ABSTRACT
This chapter is designed to provide insight into international public relations (PR) from an agency perspective. To do this, we must recognize the role of international public relations agencies. Despite the fact that in today’s marketplace nearly every PR agency includes “international PR” as part of its offering, for the purposes of this chapter, this term refers to those agencies capable of handling an international assignment from conceptualization to implementation, via its network of offices and professionals at local market level. There are nearly two dozen firms today whose network spans every continent. However, some have played a more significant role than others in the evolution of international PR in the realm of agencies.
