ANALYSIS: Global PR - How will globalization affect the industry? - Globalization: it sounds great in theory, but what about making it work? John Frank discusses what PR’s heavy hitters had to say on the issue at the recent ICO conference in Switz

Globalization has become a mantra repeated regularly by heavy hitters in the PR game. These days, even mid-sized and smaller firms are reaching across national boundaries, joining various groups that can give them the global reach they think major business clients want. Or they form their own loose alliances with firms in various markets where their clients want them to be.