Melissa Waggener Zorkin: Take a 'Multi-Local' Approach
The Council of PR Firms spoke with three CEOs – Burson-Marsteller’s Mark Penn, Hill & Knowlton’s Paul Taaffe, and Waggener Edstrom Worldwide’s Melissa Waggener Zorkin – to gather their thoughts about the global nature of the PR industry and how to be a part of it.
Waggener Zorkin discusses the need to be a part of the community you seek to enter, emphasizing that “what works in one part of the world isn’t necessarily the right approach for every region.”
Penn
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