May 24 2011
Marketing and communications executives are “going global,” with seven out of 10 saying their organizations currently have, or will have in the next five years, a global marketing function, based on the results of a study commissioned by the Public Relations Global Network (www.prgn.com), one of the top international networks of independent public relations agencies.
The survey of 206 communications professionals at agencies, corporations and non-profits across six continents reveals that more than four in 10 (43 percent) say their organizations already have a formal global marketing function. Of those without one, more than half expect to have one in the next five years.
“One of the interesting findings of the survey is that even organizations that are not operating globally today said that they expect to have a global marketing communications function in the future,” said Francine Robbens, PRGN president and partner at Brussels-based PRP-Public Relations Partners. “Communications professionals see clear benefits in fostering global relationships.”
Other key findings include:
“This last finding underscores the value of communications networks such as PRGN, which enables our clients to partner with local agencies in international markets to help address differences in culture and language and communicate more effectively to specific audiences in other countries,” said Robbens.
The online survey was conducted in March by the LCWA Research Group, a division of Chicago-based L.C. Williams & Associates, a PRGN member.