A Decision-making Model for Localization in Global Public Relations Agencies

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Localization is the act of limiting the participation of activity in a particular area. The article focuses on the global public relations organizations that promote companies or individuals through e... ditorial coverage and how they make decisions. This study aims to provide professional advice on localizing strategies and tactics that multinational corporations undertake in decision making. Senior-level global public relations executives with an average of eleven years of work experience were interviewed to make smooth the research. On a question to determine when localizations improve effectiveness, most of the respondents said the host country's strategic importance and business value considerably impact the effectiveness of localization on MNCs. [Show More]

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