Thought Leadership

International - Market Snapshot: ASIA PACIFIC

Secrets to a Successful Campaign

Asia Pacific is unlike any other region in that it is a collection of countries with a similar geographic location. Although Asian cultures have never viewed themselves as part of a region, this attitude is changing and affecting PR in these areas. APAC is a very diverse market, containing cultures that cover the entire spectrum of social interaction. As a result, the effectiveness of specific PR tactics may vary across each region. Campaigns may be successful in one area, but an entirely different approach may have to be taken in another. One example of this is the cultural spectrum; while Australia and New Zealand have a very individualistic culture, the rest of APAC has a very group-centric culture. Australia and New Zealand have a more combative interview style and tend to write their opinion, while most of the other regions have a cooperative interview style and are more likely to write about the facts.

Key characteristics to consider

Japan:
  • Large number of publications, limited English
  • Personal relationships with media are difficult
  • Press clubs, media events, social environments work well

Mainland China:
  • Large number of publications, limited English
  • Strong government control of media
  • Media events are very popular
Hong Kong:
  • English widely used, very diverse media market
  • Relationship-based PR tactics encouraged
  • Targeted story angles and opinion articles work well
Taiwan:
  • Media events central part of every campaign
  • English not commonly spoken by journalists
  • Respond well to international story angles
Korea:
  • Small, focused media landscape
  • Homogenous nation—news stories must be localized
  • Appreciate information—opinion articles are valued
Singapore:
  • Small media market, English is common
  • Value strong personal relationships
  • Media events not widely appreciated
Malaysia:
  • Journalists are approachable, prefer one-on-one contact
  • Compact media landscape (25 titles)
  • Subtle government control
India:
  • Strong regional breakdown in media
  • Creativity is important, publicity stunts popular
  • Social environment—relationships highly valued
Australia & New Zealand:
  • Small media landscape
  • Journalists tend to be more opinionated
  • Local angle should always be taken

For more information about Text 100's services across Asia Pacific contact Rowan Benecke at +852 2821 8693.