My December 2011 presentation to the PR Society of Indonesia.

1. Future Leaders
Need More Than
Digital PR
Michael Netzley,
PhD

2. Michael Netzley, PhD
communicateasia@gmail.c
om

3. Twitter &
Queenstown

5. Who Wouldn’t?

6. Talent

7. Roles and Talent in Communication
Senior Roles
Managerial Roles
Technical Roles

8. Roles and Talent in Communication
Salary increase rates (communication agencies)
Hong Kong Japan Singapore/SEA
Senior +50% +33% +78%
Managerial
+56% +50% +60%
Technical
*source: Hudson Asia Salary Information

9. Roles and Talent in Communication
Salary increase (communication departments)
Hong Kong Japan Singapore/SEA
Senior +19% +17% +64%
Managerial
+64% +42% +70%
Technical
*source: Hudson Asia Salary Information

10. Bonsai Effect: Talent not able to grow
Poaching necessary from:
Journalism
Majority of managing directors of large Marketing
local agencies are foreign talent
Abroad Senior
Majority of the heads of corporate Master of Science
communication in the largest companies are
not from communication Education in Communication
Gap Management
Managerial
Education Graduate
Gap Diploma in PR
Technical

11. Market Characteristics

12. Overall, the internet continues to remain the
standout medium for growth in Asia, with its
share of the total ad spend looking to rise
from 16.9 per cent in 2011 to 22.8 per cent in
2014. Television however, which takes the
lion's share of the advertising pie at 40.7 per
cent in 2011, is expected to decline slightly to
39.7 per cent by 2014.
- Campaign India, Dec 8, 2011

13. 4 out of 5 $
Not Going
to Digital

14. In Asia, Media Outlets Not Suffered
from Same Excesses in West

15. Current Events

16. Olympus Scandal in Japan
Michael Woodford, ex-CEO
of Olympus Corp., wants
Olympus to come clean on
scandal Shuichi Takayama, president of Olympus Corp.,
bows in apology

17. Bell Pottinger Scandal
Executives from Bell Pottinger They also use"dark arts" to bury
caught on camera boasting bad coverage and influence
about their access to the public opinion
Government

18. Australian Floods
Queensland Police tweeting on the
YouTube Channel for more info

19. Sinar Mas Activism

20. Rothschild Indonesia Partnership

21. Rise of Asia

22. Nowadays, with the face-to-face agency-client
relationship based at the Asian headquarters, PR
people in the East are gaining more opportunities
than ever to devise and manage global PR
campaigns. This is proving quite an adjustment for
some in Western agency networks unaccustomed to
following leadership direction from
Beijing, Delhi, Seoul and indeed Tokyo. It’s also
daunting for some people in senior positions who
may have never run an international campaign from
Asia before and who I've noticed may therefore suffer
from a lack of confidence in leading their global
charge from the East.

23. We Still
Need….

24. Media Relations

25. Employee
Communications

26. Crisis Communication

27. Investor Relations

28. One More Reason

29. No Single “Capacity” Can Do It
Plato’s Phaedrus
The problem, he
explains, is that one
overcome with this
desire will want to turn
his boy into whatever is
most pleasing to
himself, rather than
what is best for the boy.

30. My Business Card