Globalizing the PR practice

In 1996, specialist Kate Nicholas discussed cultural shifts and how they would affect the PR industry in Europe . Several developments were causing difficulties. One was the aim of some larger consultancies to have a unified brand across Europe whilst needing to take into consideration the local regulations and cultural values. Clients from the USA and Asia did not have an understanding of the regional differences within Europe .

In 1997, IPRA published a survey of eight countries (including the UK , the USA , South Africa , Brazil , Japan , Singapore , Switzerland and Australia ) which looked at the effect of globalization on corporate communications. The most important task of the PR in the future was thought to be the maintenance and improvement of corporate social evaluation, along with corporate communication based on company strategy. In order to communicate globally, companies would have to use PR professionals native to the different areas of operation. Shareholders, investors, clients and employees were thought to be the most important audiences. The fact that media were now reaching across national borders also had to be taken into account. IPRA got to the conclusion that companies would need improved communications in the global field.

The question of a European consensus as to what PR industry represents was identified as a problem in moving forward. Reviewing the definitions, a common theme was found to be that PR “helps organizations to establish and maintain good relationships with all kinds of publics which are important for reaching the organization's goals”. (Theaker 2001:272) However, many practitioners' work seemed to be diverging from this and the invasion of the PR professional domain by management consultants, lawyers and accountants was also confusing the picture. In this case, the set up of an European standard that recognized the different stages of development of practice and that allowed different regional and national cultures was proposed.

Specialist Porter Novelli authorized a research on the impact of globalization and the new media on communications in the new millennium. The respondents answered that global organizations would be moving from a decentralized mode to a centralized model. Activities would include investor relations, crisis management, corporate image and PR for global business. Protecting a company's reputation would continue to be the top priority. Brand building would be seen as part of the company's reputation. International experience would be provided to company management and new incentive programs would reward co-operative global efforts. Consultancies could provide leadership in managing global accounts and in bringing together the best people from different disciplines. There would be a need for a good understanding of strategy globally, but also those working in different countries would have to have flexibility to adapt programs and messages to their own local needs (Drukenmiller, quoted in Theaker 2001:272)

To conclude, in the future , companies will become more global, so practitioners will need to demonstrate global capabilities , will need to take into consideration cultural differences and will need to have the knowledge to adapt programs to suit local needs. In this sense, PR practitioners will need to develop their skills and abilities as standards of professionalization are rising. In a few years reputation has also chances to improve if practitioners stress the importance of their role within the corporation and not only.

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