The Local or Global Advantage: Does Proximity Matter When Choosing a PR Firm?

In today’s hyper-connected world, where video calls and real-time collaboration tools eliminate borders, one question still comes up for brands exploring a new PR partner: does proximity matter? Should we hire an agency right in our backyard, or does a wider, multi-market approach offer more advantages? 

We operate across North America and internationally, giving us a front-row view into how proximity, expertise and results intersect. The answer? Proximity has its perks—but it’s far from the deciding factor. 

The Case for Local PR Firms 

There’s comfort in working with a firm down the street. Local agencies: 

• Understand regional media outlets and community influencers 

• Know the cultural nuances of the market 

• Can be physically present for activations, events or crisis support 

For brands with a purely local footprint, those relationships and boots-on-the-ground advantages can be game-changers. 

The Case for Global Reach 

On the flip side, medium and large brands rarely operate in a vacuum. Growth demands scalability, consistency and the ability to launch in new markets seamlessly. A PR firm with a multi-market presence brings: 

• Expanded reach across diverse geographies. 

• Consistency in messaging across regions. 

• Cross-market insights, spotting trends and opportunities beyond one zip code. 

• Resource depth, with specialized teams and industry expertise across multiple locations. 

This is where a global footprint shines – the ability to tailor campaigns locally while ensuring cohesion on a national or global stage. 

What Really Matters 

While the “local vs global” debate is interesting, the truth is this: your PR firm’s proximity is less important than its ability to deliver expertise, ROI and nimbleness. 

When evaluating partners, ask: 

• Do they understand my industry and audiences? 

• Can they measure and demonstrate ROI, not just activity? 

• Are they nimble enough to pivot when market conditions or news cycles shift? 

• Do they have the relationships and creativity to get my story told across the right channels? 

Bottom Line 

Whether your PR agency is next door or across the country, the real differentiators aren’t mileage; they’re expertise, ROI and agility. 

At Crowe PR, our multi-market presence allows us to combine local insights with global reach, delivering strategic campaigns that are both deeply authentic and widely scalable. That’s the advantage that matters most.