plan and the complexities and challenges to consider in developing a successful global public relations strategy.
Countries to Watch:
Perhaps the most compelling reason for the sea change in corporate thinking is that many companies now realize that their most fertile growth opportunities are outside their home market. The explosive growth of the so-called "BRIC" markets [Brazil, Russia, India and China] has certainly been well documented.
Additionally, there is a rapidly emerging second-tier of promising countries that have generatedconsiderable interest among analysts. Martin Walker of A.T. Kearney's Global Business Policy Council has identified "10 middle-income emergent countries." He envisions that the following markets will serve as a "whole new motor for the global economy": Mexico, South Korea, Turkey, Poland, Indonesia, Saudi Arabia, Taiwan, Iran, Argentina and Thailand. This is truly an eclectic mix that illustrates both the wealth of available development opportunities and the complexities of communicating with highly diverse markets.