Public Relations in Asia Pacific : Communicating Effectively Across Cultures

by Devereux, Mary M.; Peirson-Smith, Anne

• ISBN13: 9780470824306
• ISBN10: 0470824301
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-08-03
• Publisher: Wiley

Summary

This book looks at the rapid expansion of professional public relations in Asia Pacific and discusses the foundational skills and experience required to navigate the cultural and geographical differences within the region in order to communicate effectively with stakeholders.The contents are both theoretical and practical, covering the core practices of public relations - public and government affairs, marketing communications, branding, media relations, corporate and financial communications, issues and crisis management, internal and change management, and corporate responsibility. The book investigates the impact of digital media across all disciplines as a common unifying theme.The book is well structured and easy to navigate - and is the first to offer case studies and professional insights based on the Asia Pacific experience. It covers concepts, and then moves to examine the process and practice of public relations.Written by two highly-qualified authors, who each have over 20 years experience in the industry, this book will appeal to current Asia Pacific practitioners and students, as well as those working in the region for the first time.

Author Biography

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.

Table of Contents

Preface	p. ix
Public Relations in Asia Pacific	p. 1
You Can't Just "Spin" an Issue or Do a "PR Exercise"	p. 2
Labeling a Profession	p. 3
Exploding the Myths of Public Relations	p. 5
PR as a One-Stop Communication Shop	p. 9
Acknowledgment of Achievement	p. 12
Longevity and Sustainability of PR	p. 13
Model PR	p. 13
Locating Public Relations in the Asia Pacific Context	p. 15
Asia Pacific Model	p. 17
Public Relations Strategy	p. 21
A Management Function	p. 21
A Worked Example	p. 22
Connecting with the Media	p. 37
The Media and Democracy	p. 37
So What is Media Relations?	p. 40
A Recipe for News	p. 42
Media Releases	p. 42
Photographs	p. 46
Media Conferences and Briefings	p. 48
Media Interviews	p. 50
Media Kits	p. 52
Feature Articles	p. 54
Op-Eds	p. 55
Letters to the Editor and Responses to Online Content	p. 56
VNRs, ANRs, and B-Roll	p. 57
Giving Good E-mail	p. 57
The Best Time to Contact a Reporter	p. 59
Public Relations and Branding: PR as a Complete Brand-Building Toolbox	p. 61
Public Relations and Marketing Battle It Out	p. 62
All About the Brand	p. 64
A Holistic Public Relations Approach	p. 67
Branding the Bottom Line	p. 72
Building and Defending Corporate Reputation	p. 73
Developing a Corporate Reputation Program	p. 74
CEOs in the Spotlight	p. 77
Marketing to Asia Pacific Consumers and Businesses	p. 83
Estranged Bedfellows	p. 83
Mind Your Ps	p. 85
Diffusion of Information	p. 88
Brand Relationships	p. 89
Value of the Brand in Asia	p. 91
Business-to-Business Marketing	p. 94
The Role of Public Affairs in Asia Pacific	p. 97
Public Affairs Explained	p. 97
Direct and Indirect Lobbying	p. 98
Elements of a Public Affairs Campaign	p. 100
Role of Government Relations	p. 102
Why We Need Public Affairs	p. 104
Managing Issues and Communicating in a Crisis	p. 107
What Is Issues Management?	p. 107
Facing a Crisis-The 30:70 Equation	p. 110
Crisis Landmarks	p. 111
The 5Cs	p. 112
How Asia Used to Think	p. 116
Sacrificing the Short Term for the Long-Term Benefit	p. 117
The Three Phases of a Crisis	p. 118
Talking to Ourselves	p. 121
Internal and Change Communications	p. 121
What Difference Will Communication Make?	p. 125
The Critical Management of Organizational Change	p. 126
Corporation Taking Responsibility	p. 131
What is Corporate (Social) Responsibility?	p. 132
What is at Stake?	p. 134
The Trust Bank	p. 137
Three Areas of CSR	p. 137
Partnership with Public Relations	p. 139
"Triple Bottom Line" Reporting	p. 142
The Four Principles of PR and CSR	p. 142
The Big Three-Investor Relations, Healthcare Communications, and Technology Communications	p. 147
Investor Relations: Show Me the Money	p. 147
Treating the Communications Patient	p. 158
Turning Technospeak into Everyday Talk	p. 171
The Digital Generation	p. 179
Everyone's a Hack	p. 181
Social Media	p. 182
Meet Joe Blog	p. 184
Digital Media Tools	p. 187
Social Media Minefields	p. 192
Social Networks	p. 194
Virtual Lifestyles	p. 195
Resistance is Useless	p. 197
You'll Never Walk Alone	p. 199
Toward Integration	p. 200
PR Comes into Its Own	p. 202
Revisiting PR as a One-Stop Shop	p. 203
Measuring Achievement	p. 205
The "IOIO" Model of Measurement	p. 206
Advertising Value Equivalency (AVE)	p. 207
Media Analysis	p. 208
Research	p. 210
An Integrated Approach	p. 210
Future Trends for Public Relations in Asia Pacific	p. 213
Directions for Asia Pacific PR: Past, Present, and Future	p. 214
Subject Index	p. 221
Organization Index	p. 229
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