Global PR suffers communications hitch says report

Poor communication between agencies is the biggest source of problems when running international PR campaigns, according to a survey of 70 senior Edelman PR Worldwide consultants.

Poor communication between agencies is the biggest source of

problems when running international PR campaigns, according to a survey

of 70 senior Edelman PR Worldwide consultants.



Surveyed by international market research organisation IPSOS RSL at

Edelman’s international summer school in London in August this year, 62

per cent of consultants said getting agencies working for the same

client, or offices within a network, to talk to each other was a major

problem.



Conflict within client management was also cited by 51 per cent of

respondents.



Cultural differences in business, the division of budgets among markets,

media differences and managing expectations at the client or the

agency’s central office were also seen as problems by a large proportion

of consultants.



Edelman is using the results to introduce its first manual for managing

global accounts. This is a new departure for the agency, which has not

traditionally relied on manuals.



Edelman UK chief executive Tari Hibbitt said: ’When people run

international PR programmes they make too many assumptions. We recognise

that you have to acknowledge differences.’



Leader, p9.



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