Focus on Asian Public Relations Management

This chapter focuses on how public relations is shaped and applied in the countries that comprises the region under investigation. Because public relations was born and developed in the west of the globe, are the theories and principles applicable in a non-western cultures and environment?

Applying theories to non-Western cultures
There are two important theories which provide the ground where the fast-growing public relations sector in Asia is being built. They are Excellence Theory and relationship theory.

I wonder whether the role of public relations is practising properly in Asia countries. In Vietnam, public relations emerged only for only few years ago. The role and functions of public relations are misunderstood and undervalued. Some people even don't know what public relations is. People usually think public relations is marketing!!!

I think Asia has the most variety of cultures, economic and political status whereas these have a certain impact on dynamics of public relations development.

Language is one of the barriers in the practice of the profession. For example, India has more than 20 languages. Although English may be the language of business, it is really hard for public relations practitioners to reach average educational people in a grassroots campaign in a country like India.

Moreover, economic and political activity are more controlled in Asia. This is also a limitation for public relations people in their practice.

Public relations and a public sphere
As economy and politics are mostly controlled by the governments, the concept of public sphere or public opinion is something dissimilar in Asia countries whereas the image of public sphere has been historically important to the function of journalism and news media.

For public relations in Asia, relationship building and framing are the main theoretical components. Framing requires a public relations practitioner to think about an issue or event in a particular way. Practitioners need to understand the ideological positions of stakeholders so the frame they build around the issue or event matches the agenda embedded within the stakeholder ideology.

Professionalisation of public relations in Asia
In Japan, public relations is practised in a cultural and economic context that differs little from Western countries. This is because Japan is the second largest economy in the world.

In Indonesia, public relations is directed neither by a code of ethics nor by certification

In Singapore the primary purpose of public relations is government propaganda

In Malaysia, it is employed at a variety of levels but fluctuates depending on the political circumstances of the day.

Country by country practice

• China

After years of incidents, Chinese public relations marked its growth and development by the win of hosting 2008 Olympic Games in Beijing. A public relations institutions was also established in China, namely China International Public Relations Association.

• Hong Kong

In Hong Kong, business activity accounts for most public relations practice. Public relations pedagogy in Hong Kong crosses public and private institutions, such as universities and colleges. The freedom of the news media is also a factor contributing to the accessibility for Waster public relations practice in Hong Kong.

• Indonesia&Malaysia

Public relations is practised narrowly in Indonesia mainly because of the dominance of religion which limits the practice of Western-style public relations. Public relations' purposes are mainly for nation building due to the control of the government on news media.

• Japan

Japan is an interesting place for the practice of public relations because it has the world's largest advertising agencies and circulation news media.

• Vietnam

Public relations is in its infancy in Vietnam. It is practised primarily by international organizations. Nowadays, public relations' role is more recognized by many companies and organization, including non-profit organizations. However, its role and importance is not completely understood and practised.