Gaps Seen in Media Intelligence Solutions for South-East Asia PR Practitioners
Public Relations professionals in South-East Asia are facing radical change as demographic shifts shake up traditional PR practices, according to a new report published today by Burton-Taylor International Consulting (part of TP ICAP’s Data & Analytics division).
The analysis is based on in-depth interviews with PR practitioners doing business in Singapore, Malaysi, and Indonesia and across the South-East Asia region. Interviewees spoke about issues in their industry and about the tools they are using to do their job.
“Journalists and PR professionals in the region are getting younger,” says report author Chris Pash, Director at Relate Media Asia Pacific and an associate at Burton-Taylor. “Younger PR players are less likely to put time into building relationships via face-to-face meetings. Also, younger journalists are more likely to connect online, staying in the office rather than attending a media event. Our research shows that these shifts create both challenges and opportunities for communications professionals”.
There are also gaps in the services used by South-East Asia PR professionals for day-to-day tasks such as media monitoring, media analysis and social media management.
“PR practitioners in the region told us they are using a variety of Media Intelligence services such as Meltwater, Isentia, Dow Jones Factiva and specialized local providers, as well as social media tools including Hootsuite, Synthesio and Digimind. However, the PR practitioners interviewed say no one service meets their needs for work across the South-East Asia region, ” said Douglas B. Taylor, Founder & Managing Director of Burton-Taylor.
The 71-page Burton-Taylor Public Relations Needs and Media Intelligence Solutions. South-East Asia Market Study 2017 is of interest both to vendors of Media Intelligence services and to Public Relations firms looking to understand the changing dynamics of this rapidly expanding market. The South-East Asia economy is growing at almost twice the rate of the rest of the world, according to World Bank figures.