Tipping the balance: A decision-making model for localization in global public relations agencies

Molleda, Juan-Carlos; Kochhar, Sarabdeep; Wilson, Christopher

doi:10.1016/j.pubrev.2015.05.004

Cited by 9 publications

(10 citation statements)

References 17 publications

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“…Many locally grown companies and cultures are relatively marginalized as a result (Gregory and Halff, 2013). As an alternative, “glocalization” is suggested as a synthetic balance of the global standard and local accommodation (Maynard and Tian, 2004; Molleda et al , 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Globalization of the public relations agency industry: a country-level analysis of global public relations agencies and environmental factors

Lee

Chung²,

Lee³

2023

JCOM

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PurposeThe present study examined the status of globalization of the public relations (PR) agency industry and its environmental factors by analyzing 101 countries.Design/methodology/approachData were constructed from content analysis and multiple archival sources. Cluster analysis and multiple regressions were used for data analysis.FindingsThe present study identified the four distinctive groups of countries in the number of global PR agencies per country. These groups are (1) globalized top countries, (2) globalized major countries, (3) globalizing countries and (4) peripheral countries. The study also found that the degree of globalization of the PR agency industry in a country was associated with its democracy, economic system (gross domestic product (GDP) and foreign direct investment inflow), legal system (rule of law), cultural system (power distance and long-term orientation) and media system (Internet penetration rate) factors.Originality/valueThe previous studies on the global PR agency industry was limited to investigating a few leading agencies, but this study analyzed 114 global PR agencies and their diffusion in 101 countries and explored the influence of each country's characteristics (i.e. political, economic, legal, cultural and media factors) identified as the global PR environment factors.

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Section: Literature Reviewmentioning

confidence: 99%

Globalization of the public relations agency industry: a country-level analysis of global public relations agencies and environmental factors

Lee

Chung²,

Lee³

2023

JCOM

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“…This was understood by the multinational agencies (7, 9, 15, 23, 29, 32, 35 and 36) as the capacity and preparation to bring together the integration of services with the geographic, social, cultural or political variables of public interests of their global client companies, a capacity unmatched by smaller agencies. These elements are highlighted in Molleda et al (2015), as specific to multinational agencies.…”

Section: Communication Consultancymentioning

confidence: 99%

Strategic communication practices by consultants in Colombia

Preciado-Hoyos

2020

CCIJ

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PurposeThe purpose of this study is to determine the perception of communication and PR agency directors in Colombia regarding strategic communication and its relationship with consultancy when involved with three types of activities: bringing the context close to the organization, providing new knowledge and facilitating change.Design/methodology/approachThis paper provides an exploratory study based on semi-structured interviews of a sample of 55 communication and PR agency directors.FindingsAmong the directors interviewed, there are different criteria concerning strategic communication and the services this entails. Although the literature mentions that consultancy should focus on counseling, accompanying, advising and orienting without making decisions for the client or performing any operative activities, many Colombian agencies offer these services, in addition to other technical ones. This is because these are the most requested ones by their clients and so are important in acquiring contracts in the country's communication sector.Research limitations/implicationsThe limitation of this study is the absence of a regularly and systematically updated directory and database with the current size of the communications sector and its yearly revenue in Colombia.Practical implicationsLack of consensus regarding strategic communication consultancy may lead to unfair competition on prices and confounding strategic and nonstrategic services in the market.Social implicationsNew academic knowledge for the communication practices in communication agencies in Colombia and Latin America.Originality/valueThis article arises from initial research done in Colombia on the perceptions of the communication sector's directors regarding the meaning of strategic communication and key capacities in the provision of services under that remit.

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“…More than a hundred years on, societies around the world are facing an era of profound change and complexity (Santa Soriano and Valdez, 2021; Gregory and Willis, 2013). In particular, the convergence of technological advancements and the fourth industrial revolution, as well as globalisation 4.0, mean that the way individuals and organisations interact and communicate, and with whom or what, differs now when compared to previous decades (Hagelstein et al , 2021; Fitzpatrick and Weissman, 2021; Molleda and Kochhar, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Kim and Ki, 2014; Toledano and Avidar, 2016) and the challenge of balancing both (Sriramesh and Štumberger, 2017). At a practical level, publics, organisations, cultures and markets that cross national boundaries bring a diversity of opportunities, but also complexities and conflicts (Molleda and Kochhar, 2019) that can extend to what is considered right or acceptable.…”

Section: Introductionmentioning

confidence: 99%

Public relations ethics in the 21st century: a state-of-the-field review

Jackson

Chorazy

Sison

et al. 2022

JCOM

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PurposeTo conduct a systematic review of public relations ethics (PRE) research and scholarship in the 21st century and suggest future research directions. The study is prompted by macro-level phenomena that have impacted societies since the beginning of the 21st century—notably globalisation 4.0 and the fourth industrial revolution.Design/methodology/approachA systematic review was used to search academic literature. Articles discussing PRE in nine leading English-language public relations and business ethics journals between 2000 and 2019 were reviewed. A code-frame facilitated data extraction and subsequent quantitative analysis; qualitative analysis identified key themes.FindingsThe review identified 288 articles, with discussions involving PRE increasing over time. Most works approached the topic generally, rather than from a specific sub-disciplinary perspective, and drew from professional settings. Works were dominated by authors from North American institutions and North American samples. Research became increasingly empirical and intra-disciplinary and discussion about ethics was broadly categorised as part of public relations practice or from the perspective of the “academy”. Overall, the field can be described as of notable size, maturing, yet unbalanced in some regards.Originality/valueThe review helps to identify whether PRE research reflects major changes in the 21st century and augments the sparse recent reviews of PRE research.

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Tipping the balance: A decision-making model for localization in global public relations agencies

Cited by 9 publications

References 17 publications

Globalization of the public relations agency industry: a country-level analysis of global public relations agencies and environmental factors

Globalization of the public relations agency industry: a country-level analysis of global public relations agencies and environmental factors

Strategic communication practices by consultants in Colombia

Public relations ethics in the 21st century: a state-of-the-field review

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