For a number of years you would go to a UK PR event and be told how our industry was probably the best in the world, or at worst behind just the Americans. I am not so sure that is still the case. I read a report on WARC, which cited research by R3 amongst Chinese consumers about western and local CSR campaigns; western brands (presumably leveraging global know-how from the likes of the UK and US) came behind local brands like Lenovo, China Mobile and and white goods maker Haier. The best western brand was Coca-Cola in sixth place. I guess the time for industry complacency is well and truly over, when is this local brand power going to deliver PR agency powerhouses that could challenge the status quo?
Archived from blog posts I wrote for PR Week