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Asia-Pacific Communication Monitor 2015 / 2016

The study is based on responses from 1,200 communication professionals in 23 countries. It surveys the status quo and trends of strategic communication, public relations and communication management across East, South and South-East Asia, Australia and New Zealand. Topics covered include the future relevance of mass media, communciation channels, social media skilles, measurement and evaluation, job satisfaction, and characteristics of excellent communication departments. Living up to highest academic standards, the Asia-Pacific Communciation Monitor has been conducted by a research team of professors from leading international universities, headed by Jim Macnamara (Sydney), May O. Lwin (Singapore), Ana Adi and Ansgar Zerfass (Leipzig). The Monitor is jointly organised by the Asia-Pacific Association of Communication Directors (APACD), Quadriga University of Applied Sciences and the European Public Relations Education and Research Association (EUPRERA), supported by PRIME Research International, a global leader in strategic communication research. The Asia-Pacific Communication Monitor uses a similar methodology as the European Communication Monitor and the Latin-American Communication Monitor, making it part of the largest study in the field of strategic communication worldwide. More resources, including a web video hightlighting the results, are available for free at www.communicationmonitor.asia.

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Asia-Pacific Communication Monitor 2015 / 2016
Asia-Pacific Communication Monitor 2015 / 2016
ASIA-PACIFIC	
COMMUNICATION	
MONITOR	2015/16	
THE	STATE	OF	STRATEGIC	COMMUNICATION	AND	PUBLIC	RELATIONS		
IN	A	REGION	OF	RAPID	GROWTH.	SURVEY	RESULTS	FROM	23	COUNTRIES.		
	
Jim	Macnamara,	May	O.	Lwin,	Ana	Adi	and	Ansgar	Zerfass	
	
A	study	organised	by	the	Asia	Pacific	AssociaPon	of	CommunicaPon	Directors	(APACD),	the	European	Public	
RelaPons	EducaPon	and	Research	AssociaPon	(EUPRERA)	and	Quadriga	University	of	Applied	Sciences,		
supported	by	partner	PRIME	Research	InternaPonal	and	media	partner	CommunicaPon	Director	magazine
444
Imprint	
Published	by:	
APACD	Asia-Pacific	AssociaPon	of	CommunicaPon	Directors,	Hong	Kong,	www.apacd.com	
Quadriga	University	of	Applied	Sciences,	Berlin,	www.quadriga.eu	
EUPRERA	European	Public	RelaPons	EducaPon	and	Research	AssociaPon,	Brussels,	www.euprera.org	
CitaAon	of	this	publicaAon	(APA	style):	
Macnamara,	J.,	Lwin,	M.	O.,	Adi,	A.,	&	Zerfass,	A.	(2015):	
Asia-Pacific	Communica/on	Monitor	2015/16.	The	state	of	strategic	communica/on	and	public	rela/ons	
in	a	region	of	rapid	growth.	Survey	results	from	23	countries.	Hong	Kong:	APACD.	
Short	quotaAon	to	be	used	in	legends	if	using/ciAng	graphics	from	this	report:	
Source:	Asia-Pacific	CommunicaPon	Monitor	2015/16,	www.communicaPonmonitor.asia.	
Copyright:	
©	November	2015	by	the	research	team	(Macnamara,	Lwin,	Adi,	Zerfass)	for	the	whole	document	and	all	parts,	charts	and	data.	The	
material	presented	in	this	document	represents	empirical	insights	and	interpretaPon	by	the	research	team.	It	is	intellectual	property	
subject	to	internaPonal	copyright.	Title	graphic	provided	by	Quadriga	Media.	Survey	tool,	previous	quesPonnaires/data,	and	website	
domain	licensed	by	EURERA.	Permission	is	granted	to	quote	from	the	content	of	this	survey	and	reproduce	any	graphics,	subject	to	the	
condiPon	that	the	source	including	the	internet	address	is	clearly	quoted	and	depicted	on	every	page	or	chart.	It	is	not	allowed	to	use	
this	data	to	illustrate	promoPonal	material	for	commercial	services.	Publishing	this	PDF	document	on	websites	or	social	media	channels	
run	by	third	parPes	and	storing	this	document	in	databases	or	on	pladorms	which	are	only	open	to	subscribers/members	or	charge	
payments	for	assessing	informaPon	is	prohibited.	Please	use	a	link	to	the	official	website	www.communicaPonmonitor.asia	instead.	
This	report	is	available	as	a	free	PDF	document	at	www.communicaPonmonitor.asia	
Contact:	
Please	contact	the	lead	researchers,	naPonal	research	team	members	in	your	country	or	the	APACD	coordinator	if	your	are	interested	
in	presentaPons,	workshops,	interviews,	or	further	analyses	of	the	insights	presented	here.	Contacts	are	listed	on	page	96.
555
Foreword	and	IntroducPon 	6	
Research	design 	8	
Methodology	and	demographics 	10	
Future	relevance	of	mass	media 	16	
CommunicaPon	channels	and	instruments 	26	
Social	media	skills	and	knowledge 	34	
Strategic	issues	and	value	contribuPon 	42	
Measurement	and	evaluaPon	in	communicaPon	departments 	54	
Job	saPsfacPon 	62	
CharacterisPcs	of	excellent	communicaPon	funcPons 	74	
References 	92	
Authors	and	lead	researchers 	95	
NaPonal	researchers	and	contacts 	96	
Survey	organisers	and	partners 	97	
More	informaPon 	99 		
Content
6
Foreword	
It’s	my	pleasure	to	welcome	you	to	the	inaugural	ediPon	of	the	Asia-Pacific	CommunicaPon	Monitor,	the	first	
large-scale	survey	on	the	current	status	and	the	future	of	strategic	communicaPon	in	in	Asia	Pacific.	Aimed	at	
communicaPon	professionals	working	in	organisaPons	and	consultancies,	this	non-profit	study	has	been	wrimen		
by	professors	from	some	of	the	most	renowned	universiPes	in	the	region	and	is	globally	linked	to	similar	studies		
in	Europe	and	LaPn	America.	This	enables	the	comparison	of	the	pracPces	and	challenges	faced	by	Asia-Pacific	
communicators	with	those	faced	by	their	counterparts	around	the	world.		
Unsurprisingly,	given	the	dynamism	of	the	communicaPons	field	on	Asia-Pacific,	an	important	element	of	the	
first	Asia-Pacific	CommunicaPon	Monitor	is	looking	at	the	future	development	of	the	profession:	the	predicPons		
of	our	respondents	is	a	vital	picture	of	not	only	where	the	profession	stands	now	but	how	it	sees	itself	growing	in	
the	next	few	years.	As	the	Monitor	conPnues	to	be	published	in	the	future,	it	will	paint	a	fascinaPng	picture	of	the	evoluPon	of	our	
shared	understanding	of	our	profession.	
For	example,	among	the	Monitor’s	main	areas	of	interest	is	the	relaPonship	between	communicaPons	and	the	media.	Looking	to		
the	future	of	the	communicaPons	landscape,	the	Monitor	reveals	that	earned	and	owned	media	are	rising	in	importance	in	Asia-Pacific,	
and	predicts	closer	collaboraPons	with	mass	media	resulPng	in	co-produced	content	and	joint	publicaPons.	Another	important	focus	is	
communicaPon	channels	and	instruments:	mobile	communicaPon	such	as	phone	or	tablet	apps	and	mobile	websites	will	see	a	big	leap		
in	importance	by	2018	compared	to	today.	
What	makes	these	findings	especially	interesPng	is	the	breakdown	of	responses	by	country	and	region:	I	believe	that,	by	explaining	
the	difference	in	aotudes	among	communicators	working	across	this	diverse	region,	the	Asia-Pacific	CommunicaPon	Monitor	provides	a	
unique	service.	I	hope	you	find	it	of	value,	and	look	forward	to	sharing	future	ediPons	with	you	in	the	years	to	come.		
	
Pierre	Goad	
President,	Asia-Pacific	Associa/on	of	Communica/on	Directors	(APACD)

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Asia-Pacific Communication Monitor 2015 / 2016