1. How do you see the role of International Public Relations in the future?

The impact of the internet, especially anything in English language, means that few communications can be considered local-only. This means that any communications made anywhere in the world can impact on a brand in any country. The global role is to help monitor and manage these communications so that all operations are ready if any news breaks that might affect them. International public relations can also create content and campaigns that can be used multi-country to build the brand. People often ask if communications are getting more global or more local – and the short answer is, as ever, both!


2. Does it become more important for global companies?

Yes, it is vital. All communications worldwide need to reflect and reinforce the brand. This can only happen if there is a central team in place to resource this task with colleagues in all the key markets.


3. How does the development of online communication platforms influence International PR?

It means that news travels everywhere very fast so communications professionals need to anticipate the news agenda and be prepared. They need to have the monitoring in place so they are never wrong-footed by the media.


4. Which ist the best approach for companies to cope with international PR challenges?

Whether the PR resource is primarily in-house or in agency it is important that everyone talks regularly and that communications processes are in place. I don't think there is a right way - the main thing is that there are clear objectives in place with the right resources and right budget on a sustained basis.


5. Why would companies decide to do it on their own or to charge a communication professional? (Make or buy?)

There are advantages with both approaches. The in-house only approach enables the professionals to be highly knowledgable about the company and 100% focussed on the company. Agencies have the advantage of professional detachment, access to specialist expertise and the contacts gained from working with multiple clients. The best approach is a mix where the core agency team knows the client very well and can access specialist resources easily when the client needs them.


6. Which are the advantages and disadvantages of international PR networks?

The advantage is the ability to deliver a common message across multiple countries and leverage the efforts of one country into many. The problem is that the wholly-owned networks have large overheads that have to be passed onto the client. The Constella Network has been formed to give clients the best of both worlds – the benefits of a wholly-owned network with agencies who know and trust each other and the benefits of specialist independents who really know the market.