When it comes to PR on a worldwide scale, no single way works best.
To ensure effective, consistent messages about a company and its brands around the world, some PR professionals, such as those at United Parcel Service (UPS), opt for a single outside agency with many offices around the world. Others, including IBM, use a consortium of agencies selected on a market-by-market basis. Still others, such as McDonald's, prepare core messages and strategies in-house and depend on internal communicators ...