As noted earlier, the majority of clients who engage in International PR programs think that their programs are ineffective. Communications between regions is sporadic, riven by inter- and intra-agency politics, etc.As noted in that earlier post, there are currently 2 ways to skin the cat when it comes to global PR programming:
"Seamless integrated network" - the approach favored by conglomerate agencies conveniently forgets the fact that regional offices acquired via acquisitions and managed via competitive P&L will rarely cooperate seamlessly.
"Independent network" - this best-of-breed model still implies vendor lock-in on a regional basis, and does not always offer simplified administration (e.g., a single invoice).
As a mid-sized firm that typically handled start-up companies, we did not often have to worry about these broken models. But, as our business grew we took on ever-larger clients, and meanwhile the Internet facilitated global selling for clients of all sizes. The "Global Question" loomed large. The more we explored, the more troubled we became; we grew determined to find a "third way."
We came up with this:
"Centralized Coordination of a Freeform Network" - this approach required us to hire a senior-level PR pro whose only job is to help clients manage a best-of-breed network of worldwide agencies. Credo: "Performance Through Simplification"
First, we vetted out and created our own independent network, making sure to have several agency options in each major geography to better ensure a good client/agency fit. We offer these agencies' services to clients (simplified agency reviews), and take on the responsibility of managing each agency relationship (simplified communications, simplified & centralized billing).
While we view our partners as "preferred," there is no exclusivity mandate. If one of our partners doesn't work out (or if the client already has preferred vendors overseas), we simply assimilate a new regional partner into the fold. Our dedicated Global Coordinator manages it all - including working bizzaro hours, so that the client need not set up 5am conference calls to get on the same page with PR firms in Tokyo, London, Beijing, etc. (simplified life)!
In essence this model offers the centralized coordination and administration of a global conglomerate, while gaining access to any-and-all varieties of best-of-breed regional partners.
The PR Goliaths can point to a map, flip a switch, and all the push-pins representing all their many offices will light up in the same color. I'd rather point to a map that lights up with all the colors of the United Nations ... As long as you can get a handle on the tough aspects of inter-agency coordination, diversity is a strength when it comes to global PR.