The Changing Landscape of Comms/PR.

​When I first arrived in Singapore in 2010, Asia’s Communications industry was already changing. The word “integrated” kept being whispered about, and funky dedicated digital houses were popping up and taking market share – I was desperate to get the word “Interactive” onto my CV!

Fast forward to now and the change is even more rapid with the growth of social media, podcasts, streaming services and mobile apps and the decline of traditional newspapers, TV and radio.

Artificial intelligence is transforming how content is created, distributed and consumed, and companies are using AI to personalise content, analyse audiences, automate routine tasks and improve customer engagement.

However, what does that mean for young people who are keen to enter the PR/Comms industry? When I started my career in Public Relations in London, it was all about walking garments from one fashion house to another in the rain, standing at the Ideal Home Exhibition pouring a particular brand of cream onto strawberries and writing press releases.

By the time I got to Hong Kong, I was a bright-eyed Account Manager who had progressed to actually writing press releases – I really thought I had made it!

Yet what does a junior account servicing person even do in this new age? How are they seen to be adding value, and how do they even learn what value is when their role can be replaced by AI?

The future of communications in Asia will be shaped by technology, changing consumer behaviour and the need for trustworthy information, and that will always come down to what the client needs. The question remains: who or what will be the source of that information?

To learn more about the PR and communications industry, reach out to me directly.