Bridging the cultural divide: a Western PR consultant working in an Eastern country balances often contradictory traditions.

In this issue we hear from Bronwen Evans, a senior consultant with the Baldwin Boyle Group's Bangkok, Thailand, office.

What historical figure do you most identify with and why?

Richard Wilhelm, who introduced Chinese philosophy to the West with his German translation of the I Ching, or Book of Changes. He had a deep understanding of both Western and Eastern ways of thinking, and I identify with this because I am a Western PR consultant in Thailand working for Thai companies. Straddling two very different cultures is certainly not easy; and Wilhelm is an example of a sensitive genius who became overwhelmed by this conflict.

Which word or phrase do you think is overused right now?

Execution. Just as planning went out of fashion and was replaced by strategy, now people seem to be saying there is no point in having a great strategy if it fails in the execution. I agree with this sentiment, but sometimes it can be an excuse for a strategy that's not really appropriate for the client.

How would you explain your profession to a child?

I say my job is to find the customers and make them excited. Whether it's for a large corporate client or a small business, I am always thinking about what the right message is and how to get it to the customer.

What did you have to learn the hard way?

To be tactful. I'm a former journalist, and in that profession, being colorful and blunt is an asset rather than a liability. It was a hard transition when I started in PR nearly seven years ago, and I offended some people. Although I have learned my lesson, I am afraid that I still sometimes fail when it comes to "execution."

What do you sing or hum when you're alone?

"Somewhere over the Rainbow."

What talent would you most like to have?

I'm intrigued by discussions of talent. Is it an innate ability or a driving motivation? I agree with the argument put forward in the book Now, Discover Your Strengths: How to Develop Your Talents and Those of the People You Manage, by Marcus Buckingham and Donald O. Clifton, which is that talent is what drives and motivates you. I have to confess that the talent I have always longed for is to be a writer and storyteller. When I am in the middle of writing something or telling a story, something takes over and it's very hard to stop until I am finished.

If you could choose another profession, what would it be?

A naturalist. My most illustrious ancestor was Mordecai Cooke, an eminent naturalist, mycologist and teacher who was the author of several scientific studies on mushrooms. It must be something in the genes, because before I had ever heard of Mordecai Cooke my favorite books were about being a wild animal and living in the wilderness. I was never as happy as sitting in or under a tree.

What movie character would you like to portray and why?

Lady Macbeth. Given that we have to try to behave ourselves in our real lives--especially in a Buddhist country where people fervently believe in karma--it would be fun to explore the dark side.

Is there a book that changed your perspective on life?

Every book I read affects me in some way, but one that made an especially big impact was Slavery and Freedom, by the Russian philosopher Nikolai Berdyaev. It made me realize that what we think of as our freedoms are actually enslaving us. It foreshadowed my encounter with Buddhism here in Thailand. Buddhism is about recognizing your own illusions and being willing to let them go--very similar to the philosophy of Berdyaev.

What's the best reward for a job well done?

A moment to savor it and a companion to share it with. Too often success seems to come when we have already rushed on to the next thing and there's no time to enjoy it.

What is your personal motto?

Keep trying!

what's your personality?

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