Chap. 7 – South & Southeast Asia

Chap. 7 – South & Southeast Asia Global Public Relations

Asia Reflects Wide Variety • Economically, politically, socially • Broadest PR characteristic is its role in development communication • Individuals participate in fewer but more complex social networks • Tendency toward high power-distance, high collectivism

Confucian Influence • Order and stability through respect and obedience; purposeful inequality • Extended family is central societal structure • Proper behavior in all circumstances • Hard work, thrift, modesty, patience

India • Rapid development • Stress on education and technology • Growing middle class • Growing economic gap between classes • Vast, independent mass media

India’s PR History • Early “fixers” sometimes used questionable methods • Mobilize public opinion to support war effort (World War II) • Support nascent democracy following independence in 1947 • Increased professionalism beginning in 1960s

Nature of Practice • More technicians than managers • PR equated with marketing and advertising • More press agentry than strategic communication • Interpersonal relationships dominate

Malaysia • Transitioning from developing to industrialized • Mix of ethnic groups: Malay, Chinese, Indian, indigenous • Several religious groups, multiple languages

PR History • Influenced by colonial rule, followed by Japanese occupation until 1945 • British rule, then independence in 1957 • Nation-building campaigns began in 1945 on British model and rukunegara • Professionalization marked by establishment of IPRM in 1965

Thailand • Highly collective, low in masculinity factors such as assertiveness • More gender-equality • Measured and restrained emotionally • Clear distinctions between urban and rural characteristics

Thai PR • Originated with government efforts in 1930s • Aim was to promote national interests and policies • Limited formal education for practitioners

Indonesia • Succession of colonial masters from 16th century • Japanese occupation during World War II • Full independence in 1949 • Tightly controlled media through late 1990s • OrdeBaru (“New Order”), 1965-98

PR in Indonesia • Quite new on the scene • Potential roles • Good governance • Promoting human rights • Public diplomacy • Economic and political development

Singapore • Colonial history linked to Malaysia • Independence in 1965 • Small territory, but considerable economic impact • Cultural diversity creates challenge of finding shared values

PR in Singapore • Roots in journalism • Moving toward management function as economy grows • Affected by government control of media • PR efforts should consider Singapore 21 Report • Still focused on mass media

Chap. 7 – South & Southeast Asia