From a PR perspective, technology has opened the world up to companies. Prior to this, it would be a significant undertaking for a company to establish a presence or operate in another country. However, with the internet, a company in South Africa can establish a presence in the UK or US through a public relations (PR) campaign. But is this effective? I firmly believe that first-hand knowledge of the market you are expanding into is invaluable, especially if you are expanding from a developed market into a developing one.
(Final) Local knowledge is a value differentiator in the PR world
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