There is a growing need for professional international public relations, driven by the globalisation of markets and the instantaneous worldwide reach of the media. In parallel, there are higher expectations of openness and corporate governance throughout the developed world, demanding more professional communications. This paper defines international public relations and discusses the infrastructure necessary for the management of international programmes and the likely costs incurred, including awareness research and media monitoring. Then, in a practical look at the potential pitfalls and opportunities of planning, budgeting and managing international PR campaigns, the author suggests ten guidelines for all international practitioners to follow in striving to achieve efficient co‐ordination and to extract maximum value from the PR budget, plus five more specifically for consultants to ensure a professional and profitable service.
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