How can I most effectively do PR on a Pan-European scale? BEA Systems
goes for a best-of-breed network model. We've talked to Sarah Atkinson,
Director Public Relations EMEA at BEA Systems, about her approach to
manage PR across Europe.
The 6th Komm-Pod covers the following topics:
- What are the benefits of a best-of-breed approach?
- How can I manage such a best-of-breed agency network?
- Which skills are required from an agency?
- Which challenges do I face in European media relations?
- How important are national media compared to international media?
Interview with Sarah Atkinson of BEA Systems. 
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