SMU faculty contribute to first Asian study on key changes impacting the future of the communications in the region

The Institute of Public Relations (IPR) recently released its research report investigating key changes that would impact the communications function in Asia. The “IPR Future of Communications in Asia Report” is its first study that focuses specifically on trends of the communications industry in Asia and impacts caused by the Covid-19 pandemic. These trends are undergoing rapid transformation against a backdrop of shifting technological landscape, globalisation and changing workforce structures. According to the report, the significant growth and changes happening now would be pivotal for the future success of Asian-headquartered organisations, in how they communicate, engage with stakeholders, and manage reputation.

Professor of Communication Management, Augustine Pang, together with Associate Professor of Communication Management, Yeo Su Lin from SMU’s Lee Kong Chian School of Business were two of six primary contributors to the overall report.

The analysis was based on interviews with 30 senior communications executives based in Asia in a variety of industries from 2019 to 2020, and three focus groups involving nearly 20 senior communication leaders conducted in late 2020.

Within the report, five major themes that would impact the future of communications were uncovered, they include:

1.   Asia as a Dynamic and Diverse Region

2.   Evolution of the Communications Function

3.   Exponential Growth of Technology

4.   Increasing Focus on Internal Communications 

5.   The Rise of the Stakeholder Society

In addition, Associate Professor Yeo Su Lin contributed a commentary on “Strategic Communication in Asia” at the end of the report. It provides insights on the future practice of public relations in the East compared to the West, and the impact of all the factors outlined in the report.

On behalf of the IPR Trustees, she also produced a two-minute video presentation on why the research is important.

The full 2021 IPR Future of Communications in Asia Report can be downloaded here.