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Digital TV, social media 'changing PR landscape'

The coming transition to digital terrestrial TV and the further emergence of social media will present new opportunities for public relations agencies and marketers and change the PR landscape, said a specialist in the field.

Danai Chanchaochai, chief executive officer of DC Consultants, the country's leading PR firm, said yesterday that the 48 digital TV channels that would be launched in the next couple years would offer a number of PR communication formats. These would include PR activities, corporate social responsibility events and CSR-related TV programmes.

Apart from the new digital-TV format, the change in customer behaviour due to social media will be a new trend in the PR industry.

Partnerships with international PR agencies are also important for DC Consultants in preparation for the economic integration in Asean in 2015.

Two years ago, DC Consultants partnered with Kuala Lumpur-based Go Communications to establish a network of independent PR agencies. Apart from the two founding agencies, this network now consists of Active Events in Cambodia, Stellar Communications in India, Niche CC PR in Sri Lanka, NGPC PR in the Philippines and Kyodo PR in Japan.

To maintain annual growth of 15-20 per cent for the group, Go Communications has announced that it is planning to form partnerships with leading PR firms in Indonesia, Vietnam, Laos, Myanmar and Australia by the end of this year.

This partnership is an attempt to respond to increased demand by international investors who want to expand their business in Asia, particularly once the Asean Economic Community (AEC) takes off in two years.

Under new alliances, the firm expects to increase its client base to more than 500 companies in the Asia-Pacific region, from 350 currently, said Michael de Kretser, chief executive officer of Go Communications.

De Kretser said the network had become one of the largest in the Asean region, with staff totalling more than 450. The independent PR agencies in the network can refer their clients to one another upon the clients' request.


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