I've never believed a public relations consultancy like Strategic Communications Group (Strategic) needs to establish global capabilities - either organically or through participation in an agency network, such as IPREX, Eurocom Worldwide or the Public Relations Global Network (PRGN).
For starters, it is not consistent with our focus on representing a certain type of client at a specific time in its corporate maturation. This does limit the size of our addressable market and can potentially impact our overall growth potential.
However, we have made "great work for great clients" and an unwavering commitment to work/life balance for our employees our primary business goals. To achieve these benchmarks we are willing to sacrifice growth.
I also do not believe either agency model for the provision of global PR services actually delivers on the promise of consistent messaging and exceptional tactical results. The large firms with offices in major cities across the globe typically manage each as its own distinct profit/loss center. An office's managing director is financially motivated to horde as much of the work as possible, regardless of what is in the client's best interests.
The global value proposition for the networks of independent PR agencies also breaks down. On its Web site PRGN claims it provides access to the "resources, knowledge and diverse capabilities of all members around the world." Yet, dig deeper and PRGN also plays up the fact that clients can "choose to work with one agency or several...to instruct agencies individually or through a single lead agency."
OK...I understand the flexibility. But, this also devalues the importance PRGN places on global representation which is the very reason the network exists.
The most effective approach for the execution of a global campaign is for the client to define priorities, interview and select regional agencies, and then manage the implementation of the program to ensure collaboration. That takes a lot of time and work though, as well as creating an administrative requirement with purchase orders, invoices, etc. This is why a global resource is compelling.
So, let's drop the nonsense about global agencies or networks working in lock-step to provide a consistent voice for a client regardless of the time zone. The value proposition is one of administrative convenience and time savings. It's not about great work on a global scale.