Elena Fadeeva, Chairman of the Russian association AKOS and Director General of Fleishman-Hillard Vanguard (Moscow), spoke on September 29 on behalf of ICCO at the PRGlobal conference on International Reputation Management. ICCO was once again this year a Media Partner for the high-profile PRWeek event.
Public relations specialists from Great Britain, Germany, Sweden, the US, France, Belgium, Bahrain, Russia and other countries came together to discuss the latest trends in public relations and to share experiences in reputation management from an international perspective. Among them were Heads of Communications of some of the world’s best known companies, including AstraZeneca, American Express, Unilever, Dow Jones, American Airlines and Citibank.
Elena spoke on “Working with PR Agencies: Picking the Right Partners to Ensure Consistency of Message and Maximum Global Coverage”. She focused on whether employing a global agency with local offices is the most effective way of managing a company’s international PR and whether local offices can guarantee consistency. She then explored the pros and cons of employing boutique, large local and international network agencies in accordance with the following parameters: transparency, technology, corporate culture, costs, level of control required, flexibility and staff. Elena also highlighted specific areas to be taken into consideration by companies when working with agency partners in order to ensure successful cooperation.
For more insight into Elena’s topic, contact the AKOS Executive Director at
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