Singapore, 22nd July, 2024 – The Public Relations and Communications Association (PRCA) APAC, the trade industry for public relations, communications and public affairs, has today launched an Asia Go-To-Market Primer 2024. Aimed at providing insights into the complexities and nuances required to establish successful comms programmes in-region, the first edition primer covers an initial 13 markets including: China, Hong Kong, Taiwan, Japan, South Korea, Southeast Asia (encompassing Indonesia, Malaysia, Singapore, Thailand, The Philippines and Vietnam), India and Sri Lanka.

Caroline Hsu, Co-Chair of PRCA APAC and Chief Global Officer at The Hoffman Agency led the initiative as part of the region’s Industry Education Group. She shared: “Asia is the world’s largest and most populous continent, home to an abundance of languages, ethnic groups, religions and more. If there’s one word you’d use to describe this region, it’s diverse. Yet when it comes to the comms landscape, Asia is often perceived as a monolith. This is to the detriment of creativity, innovation and impact.”

“Nowadays, the more that Asia grows, the more fragmented and individualistic its markets become. The more they demand to be recognized – for their size and population, for their digital maturity and technological prowess, for their rapidly-growing economies, for their unique cultures, customs and beliefs. The Asia Go-To-Market Primer looks to offer a glimpse into these markets in the hope this will pave the way to more meaningful and profound campaigning throughout Asia.”

The primer profiles each market in terms of its socioeconomic landscape, media landscape and cultural characteristics. It also offers transparency around recommended market budgets for conducting strategic comms activities to international standards. For further information, or to download the primer, please visit: https://apac.prca.global/prca-asia-go-to-market-primer-2024/.

Keen to see an additional market included in future editions? Please get in touch with apaccomms@prca.global.

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For further enquiries, please contact tara.munis@prca.global.

About PRCA APAC:

The PRCA was founded in 1969 and launched the PRCA Asia Pacific in 2021 which replaced the PRCA Southeast Asia, launched in 2018. The association aims to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practices, and creating networking opportunities.

Notes to Editors:

PRCA APAC Industry Education Group members and primary contributors to the Asia Go-To-Market Primer 2024:

  • Caroline Hsu, Co-Chair, PRCA APAC and Chief Global Officer, The Hoffman Agency
  • Isabelle Demaude, Director, International Communications, The Hoffman Agency
  • Ong Hock Chuan, Managing Partner, Maverick Indonesia
  • Thanzyl Thajudeen, Founder and Senior Consultant, Mark and Comm
  • Ferdinand Bondoy, Chief Executive Director, Partner and Co-Founder, ComCo, Southeast Asia