Key Differences Between PR Industries in Asia and Europe

Europe and Asia have distinct PR landscapes, largely due to differences in culture, economy, and demographics. While Europe is more homogenous in terms of culture and demographics, Asia is incredibly diverse. Understanding these differences is crucial for PR professionals to effectively navigate both markets.

English is the most commonly used international language in Asian media companies. However, to advance further in your career, leveraging the local language can be a significant advantage, especially if you choose it as your long-term workplace. English remains widely used and is the most common written language in most areas of Asia, including China. However, being able to speak the local language will certainly boost your career and facilitate easier integration with local colleagues and society. Consider enrolling in language courses when working in a new country.

Throughout Asia-Pacific, English or French may serve as a second language. In China, Thailand, Indonesia, Japan, Vietnam, Cambodia, and South Korea, using the local language in communication is necessary to gain any traction with local media as over 90% of media is published in the local language. In other countries in the region, distributing content in English is accepted. In European countries, English is widely used.

Unlike in Europe and the United States, many markets in Asia skip certain steps, directly embracing industrialization, modernization, and advanced scientific achievements. Consequently, digital adaptation occurs much faster and relies more heavily on mobile technology. Internet speeds are faster and more widely available across Asia, leading to a more prevalent digital consumption, even among older generations living in any country, whether developed or developing.

Primarily, media consumption still occurs on global social media platforms, but individuals in the region utilize social media platforms like WeChat or LINE, offering various services through one app including communication and payments, occupying a significant share. The cultural impact of the European market still heavily influences the number of subscriptions to social media apps like Netflix and Disney, a trend expected to rise in the future. However, there are also significant influencers in other markets, especially in South Korea, where KPop influencers have made waves in both Asia and the world today.

Social media and digital media are highly prevalent in Asian markets such as China and India, where acceptance rates are driven by the increasing popularity of wireless connectivity. The power of social media plays a crucial role. In China, over 70% of this demographic information comes from social media and KOLs/Influencers have proven to be a powerful force in driving messaging and sales, where live streaming sessions can generate millions of RMB in revenue for lifestyle products.

In terms of government regulations, traditional media in Asian countries are subject to varying degrees of supervision, and in recent years, the role and responsibility of social media as a communication platform have been under scrutiny by many governments. Therefore, understanding what to do and what not to do for each market is essential for any company and communication expert to navigate different market conditions. Meanwhile, the European market is more liberal, as the majority of media companies are privately owned.

The essence of every nation in Asia, where there's a unique interaction of infrastructure, media, and culture, makes corporate communication and public relations (PR) activities distinctly different from how they're done in Western countries. This difference can fundamentally be attributed to human values driven by political and cultural philosophies. These factors, in turn, shape and influence economies, positive activities, media systems, and social structures across countries.

History tells us that media thrives and flourishes in open democratic societies where public opinion is highly valued. However, the Western concept, particularly in Europe, of the marketplace of ideas is unfamiliar to many countries in Asia. Public opinion is restricted in many Asian countries, which tend to establish control over personal viewpoints by enforcing media censorship laws. There is little regard for equality in personal opinions, especially from ordinary people who are considered to have less knowledge or education about management issues.

Asia is a region of diversity with multiple ethnicities not only among countries but also within each nation. There are significant differences between countries in terms of infrastructure, economic development, and governmental structure (politics), all of which shape the media landscape in each country. Therefore, companies must be careful to avoid applying a 'one-size-fits-all' approach to media communication, which would not be effective. Each country, each community has its own characteristics and nuances that communication professionals need to consider when communicating. Conversely, in Europe, due to its democratic nature, individuals are more empowered, resulting in less sensitivity in media towards issues.

In a multicultural and diverse society like Asia, most governments implement communication policies that do not stir up racial or religious discord. For example, sensitivity regarding China and Taiwan. Many organizations refer to China as a 'country' and Taiwan as the island of Taiwan to avoid complexities. Appropriateness is the golden rule for any media activity in Asia; any press release that is locally appropriate will always enhance the chances of media coverage. In summary, an effective campaign is one that avoids sensitive issues such as culture, religion, or politics.

In Asia, such as India and Japan, print media is thriving. For instance, even during COVID lockdowns, India's Dainik Bhaskar newspaper boasts a daily circulation of 4.3 million copies, and print dominates the media landscape in Japan with print and digital editions priced equivalent to an estimated one household subscription – significantly higher than most of the world. Television – broadcast and streaming, is prevalent in Asia. In developed markets like Hong Kong, nearly 90% of the population watches free-to-air TV, averaging over 22 hours a week, and in Vietnam, 85% of the population watches TV daily. Meanwhile, the European market is considerably more restricted.

Similar trends are also observed in radio and online streaming, which have seen increased listenership due to remote working setups. Even with the rise of renowned Asian social media powerhouses such as Tencent (China), Baidu (China), Naver (South Korea), Line (Japan), and counterparts, traditional media remains an important channel in Asia. Commercial media outlets are rapidly adapting to the digital world with real-time news and new business models to thrive.

No matter where you live on this vast and magnificent Earth, you are likely to eventually interact with a culture different from your own. In fact, we are all members of various cultural groups, and our cultural identities develop based on the influences of these group identities. When we come into contact with different sets of beliefs and values, we may adopt different cultural beliefs. It's not about changing others to become more like you; instead, it's about exploring and honoring the differences of others. However, in terms of accepting cultural differences, Europe is stronger than Asia.

The difference between Europe and Asia is that Europe is the most developed continent in the world and has a smaller population than Asia. People in Europe are more independent; instead of being inspired by others, they choose to promote themselves. On the other hand, Asia is not as developed as Europe and has a larger population. People in Asia care more about the collective aspect of the group; they share their successes and failures and make others feel they are part of the society.

In Asia, although the working hours of countries are clearly defined, in reality, you may find yourself sitting in the office until midnight or even overnight to prepare for a major event or urgent tasks. While this may not happen frequently, if you work in this industry in Asia in general and Vietnam in particular, you should always be mentally prepared for overtime and irregular working hours.

In Europe, it's different. They often avoid staying late at the office because they believe it makes work less effective. Therefore, they usually work full time and leave the office for family, personal, and life balance activities. France is famous for its relatively low working hours, especially since 2000 when the government introduced the standard 35-hour workweek, with any additional hours considered overtime. While lower-level employees are encouraged to adhere to the set hours (while maintaining productivity), managers are often encouraged to work overtime.