How is international PR bought?

Through the numerous pitches and RFP's that we all enjoy I suspect the majority of PRmoment readers have a pretty good understanding of how the purchasing process for domestic PR briefs works. However, many of the bigger accounts reside in global campaigns/retainers. How this business is pitched for and won is probably less well understood.

PRmoment recently caught up with Tanya Hughes, president of Sermo Communications, an international hub of independent PR firms, and PR agency Talk PR.

  • We ask Tanya whether global work really is global?
  • Where the majority of global work comes from?
  • What is the decision making process for deciding the long list for global work?
  • What does it take to build a successful international network of independents?


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