Book description
Public Relations in Asia Pacific
reflects the growing professionalism in the practice of public
relations in the world's fastest expanding economy. It is a carefully
drawn road map, both strategically and tactically, for all manner of
entities, for profit and not-for-profit on how to establish and maintain
effective relationships with their numerous stakeholders. Particularly
insightful are the many examples of public relations in action within
the Asia Pacific region. It's a “must” read for those interested in
public relations careers and those new to the profession; and it's a
first-rate refresher for the established professional.
-Harold Burson,
Founding Chairman, Burson-Marsteller Worldwide
Mary Devereux and Anne
Peirson-Smith have combined their considerable talents and experience
to produce a bible of how public relations is-and should be-practiced
in the Asia Pacific. One of its many virtues is that it debunks the
myth that PR is just one long lunch hosted by caricature Svengalis and
Spin Doctors. Rather, it sets the profession in a cultural context
that will be valuable to those starting at PR 101, professionals and
corporate executives who want to know how truth can be well told (with
all due credit to McCann Erickson).
-Kerry McGlynn,
Special Adviser, Corporate Communication Department, Cathay Pacific Airways
As greater social pluralism, stakeholder influence and internet
driven consumer sophistication and empowerment grow relentlessly
across nearly all Asian societies, Public Relations in Asia
Pacific is a timely guide to the critical role of good public
relations. Clear, helpful and with a wealth of good examples of how
best practice PR in action can make real and tangible contributions to
governments, businesses, NGOs as well as to ordinary people, this is
essential reading for anyone concerned with how to communicate well in
the world's fastest growing economic region.
-Tim Sutton,
Chairman Asia Pacific, Weber Shandwick
In an increasingly globalized world, public relations practices and
strategies become critical for organizations to communicate
effectively to their diverse audiences worldwide. This book is
therefore an extremely timely and relevant contribution to PR students
and practitioners in the Asia-Pacific region as it provides not only a
comprehensive overview of the essential concepts and skills of public
relations but also specific case studies which illustrate tactical
uses of public relations across a wide range of issues and countries.
In my opinion, this book fills a major gap in the understanding of
public relations concepts and practices and will constitute a
fundamental resource for all those who aspire to excel within the
field.
-Dr. Indrajit Banerjee, Secretary-General, Asian
Media Information and Communication Centre (AMIC)
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.
