prsi int pr conf 2011 - day 2 - future leaders need more than digital pr by michael netzley
TRANSCRIPT
Future Leaders Need More Than
Digital PR
Michael Netzley, PhD
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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