Globally centralised public relations fails in today’s media landscape because it focuses on ‘control’ rather than taking local relevance into account. The headquarters of many companies operating internationally favour a centralised model, believing it is essential to maintain absolute brand consistency and reduce costs. This ‘one-size-fits-all’ approach stands in stark contrast to the way the modern public – and, above all, the local media – operate. The result is that, in local markets, their brand is virtually absent from trade media; consequently, whilst they may spend little on those markets, they achieve nothing.

Journalists do not respond to generic proposals sent en masse from a global corporate email address. They rely largely on trusted networks and pitches written in their native language and in the formats most useful to them from an editorial perspective. Generic, centralised media relations are unable to establish deep, direct relationships with journalists across dozens of distinct local markets.

Another significant aspect concerns the growing importance of AI. PR today requires Answer Engine Optimisation (AEO), which involves ensuring that a brand is mentioned by AI-powered search engines when users ask specific questions. As AI-powered search engines analyse the most specific and authoritative local sources to answer localised queries, generic global press releases fail to secure mentions from AI.