Good PR is global or context and culture specific?

Allow me to continue my today's flow of reflection but on a different topic - "Can global and local PR coexist or will the first replace the latter?"

In my opinion global PR can't cope with every task on its own today. I can not predict what will happen in 10-20 years but presumably the situation will improve, however nowadays the knowledge of specific context and culture is essential.

To back up my idea I will refer to the International Public Relations In Practice book edited by Margaret Nally who stresses that: "The successful public relations professional... recognizes that what works in one country does not necessarily work in another: individual countries need individual strategies" (1991, p.117). Failure to recognize and respond to local market conditions can lead to inappropriate work.

Alan Macdonald (ibid, ch. 3) considers a local national to be the "ideal consultant" (ibid, p. 49). Moreover local PR professionals know better which journalists and writers to sell the story to and how to gain editorial coverage and to reach suitable media.

Global PR is vital and transcontinental messages are acceptable, though these are not possible without domestic communications. This makes the saying - "Think globally, act locally" - very appropriate and correct.