Asia Pacific: PR directors anticipate industry growth in 2016-2017
Clear positive trends are emerging within the Asia Pacific (APAC) Corporate Communications landscape in the next two years, recent research shows, with more than 80% of senior corporate communications managers foreseeing the influence exerted by their function steadily increasing across the region over that time.
The research also found that half (52%) of senior communications professionals operating in the Asia Pacific region are anticipating growth in their communications function in 2016, according to the research.
In addition, 69% of respondents are open to new career opportunities — with 62% ‘considering opportunities’ and 7% ‘actively looking’, indicating a passive, yet positive, market.Aspirational marketers
The data, from specialist marketing and communications consultancy VMA Group, is based on a survey of delegates at the inaugural Asia-Pacific Communications Summit in Hong Kong at the end of November. The event was attended by senior practitioners from organisations including Microsoft Asia, American Express, L’Oreal, Bayer, Alibaba Group, AXA, BNY Mellon, GE, Johnson & Johnson, KPMG, Li & Fung, HSBC Holdings, Huawei Technologies, Nomura and Barclays Bank. The survey polled 180 conference delegates on an anonymous basis with a 40% response rate.
Commenting on the results, Lisa MacMillan, head of VMA Group’s Hong Kong office, said: “This research reinforces what previous market analysis has already highlighted about the local communications market – the future for Asian business is optimistic, and the future of Asian communications looks set for corresponding growth.”
Daniela Mackay-Cruise, head of VMA Group’s Singapore office, added: “According to our most recent ‘Pulse’ report – an annual survey of more than 500 corporate communications professionals across Asia – almost three-quarters of communications professionals working in Asia forecast growing importance for the wider function in the next two years with Internal Communications and Digital Comms reporting the most significant growth. Against this backdrop, it is unsurprising that more than half of senior professionals surveyed at the APACD Summit expect growth within their own teams next year.”
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