Local knowledge is a value differentiator in the PR world
The recently held BRICS Summit caused waves in the West when Chinese President Xi Jinping encouraged Summit participants to increase trade in their own currencies and to move away from the US Dollar.
The USA downplayed this as a non-event. However, with no first-hand knowledge of the political will within the BRICS block, this stance is potentially dangerous and predominantly based on assumptions.
From a Public Relations (PR) perspective, technology has opened the world up to companies. Prior to this, it would be a significant undertaking for a company to establish a presence or operate in another country. However, with the internet, a company in South Africa can establish a presence in the UK or US through a PR campaign.
But is this effective? Bullion PR & Communication firmly beli...