Honors Capstone Project
Date of Submission
Professor Dennis F. Kinsey, PhD
Professor Sheila Gunn, SU London
Capstone Prize Winner
Won Capstone Funding
Advertising and Promotion Management
This paper discusses the benefits of using a combination of global and local public relations tactics to optimize global marketing activities and reach target publics. It also compares various cultures and public relations practices around the world, and offers examples of international public relations campaigns that have successfully reached their target markets by incorporating global strategies with cultural twists that are specifically tailored to local communities. In today’s progressively more globalized world, where people are connecting more quickly than ever before, it is vital that organizations know how to communicate correctly. While many theorists prefer either global strategies or local strategies, this paper argues that organizations should be combining global and local public relations strategies to communicate with their worldwide publics. My methodology for obtaining this information consisted of interviews and extensive research of books, articles, blogs, interviews and case studies. I conducted over 40 literature reviews, comparing and contrasting various public relations theories. I also spoke with public relations professionals around the world to gain insight into their day-to-day experiences with global campaigns. My Capstone findings demonstrate that global campaigns with localized tactics that cater to specific target groups are the most effective way to reach a broad market and attract a loyal base of consumers. Public relations practitioners must understand the markets in which their clients want to do business as well as how their target audiences receive information. Effective public relations can boost sales and build trust among an organization’s stakeholders.
Krengel, Anne Frances, "The Perfect Balance: Combining Global and Local Strategies for Effective International Public Relations" (2013). Syracuse University Honors Program Capstone Projects. 88.
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