Spreading the word: an already strong PR community has the potential to grow even more as developing nations in Asia embrace the concept.

Conducting public relations programs in the Asia/Pacific region means facing a multitude of cultural challenges that require creative solutions. These solutions may be equally applied to Europe and the Americas, but the incredible mix of nations and cultures in Asia and the Pacific creates unique issues that demand a combination of pragmatism, imagination and, in many cases, a boatload of patience.

Choosing a language

First, there is the language issue. Asia proper stretches from China and Korea in the north, to India in the west, to Indonesia in the east and to Singapore in the south. The Pacific comprises Australia, New Zealand and the Pacific Islands. In countries like Australia, New Zealand, Singapore, Hong Kong, India and Malaysia, English is a predominant language of business. In others, however, language is an issue that must be addressed first when contemplating any public relations programs.

Take the simple media release, the staple of most PR campaigns. In English-speaking countries, one version of the release often can be distributed through an English-speaking network of media and other stakeholders by fax, e-mail, posting on English-language web sites or direct distribution at a press conference.

But when dealing with non-English-speaking media, the press release becomes more of a project. First, it must be produced in both English and the language(s) of the country or countries where it is being distributed. This takes time. Increasingly, in countries such as China, where the norm is to get things done quickly, the PR practitioner has to allow at least twice as much time for a media release to be written, translated, proofread and distributed. If extra time is not built in to the schedule, then incorrect and inaccurate information could be disseminated.

In addition, there is the concern that the English-language version is written correctly. English is the second language of virtually every Asian country, so its interpretation can vary from places like Australia and New Zealand, where English is the first language. A release written by a non-English speaker should be rigorously proofread to avoid problems with credibility.

Addressing the PR/marketing mix

In terms of other mainstream public relations activities, the tendency in Asia appears to be toward PR and marketing activities such as events and promotions for things like fast-moving goods and consumer products, as opposed to corporate PR about business activity and investor relations. In general, agencies in Asia appear to excel more at the marketing and promotional types of PR than major corporations. Corporate PR activity is inevitably led by a foreigner who has a principal role in the agency. Local PR operatives in Thailand, Singapore, Hong Kong, Japan and China, on the other hand, tend to do the mainstream PR and marketing activity, leaving the corporate strategy to foreigners.

Many Asian PR consultancies appear to be headed by a foreign national rather than a local person. There does not appear to be a culture of coaching and mentoring locals to assume leading management positions. This may be a cost issue. Having one leading consultant to deal with strategy but using locals to communicate with local media, especially if language is an issue, appears to be the norm rather than the exception. This concept meets the needs of clients or corporations with a Western connection or viewpoint in Asia. However, in most Asian countries, clients prefer to deal with their own countrymen on a day-to-day basis. This boils down to not only language but also understanding cultural norms that help build that vital client/consultant relationship.

The technological and political divide

Because of costs, government inefficiencies and so on, the less-developed Asian countries stand still while their Western counterparts invest in new technology that shrinks the global village for them even further, while leaving their Asian counterparts out. This becomes an even more distinct point of difference as the technology advances. Again, there are notable exceptions, such as South Korea, Japan, Hong Kong and Singapore, where the level of IT capability among the general population, let alone PR practitioners, is as high, if not higher, than most Western countries.

And while Asian countries are well known for adapting magnificently to the use of mobile phone and computer technology, there are still cultural and even political differences that hold them back. China and Vietnam, for example, are still run along centralized Communist lines, even though they have adopted a type of free market economy. This means that business there functions within a certain economic and cultural environment that can inhibit free speech. Chinese and Vietnamese journalists are strictly controlled as to what they can write. Holding a press conference in these countries involves restrictions on how information is gathered and disseminated that journalists in many Western countries would find difficult. Asian journalists, in general, tend to be less aggressive in questioning people in high positions, whether they are politicians or businesspeople. This stems from a cultural norm of politeness, and tends to apply more to the Southeast Asian countries like Thailand and Malaysia than countries like South Korea, Japan and India.

The importance of relationships

PR is a very accepted form of marketing and communication in Asia, as it remains cheaper than mainstream advertising. More important, because of cultural values like maintaining close family ties and personal friendships, PR activity is often built around not what you know but who you know. This can be both good and bad: good because personal relationships are the very foundation of good PR, and bad because it can lead to a system of "favors" that are not necessarily conducive to good PR practice.

However, the prospects for PR in Asia are exciting. As mainstream media channels such as television, newspapers, radio, direct mail and web sites face increased competition from blogs, chat rooms and mobile phone technology, it could well be that the ability to adapt easily to new technology could give Asian PR practitioners the edge over their Western counterparts.

Be aware of variances in journalistic standards

Journalistic standards of accuracy and credibility vary throughout Asia, posing a challenge to the PR practitioner, who may have to defend his or her client's or company's reputation. In some countries hearsay is enough to print a story, no matter the consequences, while in others there is a more rigorous approach to accuracy. As a result, PR practitioners tend to develop very close relationships with journalists.

The production of events and the use of press club institutions to distribute news are popular in Asia as well. Partly this appears to be because of a love of theater, humor and all the glitz and glamour that goes with events these days. The use of press clubs as clearinghouses and venues for press conferences is common especially in Japan, and foreign-correspondent clubs in places like Hong Kong and Thailand can become the focus of intense journalistic activity.

--A.C.

about the author

Alastair Carthew is director of corporate affairs (Asia/Pacific) for Star Alliance in Bangkok, Thailand.