Developing the right strategic approach

"This is a global trend that we are now seeing around the region and is something that all corporations need to be aware of," said Jimmy Tay, chief executive of Hill & Knowlton Southeast Asia.

"It is also compounded by the increasing proliferation and influence of online media channels that give the public a new opportunity to draw attention to companies they feel are behaving irresponsibly," he said.

A strong corporate image will not only increase customer brand loyalty, it will also allow companies to engage positively with a public that has become more discerning and sceptical than ever before, he said.

Hill & Knowlton, with 73 offices in 41 countries, is enjoying strong demand in Thailand.

Kanpirom Ungpakorn, managing director of Hill & Knowlton Thailand, said the company has seen a definite shift in recent years towards corporate communications activities.

"In 2006, revenue from corporate communications contributed to 16 per cent of our overall revenue, but by 2008 this figure had doubled to over 30 per cent," she said.

This indicates "that more and more companies in Thailand are now recognising the business benefits and long-term value of implementing a well-managed corporate communications programme," she said.

"The importance for businesses of getting it right in respect of their corporate communications strategy is absolutely vital both to their survival and long-term prosperity.

"Effective corporate communications requires clear, short- and long-term objectives by the client companies themselves and the expertise of communication specialists to ensure key messages are targeted to all stakeholders, including the consumer at large," she said.

While companies of all sizes can benefit from such strategies, Hill & Knowlton believes that this is particularly true for large Thai companies that are listed on the Stock Exchange of Thailand, have operations overseas, or are looking to expand overseas.

"It is exciting for us when we can help a talented local Thai company succeed on a global level, but we always emphasise that smooth expansion into an international market relies heavily on first cultivating a positive corporate reputation and identity," she said.

"Drawing from our own experience and through best practice sharing between offices, we ensure that this is delivered and reinforced through consistent messaging that is directly relevant to the target markets."