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Public Relations in Asia Pacific: Communicating Effectively Across Cultures

ISBN: 978-1-118-17936-9
250 pages
December 2011
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Description

Public Relations in Asia Pacific reflects the growing professionalism in the practice of public relations in the world’s fastest expanding economy. It is a carefully drawn road map, both strategically and tactically, for all manner of entities, for profit and not-for-profit on how to establish and maintain effective relationships with their numerous stakeholders. Particularly insightful are the many examples of public relations in action within the Asia Pacific region. It’s a “must” read for those interested in public relations careers and those new to the profession; and it’s a first-rate refresher for the established professional.
Harold Burson, Founding Chairman, Burson-Marsteller Worldwide

Mary Devereux and Anne Peirson-Smith have combined their considerable talents and experience to produce a bible of how public relations is—and should be—practiced in the Asia Pacific. One of its many virtues is that it debunks the myth that PR is just one long lunch hosted by caricature Svengalis and Spin Doctors. Rather, it sets the profession in a cultural context that will be valuable to those starting at PR 101, professionals and corporate executives who want to know how truth can be well told (with all due credit to McCann Erickson).
Kerry McGlynn, Special Adviser, Corporate Communication Department, Cathay Pacific Airways

As greater social pluralism, stakeholder influence and internet driven consumer sophistication and empowerment grow relentlessly across nearly all Asian societies, Public Relations in Asia Pacific is a timely guide to the critical role of good public relations. Clear, helpful and with a wealth of good examples of how best practice PR in action can make real and tangible contributions to governments, businesses, NGOs as well as to ordinary people, this is essential reading for anyone concerned with how to communicate well in the world’s fastest growing economic region.
Tim Sutton, Chairman Asia Pacific, Weber Shandwick

In an increasingly globalized world, public relations practices and strategies become critical for organizations to communicate effectively to their diverse audiences worldwide. This book is therefore an extremely timely and relevant contribution to PR students and practitioners in the Asia-Pacific region as it provides not only a comprehensive overview of the essential concepts and skills of public relations but also specific case studies which illustrate tactical uses of public relations across a wide range of issues and countries. In my opinion, this book fills a major gap in the understanding of public relations concepts and practices and will constitute a fundamental resource for all those who aspire to excel within the field.
Dr. Indrajit Banerjee, Secretary-General, Asian Media Information and Communication Centre (AMIC)

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Table of Contents

PREFACE.

CHAPTER 1 Public Relations in Asia Pacific.

You Can’t Just "Spin" an Issue or Do a "PR Exercise".

Labeling a Profession.

Exploding the Myths of Public Relations.

PR as a One-Stop Communication Shop.

Acknowledgment of Achievement.

Longevity and Sustainability of PR.

Model PR.

Locating Public Relations in the Asia Pacific Context.

Asia Pacific Model.

CHAPTER 2 Public Relations Strategy.

A Management Function.

A Worked Example.

CHAPTER 3 Connecting with the Media.

The Media and Democracy.

So What is Media Relations?

A Recipe for News.

Media Releases.

Photographs.

Media Conferences and Briefings.

Media Interviews.

Media Kits.

Feature Articles.

Op–Eds.

Letters to the Editor and Responses to Online Content.

VNRs, ANRs, and B-Roll.

Giving Good E-mail.

The Best Time to Contact a Reporter.

CHAPTER 4 Public Relations and Branding: PR as a Complete Brand-Building Toolbox.

Public Relations and Marketing Battle It Out.

All About the Brand.

A Holistic Public Relations Approach.

Branding the Bottom Line.

CHAPTER 5 Building and Defending Corporate Reputation.

Developing a Corporate Reputation Program.

CEOs in the Spotlight.

CHAPTER 6 Marketing to Asia Pacific Consumers and Businesses.

Estranged Bedfellows.

Mind Your Ps.

Diffusion of Information.

Brand Relationships.

Value of the Brand in Asia.

Business-to-Business Marketing.

CHAPTER 7 The Role of Public Affairs in Asia Pacific.

Public Affairs Explained.

Direct and Indirect Lobbying.

Elements of a Public Affairs Campaign.

Role of Government Relations.

Why We Need Public Affairs.

CHAPTER 8 Managing Issues and Communicating in a Crisis.

What Is Issues Management?

Facing a Crisis—The 30:70 Equation.

Crisis Landmarks.

The 5Cs.

How Asia Used to Think.

Sacrificing the Short Term for the Long-Term Benefit.

The Three Phases of a Crisis.

CHAPTER 9 Talking to Ourselves.

Internal and Change Communications.

What Difference Will Communication Make?

The Critical Management of Organizational Change.

CHAPTER 10 Corporations Taking Responsibility.

What is Corporate (Social) Responsibility?

What is at Stake?

The Trust Bank.

Three Areas of CSR.

Partnership with Public Relations.

"Triple Bottom Line" Reporting.

The Four Principles of PR and CSR.

CHAPTER 11 The Big Three—Investor Relations, Healthcare Communications, and Technology Communications.

Investor Relations: Show Me the Money.

Treating the Communications Patient.

Turning Technospeak into Everyday Talk.

CHAPTER 12 The Digital Generation.

Everyone’s a Hack.

Social Media.

Meet Joe Blog.

Digital Media Tools.

Social Media Minefields.

Social Networks.

Virtual Lifestyles.

Resistance is Useless.

CHAPTER 13 You’ll Never Walk Alone.

Toward Integration.

PR Comes into Its Own.

Revisiting PR as a One-Stop Shop.

CHAPTER 14 Measuring Achievement.

The ‘‘IOIO’’ Model of Measurement.

Advertising Value Equivalency (AVE).

Media Analysis.

Research.

An Integrated Approach.

CHAPTER 15 Future Trends for Public Relations in Asia Pacific.
Directions for Asia Pacific PR: Past, Present, and Future.

SUBJECT INDEX.

ORGANIZATION INDEX.

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Author Information

Mary Devereux is one of Asia Pacific’s most acclaimed public relations professionals. She has worked with public relations consultancies for 22 years, 18 of these in Asia Pacific, and is now International Vice President, overseeing marketing and communications, for New York Life International in Asia. During her career Mary has held senior roles with international consultancy, Burson-Marsteller, where she was most recently Managing Director Asia Pacific, and with Ogilvy Public Relations Worldwide in Hong Kong and Korea. While a consultant she worked for global household names across all fields of public relations, including corporate, marketing, financial, healthcare, and technology communications. She is also an expert in crisis communications and has provided consultancy on some of Asia’s most prominent corporate crises in recent years. Mary holds a Masters in Public Relations from the University of Stirling, UK, and is the author of the Asian PR Handbook.

Anne Peirson-Smith is a rare blend of academic and professional. She began her career in public affairs with the Saatchi group and Burson-Marsteller before moving into academia. She obtained qualifications from the University of St. Andrews, and the University of Sheffield where she completed her Ph.D. on the subject of issues communication and lobbying in 1996. Throughout the past 19 years of living in Hong Kong, she has been involved in university level teaching and applied research on public relations, advertising and persuasive communication, in addition to engaging ongoing professional consultancy work in public relations and corporate training for a range of Asian and international clients. She is currently Assistant Professor in the Department of English at City University of Hong Kong.

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