PR Drives Message When Global Brands Go Local

"Act Globally, Think Locally" isn't just a cute bumper sticker
anymore. With an entrenched global economy and the media growing
more and more fragmented every day, crafting global brands for
local taste has become imperative for any organization that wants
to maintain its share. As 30-second ads lose their appeal in the
age of TIVO there are many ways that PR is playing a larger role in
localizing global brands. These include creating "local
celebrities," cultivating local reporters and/or working closely
with local salespeople on the kinds of communication efforts that
will truly push product.