| It is the boon of the global economy that companies | | | | ruin all the heavy investment made in International |
| have liberty to run their operations and businesses | | | | Public Relations. Moreover, inconsistency, delivering the |
| across national frontiers. However, liberty to do | | | | messages even can go across borders through |
| business in different countries and cultures neither does | | | | international media tarnishing the image of your brand. |
| setup your business nor make an image for your | | | | Contrary to inconsistency in local firm, an International |
| brand unless you do not make some smart business | | | | Public relations network holds control over entire |
| decisions. Setting up of an effective PR campaign is | | | | operation from a centralized authority based at |
| one of those steps that pull up your business, | | | | headquarters of the company, yet they provide certain |
| successfully, in foreign shores. | | | | level of independence to the channel partners. |
| For expanding business or making an image for your | | | | The other major disadvantage with local companies is |
| brand, you can choose either an International public | | | | content duplication which also results in wastage of PR |
| relation network or a local PR agency. About the | | | | resources. As the operation is run over number of |
| selection of a public relation firm an International public | | | | countries thus the overheads and administration costs |
| relation firm poses many advantages over local PR | | | | of International Public relations keeps on duplicating |
| agency. | | | | over in each country, whereas, in case of networked |
| The biggest disadvantage with a local PR agency in | | | | operations duplication of cost and content is controlled |
| terms of International Public Relations is that, it hardly | | | | from centralized monitoring. |
| shows any co-ordination between different countries | | | | There are many other advantages with an |
| and each Local company seems like running their own | | | | International public relations network that is not possible |
| campaign. Though, their always remain a sense of | | | | with a local firm. It can easily promote and brand |
| autonomy in operations of the local PR agency, | | | | product and services that are beneficial to multicultural |
| however, without an organized co-coordination a local | | | | audience and project a multinational and multicultural |
| PR agency heaves heavy on cost and success of a | | | | image for a company. It can do a multicultural research |
| PR campaign. | | | | and analysis for a company thus suggesting product |
| One of the disadvantages with local PR agency is | | | | and services in demand. International public relations |
| inconsistency in delivering message in different | | | | network can make favorable suggestions after |
| territories can also lead to a dilution of core values and | | | | researching multicultural audience and can also provide |
| positioning. Apart from the dilution of core values, it also | | | | word of mouth referrals for business promotion. |
| can make bad impact over existing clientele and can | | | | |