The Council of PR Firms spoke with three CEOs – Burson-Marsteller’s Mark Penn, Hill & Knowlton’s Paul Taaffe, and Waggener Edstrom Worldwide’s Melissa Waggener Zorkin – to gather their thoughts about the global nature of the PR industry and how to be a part of it.

Waggener Zorkin discusses the need to be a part of the community you seek to enter, emphasizing that “what works in one part of the world isn’t necessarily the right approach for every region.”

Penn talked talent. “Clients appreciate proximity and your ability to be with them frequently,” he says, adding that staff members should have a global perspective.

Taaffe highlighted the need to educate new markets and take a “light touch.”

“These markets recoil if Americans come in and suggest they have superior skills,” he says.

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