WASHINGTON DC: American PR agencies in Europe need to work harder to understand the specific national cultures and languages - despite the imminence of the 'unifying' single currency.
That was the message received from panelists at this week's 'Euro-K, I'm OK' conference in DC, which tackled the changing face of PR in the European Union. They said the single currency would not affect the overriding issue - the need to understand the cultures and languages of the individual nations.
'Too ...