Even as public relations in Asia becomes more sophisticated, the strategies underlying most campaigns are becoming obsolete. Product news is increasingly seen as the self-interested promotion it is. Marketing materials masked as opinion pieces go unread. Spokespeople without messages that are relevant to what’s happening in business and society are ignored, no matter how well trained they are.

Simultaneously, the Internet has enabled consumer and business audiences across the region (and the world) to be incredibly savvy and well informed. Few of us today will tolerate being talked-at or sold to, unless we have explicitly signaled that we are ready to buy. We avoid marketing communications that doesn’t connect directly with us. We tune-out the irrelevant.

You need to maximize your budget. And now, more than ever, you must engage with audiences with little time and short attention spans.

Read more about how Viewpoint Communications can help.