future leaders need more than digital pr: prsi 2011

Future Leaders Need More Than

Digital PR

Michael Netzley, PhD

Michael Netzley, PhD

communicateasia@gmail.com

Twitter & Queenstown

Who Wouldn’t?

Talent

Roles and Talent in Communication

Senior Roles

Managerial Roles

Technical Roles

Roles and Talent in CommunicationSalary increase rates (communication agencies)

*source: Hudson Asia Salary Information

Senior

Managerial

Technical

Hong Kong Japan Singapore/SEA

+78%

+60%

+33%

+50%

+50%

+56%

Roles and Talent in CommunicationSalary increase (communication departments)

Senior

Managerial

Technical

Hong Kong Japan Singapore/SEA

+64%

+70%

+17%

+42%

+19%

+64%

*source: Hudson Asia Salary Information

Bonsai Effect: Talent not able to grow

Technical

Managerial

Senior

Majority of managing directors of large local agencies are foreign talent

Education Gap

Education Gap

Poaching necessary from:Journalism

Abroad

Graduate Diploma in PR

Master of Sciencein Communication Management

Marketing

Majority of the heads of corporate communication in the largest companies are not from communication

Market Characteristics

Overall, the internet continues to remain the standout medium for growth in Asia, with its share of the total ad spend looking to rise from 16.9 per cent in 2011 to 22.8 per cent in 2014. Television however, which takes the lion's share of the advertising pie at 40.7 per cent in 2011, is expected to decline slightly to 39.7 per cent by 2014.

- Campaign India, Dec 8, 2011

4 out of 5 $ Not Going to Digital

In Asia, Media Outlets Not Suffered from Same Excesses in West

Current Events

Olympus Scandal in Japan

Shuichi Takayama, president of Olympus Corp., bows in apology

Michael Woodford, ex-CEO of Olympus Corp., wants Olympus to come clean on scandal

Bell Pottinger Scandal

Executives from Bell Pottinger caught on camera boasting about their access to the Government

They also use"dark arts" to bury bad coverage and influence public opinion

Australian Floods

Queensland Police tweeting on the beat

YouTube Channel for more info

Sinar Mas Activism

Rothschild Indonesia Partnership

Rise of Asia

Nowadays, with the face-to-face agency-client relationship based at the Asian headquarters, PR people in the East are gaining more opportunities than ever to devise and manage global PR campaigns. This is proving quite an adjustment for some in Western agency networks unaccustomed to following leadership direction from Beijing, Delhi, Seoul and indeed Tokyo. It’s also daunting for some people in senior positions who may have never run an international campaign from Asia before and who I've noticed may therefore suffer from a lack of confidence in leading their global charge from the East.

We Still Need….

Media Relations

Employee Communications

Crisis Communication

Investor Relations

One More Reason

No Single “Capacity” Can Do It

Plato’s Phaedrus

The problem, he explains, is that one overcome with this desire will want to turn his boy into whatever is most pleasing to himself, rather than what is best for the boy.

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