- A responsible company is expected to know what's going on ... everywhere.
International is being organized
Any form of corporate presence in a country creates an interface with that
country's media, but also with local correspondents for home-based media.
Journalists expect accessibility, need to identify a contact-point and make
professional use of it. The absence of such identification is, to put it bluntly,
a PR mistake... sometimes a costly one when sensitive issues arise.
Being, or becoming, international calls for a strong coherence in corporate
and product image across borders, markets, cultures. It is the PR function's
responsibility to maintain the coherence of a company's messages on all aspects
of its business. Internationally, this requires reliable counterparts, able
to grasp the international picture while adjusting to local circumstances.
Markets, opinions, media and, of course, corporate structures and activities
are all highly evolutionary. PR must remain at least apace of change, and,
more often than not, ahead of it. It must gain insight into trends which other
management functions will naturally expect PR to spot, interpret and of which
to take advantage. PR must also supply a company's publics with accurate information
about all these changes. No approximations, just facts and decisions.
PROI Partners can supply you with information about local environments,
and become a strong ally by ensuring your corporate data is consistent when
it is communicated across borders.
