East v. West : How good public relations principles can help align common interests
East v. West : We now face a world that is becoming increasingly polarised along geopolitical grounds and a growing generation of relentlessly questioning millennials seek a higher standard of ethics and transparency from our leaders. Our world-weary netizens, bombarded with social media messaging are more wedded to ideas than idolizing individuals.
Where does it leave the role of public relations professional?
In a thought-provoking interview with Trish Varker-Miles of Trish Nicol Public Relations, we try to unpack the dark arts of spin for Asian corporate leaders.
TAE: How has the role of the public relations professional evolved over time and why does the role remain relevant now as it was a generation ago?
TN: In the last five years, digital and social media have fundamentally changed the way PR works. Once upon a time, media outlets had the power to decide which ideas, products and services the public wanted to hear about. Now, audiences hold the power. With search and social at their fingertips, consumers know what they’re looking for and have the tools to find it.
The role of PR is still very relevant, but now you really need a to have a strong story to tell. If you need to push your product, that can work on your social media platforms, EDMs, newsletters and blogs. But, when it comes to media coverage, you need to find those storytelling moments. A new product or colourway isn’t news on its own—no one cares.
In addition, the role of the PR agency has also changed – PR can now encompass not only generating media coverage but also creative communication strategies which incorporate social media management, content creation, events and activations. Digital and social media has opened up a whole new area that PR professionals can influence and manage for their clients.
TAE: How challenging is it today to represent clients or projects of Asian companies and present a positive light to a western audience?
TN: Representing Asian companies in a positive light to a Western audience is no more difficult than managing, for example, a European or Australian business. The complexity depends on the individual business, rather than their specific nationality.
When managing reputation, it makes it so much easier to do effectively when clients are open to listen to local professional advice and are willing to be transparent and clear in their communications. I represent many Asian property developers and nearly all of those when entering the Australian market have engaged a local PR agency to assist them with managing their reputation in the media.
TAE: What challenges do you face when dealing with an Asian client whose educational background is not western and how do to temper some of the biases you may come across?
TN: The main challenge when working with the media can be language barriers when English is a second language. Most of my Asian clients however have extremely good English, but for those who don’t, it can be daunting process conducting interviews with the media. This is where a PR person can greatly assist in managing this process.
When working with the media it is important that there is someone in the company that can speak to them directly, without having to go back to Head Office overseas. Generally, by the time it takes to coordinate an interview with head office in a different Region the opportunity has passed.
Another challenge is that not all story angles a client wants to push are interesting to the media – but this is not specific to Asian clients, it can indeed be any client. Media has changed so rapidly it is difficult to keep up with what works and what doesn’t, there are certain story angles which may only work on social media or company owned blogs. Once again this is where a PR professional can provide valuable advice as to what channel is the best to push a particular story.
TAE: Is there a continuing relevance of print media outlets in today’s social-media obsessed users? If so, why so?
TN: Everything is moving into the digital space with the vast majority of print media now also having digital and social platforms.