E-Commerce

The New Global World of Public Relations

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Executive Summary

In today's rapidly changing, globally connected communications landscape, several questions are often raised in discussions with global partners. The authors decided to try to answer some of them: What is the best way to allocate communications resources around the globe? How is the public relations industry shifting to adapt to the changing marketing mix? How are clients' needs and expectations of their agencies evolving? For insight, they spoke to 10 global communications professionals - senior executives responsible for corporate communications in large multinational companies. These executives represented companies with world-class communications - with corporate brands recognized worldwide as admired and with award-winning communications programs.

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