Bridging the gap

European and  US  PR - what are the differences?

It was a Thursday in September and barely had Louise Marcotte got into the office when the flurry of press calls began. A US vegetarian activist group, the Physicians Committee for Responsible Medicine, had filed suit in the state of California against 7 US-based fast-food chains, claiming that grilled chicken products served at these restaurants had tested positive for a known carcinogen. Ms. Marcotte, the Paris-based director of public relations for McDonald‘s Europe, spent the day fielding calls from reporters and drafting a response to the claims with her PR team, which coordinates with PR professionals across more than 40 European countries.