Consumer campaigns are playing to a worldwide audience.
Microsoft's "Halo 2" launch campaign
Edelman
"Everyone needs to be aligned on the strategy, but have the flexibility to modify the tactical implementation as appropriate by market. ... PR's got to have a seat at the table early to help form strategy. ... I don't think this launch would have been as successful, and I don't think we would have been able to accomplish the things we did, had PR been brought into the mix ...