Leverage local to go global: PROI

Three leaders from PROI sat down to talk about the organisation's structure, the challenges ahead and opportunities likely to derive from both.

They never said the word ‘glocal’ but the concept is clearly the PROI Worldwide value proposition. The independent network of PR firms emphasizes local expertise alongside global scale. In this interview, conducted at the organisation's annual international meeting in Hong Kong, three executives discuss PROI's cooperative nature, which allows member firms to be nimble on their own local level and yet still offer international depth.

Read the complete article, "Leverage local to go global: PROI" on Campaign Asia-Pacific.

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