Public Relations in Asia Pacific: Communicating Effectively Across Cultures
—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
—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)
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.
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 Conferences and Briefings.
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.
Mind Your Ps.
Diffusion of Information.
Value of the Brand in Asia.
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.
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.
Meet Joe Blog.
Digital Media Tools.
Social Media Minefields.
Resistance is Useless.
CHAPTER 13 You’ll Never Walk Alone.
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).
An Integrated Approach.
CHAPTER 15 Future Trends for Public Relations in Asia
Directions for Asia Pacific PR: Past, Present, and Future.
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.