What the Most Influential Brands Do Differently
Brand strategy is undergoing a transformation. Influence, once treated as a byproduct of visibility, has become the metric that defines long-term relevance. ...
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Brand strategy is undergoing a transformation. Influence, once treated as a byproduct of visibility, has become the metric that defines long-term relevance. ...
Continue ReadingNEW YORK / BRUSSELS – A new global survey of marketing and business leaders across 40 countries highlights a fundamental shift in branding strategies, with trust, reputation and digital engagement emerging as the most important drivers of brand influence. The research, which was commissioned by the Public Relations Global Network (PRGN) and conducted by Researchscape International...
Continue ReadingEverything’s bigger in Texas, including economic opportunity. In fact, if Texas were a country, our economy would rank eighth in the world – ahead of Russia, Canada and Italy....
Continue ReadingFlorida’s business climate is highly favorable, making it attractive for companies and entrepreneurs. The state boasts a large market and strategic location that serves as a gateway to Latin America, enhancing its global connectivity and supporting infrastructure. Known globally for its theme parks and beaches, Florida’s diverse economy is driven not only by tourism but also...
Continue ReadingRenowned as a key player in the global economy, Taiwan stands as a highly developed and technologically advanced market. With its strategic location in East Asia, robust economy, and innovation-driven industries, Taiwan serves as a gateway for businesses looking to tap into the broader Asia-Pacific region....
Continue ReadingAfter surviving the Covid-19 pandemic during which time there was no direct consumer engagement between brands and consumers, experiential marketing is back and stronger than ever. At Southard Communications and in partnership with BOOM Ventures, we believe the number of companies understanding the importance of driving face-to-face communications and interaction with their brand and their desire...
Continue ReadingSwitzerland is in fact a country of four capitals: Geneva, home of private banks, fragrances and watches industries, multinationals, and international organisations; Berne, the political capital and seat of the country; Zurich, home to international banks and many Swiss enterprises; Basel, the seat of some the world’s biggest pharma and chemicals companies....
Continue ReadingNew York City is truly the city that never sleeps… literally. At any hour of the day or night you will see people walking the streets, eating, drinking and just enjoying the wonders of New York City....
Continue ReadingTürkiye (called Turkey before 2023) has a vibrant and young population full of potential and open to new businesses and investments....
Continue ReadingAfrica’s business environment presents many opportunities driven by a dynamic blend of economic, social, and political factors. Economically, the continent boasts an abundance of natural resources, from minerals to agricultural land, offering investors a diverse range of sectors to explore. With a rapidly expanding middle class and urban population, there is a growing demand for consumer...
Continue ReadingSingapore is home to a dynamic business environment characterized by its strategic location, pro-business policies, excellent infrastructure, and a highly skilled multi-cultural workforce. As one of Asia’s leading financial centers, Singapore offers the ideal environment for businesses to thrive....
Continue ReadingPortugal emerges as a vibrant hub for investment and entrepreneurship, offering a favorable business environment bolstered by strategic geographical location, economic stability, and progressive policies....
Continue ReadingBelgium offers a favorable business environment characterized by its strategic location in the heart of Europe, excellent infrastructure, and highly skilled workforce....
Continue ReadingEn la era digital, los vídeos cortos han dejado de ser una simple tendencia para consolidarse como uno de los formatos más efectivos en la comunicación con audiencias jóvenes. Plataformas como TikTok, Reels de Instagram y YouTube Shorts están marcando un nuevo estándar en el consumo de contenido, ofreciendo a las marcas y organizaciones una oportunidad...
Continue ReadingThe Washington, DC, metropolitan area encompasses a vibrant and diverse business environment influenced by the U.S. federal government, numerous international organizations and is headquarters to many major corporations....
Continue ReadingLooking ahead to 2025, PRGN agency leaders are gearing up for a year that promises significant changes in public relations. Every December PRGN collects predictions from its member agency leaders globally to look ahead into what the new year holds for the PR and communications sectors and the practitioners, agencies and brand representatives working in them....
Continue ReadingBrazil offers a challenging and diverse business environment. With its vast territory, rich cultural heritage and abundant natural resources, Brazil attracts attention from around the world....
Continue ReadingEn este primer podcast en español de PRGN, Loreley Maldonado, fundadora de Eje Comunicación en México, conversa con la periodista Valentina Giacaman, fundadora de RumboCierto Comunicaciones en Chile, acerca de la comunicación unbranded....
Continue ReadingNorth Carolina has a pro-business environment with a 2.5% corporate income tax rate, the lowest in the United States, and a favorable legal and regulatory climate. The state also has low business costs, qualified talent, and a world-renowned education system. In 2022 and 2023, CNBC named North Carolina the top state for business....
Continue ReadingMilan, with its innate vitality and role as the nerve center of the Italian economy, has emerged as the preferred home for numerous public relations agencies. This concentration of talent and expertise in the PR field is no coincidence, but rather the result of a unique combination of factors that make Lombardy’s capital a fertile ground...
Continue ReadingToronto is Canada’s largest city and is home to the most corporate head offices in the country. Toronto is a rapidly growing city. The skyline is filled with construction cranes and there are numerous transit expansion projects underway. Businesses draw on a large and diverse talent pool, especially in financial services, technology and life sciences. The...
Continue ReadingChicago is the third-most populated metropolitan area in the United States with more than 9.6 million residents in the city and suburbs. It is the centerpiece of commerce in the Midwest. Unlike other major cities, Chicago does not have a single industry specialization because it dominates many diverse industries, including manufacturing, financial, transportation, food, insurance, pharmaceuticals...
Continue ReadingThe Public Relations Global Network (PRGN) announced winners of its 2024 Best Practice Awards at an awards gala ceremony held at the Hotel du Parc des Eaux-Vives in Geneva, Switzerland, and attended by 43 member agencies from across the globe....
Continue ReadingWith the highest gross domestic product, Germany is the largest economy in Europe and one of the largest in the world. The economy is diverse, with the automotive industry, mechanical engineering, chemicals and services being the strongest sectors. The country is valued for its high-quality and innovative products and its strong export orientation....
Continue ReadingWhen first entering a partnership with a new client, we often get asked where do we start? Well, for starters, understanding your audience is critical and a crucial factor in crafting messages that will resonate with your external audiences. At Southard Communications and in partnership with Escalate Strategies our vision is to help companies create brands...
Continue ReadingColorado is truly characterized by early adoption and that ethos filters into business, culture, and politics. Colorado became among the first two states to legalize adult recreational marijuana nearly a decade ago. Since then, the “green rush” has contributed more than $1 billion in tax revenue and added 44,000 cannabis-related jobs. Sustainability consistently is a top...
Continue ReadingMexico holds a strategic position as the economic and financial hub of Latin America, offering unique business opportunities. The country provides a favorable environment for foreign investment, nearshoring and entrepreneurship....
Continue ReadingArgentina is the third largest economy in Latin America and very busy in technology and startups. Beyond the richness of the land, enhanced by a strong agro-food sector (meat, wheat, soybean rice, etc.), mining, oil & gas, we must highlight the value of educated human talent in the country. The development of services, management and professionals...
Continue ReadingThe San Francisco Bay Area is the economic engine of Northern California. Although well known for its tech and tourism industries, the nine Bay Area counties are also innovation hubs for the autonomous mobility, food & beverage, life sciences/biotech, medical device and finance sectors. ...
Continue ReadingBy far the country’s economic powerhouse, Bucharest is a city of more than 2 million people and is bustling with life and open to business. Bucharest is home to 9% of Romania’s population but accounts for almost a quarter of the nation’s GDP. A majority of national and international companies have selected Bucharest for their headquarters,...
Continue ReadingThere is no question that clients today expect results from their PR firms. For many this still means driving awareness through editorial news coverage, influencer reviews and executive interviews. For years, the bigger the monthly clip book the happier the client and while clients still want quantity and quality, the expectations clients now have with their...
Continue ReadingOffering 300-plus days of sunshine annually, the metropolitan Phoenix area is expected to grow to 6 million people by 2029 and represents nearly 73% of the state’s economy. Phoenix is the 5th largest U.S. city and boasts 40-plus colleges and universities to prepare the state’s workforce. Projected employment growth for the next decade is 15%. With...
Continue ReadingLiving here is easy, but the business environment is quite restrictive. Compared to other countries, Austria has a high level of regulations and barriers for setting up a new business or expanding into new fields. As the capital city and the only true metropolitan area, Vienna holds a dominating position, and there are more truly local...
Continue ReadingNAIROBI / BRUSSELS – The Public Relations Global Network (PRGN) has announced today the launch of the Global Expert Panel on tourism and travel for Africa, led by its member agency The Newmark Group, a strategic communications and advisory firm headquartered in Nairobi, Kenya....
Continue ReadingRanked by Forbes among the 15 best countries in the world for doing business, Ireland is renowned as a high-performance knowledge economy with outstanding IT, infrastructure and human resource skills. ...
Continue ReadingAlabama is well-known for many cultural stereotypes, but those lucky enough to grow roots here know it’s a best kept secret with an affordable quality of life surrounded by deep community engagement, outdoor recreational treasures, an emerging innovation sector and iconic Southern hospitality. Yes, you may be surprised to learn that Alabama is more than meets...
Continue ReadingLithuania offers an ideal environment for business growth with minimal bureaucracy and efficient processes. It ranks highly globally for its digital skills availability and economic freedom. Setting up your business here is quick and easy, with the entire process conveniently completed online within days. This streamlined setup process contributes to Lithuania’s rising international rankings....
Continue ReadingDubai’s business environment is a vibrant mix of innovation, opportunity, and strategic positioning, ideal for enterprises looking to expand their global footprint. Known for bridging East and West, the city offers access to emerging markets across the Middle East, Asia, and Africa. Its cosmopolitan nature and business-friendly policies, including free zones and favorable tax conditions, create...
Continue ReadingSweden is an EU member state and benefits greatly from the free movement of goods, services, people, and capital. Located in the middle of the Nordic region, Sweden has historically also cultivated strong trade relations and close cooperation with its neighbouring Nordic countries. Other main trade and export partners are Germany, the USA, and the UK....
Continue ReadingFrance boasts a diverse business environment characterized by a blend of tradition and innovation. Its strategic location in Europe, well-developed infrastructure, and skilled workforce make it an attractive destination for investors. The country’s strong industrial base, particularly in sectors like aerospace, automotive and luxury goods, contributes significantly to its economic prowess and France’s influence in the...
Continue ReadingPhiladelphia is the largest city in Pennsylvania, and the sixth largest city in the U.S. – a fact that outsiders often forget, given its situation between super-cities New York and Washington, D.C., Philadelphia is a true East Coast city – cosmopolitan, international, trendsetting. It is a stark contrast from Pittsburgh on the western side of the...
Continue ReadingAgriculture anchors Arkansas’ economy; it’s the No. 1 U.S. rice producer and the No. 3 broiler chicken producer. It is fast becoming a top outdoor recreation hub, particularly for year-round mountain biking....
Continue ReadingBuilding a team from an internal communications point of view can be challenging. What’s the best way to tackle this process? How do you select a team of consultants that can work together, support each other and leverage the total experience to create the best brand experience? And, how do you know you’re getting the right...
Continue ReadingDenmark has earned a position as global leader in innovation due to its different business environment and culture. Today Denmark is particularly strong in information technology, renewable energy, sustainability, and life sciences – and also has a vibrant creative industry, encompassing design, fashion, architecture and media. Copenhagen, the capital city, is considered a global hub for...
Continue ReadingLos Angeles is an epicenter of global communications. It’s where people come to be noticed. It’s where you start if you want to reach the world. With the world-famous Pacific Ocean beaches to the left, and picturesque – often snowcapped – mountains to the right, Los Angeles is what many would view as paradise. ...
Continue ReadingFinland has been crowned as the happiest country in the world seven times in a row. It has held this title since 2018 in the World Happiness Report. Many factors that contribute to this success are also very relevant for the business environment....
Continue ReadingNashville’s rapid growth and diverse economy make it a prime secondary market for business. With a daily population increase of 86 in 2023 and headquarters like HCA, Nissan, VUMC, Amazon, and TikTok, it showcases a strong mix of sectors. The hospitality industry, worth $9.2 billion, highlights its economic vitality, supporting 70,000 jobs. Nashville’s business-friendly climate, absence...
Continue ReadingItaly’s business landscape blends tradition with innovation, anchored by SMEs and complemented by multinational branches, notably in Milan and Rome. Spanning sectors from food to fashion, design and logistics, Italy is also becoming a tech and startup hub supported by government incentives. This environment offers vast opportunities for storytelling in PR and marketing, merging craftsmanship with...
Continue ReadingMalaysia, situated in Southeast Asia, is known for its breathtaking landscapes, bustling cities, and thriving industries. Malaysia’s robust financial and banking sectors, pro-business policies, well-developed infrastructure, and government support make it an easy place to conduct business....
Continue ReadingChile is still one of Latin America’s most stable and prosperous nations, with strong regulations of its markets and great economy for the last 30 years. Many foreign companies choose Chile as a platform to invest in the Andes region....
Continue ReadingIndia is fast becoming a crucial market for public relations. This is fueled by its fast-growing economy, diverse workforce, and dynamic consumer base, driven by a young population. Furthermore, the country’s diverse regions sometimes necessitate a hyper-local communications approach, sensitive to each region’s languages and ethnic requirements. Cultural, geopolitical, demographic, and social distinctions all play major...
Continue ReadingKorea is the world’s 13th largest economy. It is a business hub of innovation and economic vitality, with several thriving sectors such as technology, consumers products, luxury goods, K-contents, travelling, and many more....
Continue ReadingChina, with its vast geographical area and diverse development, offers immense opportunities for businesses. The Chinese market by GDP is as massive as the European Union, with territory twice the size of EU countries combined. From the bustling megacities of Beijing and Shanghai to the rapidly developing towns in the inland, China’s market is both extensive...
Continue ReadingTel Aviv, Israel, is home of dynamic entrepreneurial spirit. Israel is a democratic state in the Middle East and boasts a vibrant business ecosystem. The country is currently facing a war that might have implications on its business industry, though the Israeli economy was in a very strong position when the war started, a fact that...
Continue ReadingBeyond business, Tokyo’s cultural influence resonates globally, contributing to a thriving creative industry. Commitment to a high quality of life, safety, healthcare, and education establishes an ideal environment for businesses and residents alike. The tourism sector significantly boosts the economy, with millions of international visitors supporting hospitality, retail, and entertainment sectors....
Continue ReadingA well-orchestrated communications strategy is pivotal for fostering company growth in today’s competitive business landscape. Now is the time to plan for 2024. If you can get your planning right today, you’ll have an aligned brand message with business objectives, enhance visibility, and be able to build enduring relationships with your audience....
Continue ReadingYour audience’s attention is more fragmented than ever. We used to target seven touchpoints to reach the customer – now, it takes eight or nine. How do today’s PR teams keep up? Savvy PR leaders have learned to amplify their PR wins to get the biggest impact....
Continue ReadingThe Public Relations Global Network (PRGN) announced winners of its 2023 Best Practice Awards at an awards gala ceremony held at the FANG Restaurant in San Francisco and attended by more than 30 member agencies from across the globe....
Continue ReadingThe COVID-19 pandemic has reshaped the way we live, work, and interact with one another. One of the most profoundly affected areas has been events. From large-scale international conferences to intimate business meetings, the events industry faced unprecedented challenges and changes during the pandemic. In this week’s episode of PRGN Presents, I had the opportunity to...
Continue ReadingNo matter what social media channels you frequent, you’ll surely find yourself as a target of influencer marketing. With millions of influencers to choose from, PR professionals should keep a few things in mind before launching a partnership. Here are five steps to pick the right influencers for your brand....
Continue ReadingWhile talking with a friend about her job in supply chain management at a local steel company, she joked, “Before the pandemic, nobody even knew what supply chain management was. Now everyone knows.”...
Continue ReadingAs 32nd President of the Public Relations Global Network, Andy See is also the first Asian president of one of the world’s largest networks of independent PR and communications agencies. A native of Malaysia and founder and principal partner of Perspective Strategies in Kuala Lumpur, Andy started his one-year service at PRGN’s Member Meeting and Conference...
Continue ReadingManaging a team of marketing and PR professionals can be stressful. Depending on your role, you’re likely responsible for the team’s performance and outcomes, tracking the ROI of PR campaigns, monitoring online and public sentiment and scrutiny of your client, and coordinating the accurate and effective execution of press releases or other critical communications. This level...
Continue ReadingIt’s no secret that the rise of social media and content marketing has made it easier to connect and engage directly with your target audience. However, as consumers become increasingly more skeptical of marketing tactics and spin, third-party validation in the form of media coverage can be the perfect complement to further amplify the reach and...
Continue ReadingIn today’s economic environment, every company is looking for ways to improve efficiency, cut costs and pack the new business pipeline. For savvy C-suite executives, public relations is a key component to building the right personality for their brand. As a result, it also sets the stage to build the new business pipeline. How does that...
Continue ReadingThe Covid-pandemic has left behind some major obstacles for future healthcare and pharma communications campaigns. While there are regional differences, the general pattern seems to be global and comprises of four key trends:...
Continue ReadingFor thousands of years, humankind has chronicled stories to learn from and teach others, and it is through the recounting of these stories that lessons have been passed down for generations. As a species, we have progressed greatly from those early days and technology has made way for more detailed representations of these lessons. While the...
Continue ReadingAt a time when the metaverse and metaverse marketing are simultaneously erupting with popularity and widely misunderstood, Lauren Reed, owner of REED Public Relations, sat down with Jennifer Poythress, founder of The Rabbit Hole VR & Virtual Marketing, to discuss all things metaverse marketing....
Continue ReadingInflation is skyrocketing. Economies around the world are stalling. And on top of all this – we have a war in Europe. However you look at it, these are challenging times. Many people feel anxious about money, health, and their future; people are increasingly in a state of chronic stress because they face multiple crises....
Continue ReadingEthics and transparency, AI and innovations, ESG agenda and constant crisis mode – these are some of the key trends that will shape 2023 for brands and communicators, say PRGN’s leading global communications experts in our annual collection of PR predictions....
Continue ReadingIn an increasingly connected world, it’s critical for public relations, marketing, and communications specialists to understand the dynamics that exist when communicating across cultural lines. Throughout the year, billions of people celebrate hundreds of holidays, religious events, and festivals. Communications specialists need to understand how to effectively navigate and understand holidays of the world, especially when...
Continue ReadingIn the last two decades, digital advancements have drastically changed the way people select products and services. Newspapers, magazines, TV news and press releases are all still relevant and valuable forms of communication, but social media platforms have had an explosive impact on an entire generation and offer more contemporary tools to connect with your audiences....
Continue ReadingThe Public Relations Global Network (PRGN) announced winners of its 2022 Best Practice Awards at an awards gala ceremony held at the Gardens by the Bay in Singapore and attended by more than 30 member agencies from across the globe....
Continue ReadingThe past few years have brought previously unseen challenges for societies globally – pandemic, war, inflation and increasing social demands and tensions. Communications professionals will have to take these new factors into account when advising their clients on day-to-day activities as well as when drafting communications plans. ...
Continue ReadingThe practice of public relations requires a variety of skills: strategy, communication, analytics and creativity. All of these components blend to create a colorful, evocative, engaging and informative landscape. Those who excel in the strategic and analytical side may not have the same natural aptitude when it comes to creativity, and even the best strategy cannot...
Continue ReadingOver the past 20-plus years, no industry has been disrupted more by technology than public relations and communications. At the turn of the millennium, PR was largely earned media, working directly with journalists to spur stories or becoming a trusted source for inclusion in organic articles. Think about it. In 2000, most people got most of...
Continue ReadingBelieve it or not, it’s time to start thinking about your company’s plans for CES 2023. ...
Continue ReadingEvery organization, business and brand relies heavily on its public reputation for success. Publicity gives brands the power to reach a large audience and share their stories with the world. By leveraging the art of public relations (PR), brands gain access to a powerful tool that can help them reach their goals—from building greater brand awareness...
Continue ReadingIn a digital world, use of social media is no longer optional for your brand to thrive. When approached with a strategic lens, it can boost your brand and expand your market, but that doesn’t all happen overnight. Before diving into a new social media platform, take some time to prepare. Be intentional with your efforts...
Continue ReadingThe Public Relations Global Network (PRGN) announced winners of its 2021 Best Practice Awards today in an online Awards Gala ceremony attended virtually by member agencies from across the globe....
Continue ReadingYou’ve taken the deep dive and designed a PR campaign that you hope will advance your goals. You’ve planned, organized the team and rallied stakeholders....
Continue ReadingAs companies embrace public relations as a means of positively influencing a brand’s perception by managing communications with the media and influencers and the public, it’s important to continually review the tools that have proven to be most effective in consumer public relations. The benefits are clear and include boosting top-of-mind consumer awareness, building credibility, earning...
Continue ReadingClubhouse, the audio-only social media platform, is experiencing rapid growth and making headlines. Still, many marketers have yet to grasp the potential this brand-new platform offers....
Continue ReadingSeveral years ago, an automobile insurance company came to our Miami PR Firm asking if we can market a bilingual literacy program for them. We were ecstatic! We had been trying to explain to several of our corporate clients the value of investing in Corporate Social Responsibility (CSR), also known as Cause Related Marketing. ...
Continue ReadingFrom its origin as a trendy new way to promote a brand, content marketing has grown into a versatile and easily customizable strategy to reach a highly targeted audience. Businesses and organizations across all industries now utilize content marketing to build brand awareness, thought leadership and lead generation. However, it takes more than publishing a few...
Continue ReadingA traditional communication tool ended up in the shadows, thanks to the advent of social media, but newsletters are back and are on the rise again....
Continue ReadingLet’s be honest: Not every client has a compelling story to tell if you look just at their products or services. So, a little investment in a poll or survey can help raise their profile as a thought leader and relevant voice in their respective industry. But there are a few caveats to observe so that...
Continue ReadingWithout a doubt, technology has opened the door to one of the most remarkable and recent inventions, social media. Its thriving popularity is apparent — as of the start of this year, more than 55% of the total global population are now social media users. ...
Continue ReadingWe used to think of Millennials and Gen Z-ers as, well, the young people in our lives, but in recent months the difference between the two generations has become a viral topic. Open any social media platform and you’ll see one generation mocking the other about clothing and hairstyle choices, but the differences between the two...
Continue ReadingLast year was epic in terms of disruption to most businesses and few industries were as disrupted as the real estate industry. While the disruption was immense, it wasn’t all negative. In fact, real estate is having a banner year in 2021, fueled in part by the way the real estate had to change its marketing...
Continue ReadingCompetition in the Food & Beverage industry is always fierce. With consumers choosing from hundreds of restaurants, F&B brands need to get creative when promoting new products and initiatives....
Continue Reading“Between saying and doing there is the sea,” says a well-known proverb. This quote can be applied to today’s brands as they are called to cross this sea and take their Corporate Social Responsibility strategy to a new level by developing brand activism strategies that mark the transition from storytelling to storydoing....
Continue ReadingMillennial moms are more than their skinny jeans. Eighty percent of children in the U.S. are born to millennial mothers, and with moms controlling 85% of household purchasing decisions, millennial moms grasp about $2.4 trillion in spending power, according to Forbes. Communicating with millennial moms requires rethinking your biases and reworking marketing strategies to ensure alignment...
Continue ReadingTourism and hospitality are two of the most affected industries following the COVID-19 global crisis. Many jobs have disappeared, many companies have gone bankrupt, and many services no longer have a reason to exist....
Continue ReadingRecently a list of the best social media campaigns of 2020 has been revealed and it includes campaigns from globally renowned brands such as Spotify, PlayStation, Bud Light, Ocean Spray, Heineken, Netflix and Pringles. Rightly so, the campaigns offered significant insight to communication pros not just because of the brand name behind the campaigns but because...
Continue ReadingWorking with influencers is like braving the wild, wild west. Without any specific guidelines or code of ethics, each brand-influencer partnership is unique and can result in really great coverage, really awful coverage or something in between. ...
Continue ReadingFrom podcasts to Clubhouse, new communication trends are putting oral culture back at the center of communications and public relations....
Continue ReadingLet this sink in for a moment. Facebook launched in 2004. Twitter became a word in 2006. Instagram? 2010. In roughly the time it takes to conceive a child and see them get a drivers’ license, the innovation of social media disrupted, overwhelmed, inspired and challenged public relations professionals around the world. Both as individuals and...
Continue ReadingLet this sink in for a moment. Facebook launched in 2004. Twitter became a word in 2006. Instagram? 2010. In roughly the time it takes to conceive a child and see them get a drivers’ license, the innovation of social media disrupted, overwhelmed, inspired and challenged public relations professionals around the world. Both as individuals and...
Continue ReadingAs the Covid-19 pandemic continues to rage on, the world is learning how to cope with it and businesses are looking for new opportunities the crisis presents. In the travel and leisure industry – my closer area of expertise – professionals are already brainstorming now not only about how to survive, but also how to use...
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