Singapore, August 30, 2023 –The Public Relations and Communications Association of the Asia Pacific (PRCA APAC) and CARMA, the global leader in media intelligence, co-hosted a PR leaders’ roundtable in August.
The roundtable united senior leaders in PR and communications. Delegates engaged in discussions on the priorities in their roles and exchanged opinions on pivotal topics shaping our industry.
Guests in attendance brought to the forefront the challenges typically faced by industry leaders in Asia, including the fragmented media ecosystem, data coordination between agencies and local teams, and the alignment of PR priorities across regional and global contexts.
One resounding theme that emerged from the discussion was the power of search data as a tangible indicator of impact, awareness, and intent. Search data has garnered recognition as a tool in understanding the resonance of communication efforts, such as corresponding with spikes in website traffic.
Ramya Chandrasekaran, Chief Communications Officer, QI Group added, “I loved the engaging conversations at the PR Leaders’ breakfast. In my role, I often have to make strategic decisions about communications campaigns for our diverse businesses. I was happy to share my experience with the group in using search data to inform and enhance PR strategies.
The beauty of search data lies in its versatility – from guiding audience research, content creation, and crisis management, to enabling competitor analysis, trend identification, and beyond. Its dynamic nature mirrors evolving consumer behaviour and interests, offering real-time insights into public preferences. This empowers PR professionals to craft communication strategies that truly resonate. It’s encouraging to witness a growing awareness within the industry about the pivotal role that search data plays in shaping modern communication approaches.”
Delegates emphasised the shift to embracing comprehensive integrated datasets. This progressive approach enables the creation of compound metrics, dissecting and measuring the constituent elements of communications KPIs for more insightful analysis.
Other discussions touched upon the ever-evolving media landscape, the infusion of emerging technologies in PR practices, and the art of effective reputation management in the digital era.
Melissa Cheah, Head of Corporate Affairs at Sandoz, added, “I appreciate intimate sessions such as the CARMA PRCA breakfast roundtable as they provide an opportunity for Corporate Affairs leaders to openly share our challenges, learn from like-minded leaders and keep up to speed with industry evolutions.
With the pressures of our day jobs, we tend to forget that Corporate Affairs is more art than science and how helpful it can be when we tap into the collective knowledge of our peers.”
Leaders increasingly understand the need for a unified measurement framework that is centrally aligned. This is one of the gaps CARMA has been able to address, by being the central point of coordination for clients internationally and on a local level.
The roundtable was helmed by CARMA Asia’s Managing Director, Andrew Nicholls, and Head of Client Services, Sabrina Azmi.
Nicholls commented, “Our collaboration with PRCA Asia-Pacific reflects our long-held dedication to contributing to best practice in the industry. Together we aim to leverage the expertise and resources of both organisations to support PR practitioners across the Asia-Pacific region.”
Held at the Fullerton Bay Hotel, overlooking the beautiful Singapore bay and skyline, the roundtable took place over breakfast on Thursday, 17th August and welcomed leaders representing Amazon, Sandoz, JLL, Qi Group and DP World.
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About CARMA
CARMA is a global media intelligence and market research solutions provider.
CARMA blends industry-leading technologies and PR measurement programs, supported by our global team of experienced consultants, and powered by real-time comprehensive monitoring services across print, broadcast, online and social media.
We deliver actionable insights and unrivalled media analysis, empowering our clients to make informed decisions and achieve their PR goals with precision.
With over 600 employees across five continents and 19 countries, combined with our technology, expertise and client service, CARMA delivers what matters.
Discover CARMA’s suite of solutions, our team of experts, and the work we do.
About PRCA
The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
Representing 35,000 PR professionals in 82 countries worldwide, we are a global advocate for excellence in public relations. Our teams across Europe, the Middle-East and Asia-Pacific work with professionals around the world to co-ordinate our operations across six continents.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion – and enforce – professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.
We also manage the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).
