PR Masters Series Episode #101 - Peter V. Stanton

The Rise of the Regionals: A New Chapter in Global Communications

In the latest episode of the PR Masters Podcast Series, host Art Stevens sits down with a true industry pioneer—Peter V. Stanton, CEO of Stanton Communications—for a candid and wide-ranging conversation on one of the most important shifts shaping the future of our profession: the rise of regional PR firms.

Peter Stanton, whose four-decade career spans landmark industry milestones and global campaigns, shares why the age of top-down, one-size-fits-all globalization in communications is giving way to a more agile, culturally sensitive, and locally informed model.

“Global agencies aren’t going away,” Stanton explains, “but they’re increasingly being challenged by firms that understand how to communicate regionally—with precision, nuance, and authenticity.”

A Front-Row Seat to Globalization

Stanton began his agency career in the early 1980s at what is now MSL/Publicis, just as globalization was accelerating across the communications and advertising industries. While global reach quickly became a selling point for major holding companies, he saw firsthand the inherent flaw: too many global campaigns were designed in New York, London, or Paris—and rolled out across vastly different regions with little sensitivity to cultural and linguistic nuance.

“What got lost,” he says, “was regional awareness. A tailored approach. A sensitivity to culture and messaging.”

The Regional Renaissance

That loss is exactly what’s fueling today’s resurgence of regionally focused agencies. From Africa to Latin America and Europe, Stanton and his firm—alongside independent partners—are helping clients prioritize local messaging, trusted channels, and cultural fluency.

Through newly established firms like Joe Communications (Europe) and Melius Communication (Latin America), Stanton is redefining what it means to go global: not through centralized control, but through collaborative, region-specific partnerships that understand and respect local dynamics.

“Clients need a pan-regional approach as much as they need support in a single country,” Stanton notes.

Precision, Performance, and People

Regional firms are not only more culturally attuned—they’re also more effective and efficient. Whether tailoring a German pharmaceutical company’s communications to resonate in rural America, or designing a multilingual health campaign across three African nations, these firms bring a level of personalization and performance global agencies struggle to match.

Their strengths lie in:

• Deep knowledge of local influencers and preferred media channels

• Sensitivity to linguistic and social variations within a single language group

• Nimble structures that enable customized solutions, not templated strategies

“In Latin America, WhatsApp may be more influential than Twitter. In Africa, radio still dominates. In Europe, outreach must vary country by country,” Stanton explains. “A regional firm knows this instinctively.”

What’s Next: Building Standalone Regional Brands

Looking ahead, Stanton believes that while large agencies adapt to these changes—evident in acquisitions targeting regional expertise—it’s the independents who are leading the way. By building joint ventures and stand-alone regional brands, firms like Stanton Communications are giving clients—and employees—a broader and more dynamic playing field.

“We’re not just reacting to a trend,” Stanton says. “We’re shaping it. And we’re doing it with partners who share our belief that communications must start with cultural intelligence.”

About Peter V. Stanton

Peter Stanton founded Stanton Communications in 1989 after a career at MSL, supporting everything from America’s return to space to the early evolution of online services. His firm has worked with GE, Gore-Tex, national trade associations, and even supported four Papal visits to the U.S. and major political events.

He helped found PR World Alliance, and built two international firms—Joe Communications and Melius Communication—to meet growing demand for regional specialization. Named a PR Industry Legend by The Network One, Peter is a multi-time Silver Anvil winner and a recognized voice in public relations and crisis communication.

Listen now to this insightful episode of the PR Masters Podcast to learn how regional communications firms are rewriting the playbook—and why their moment is now.