1: Introduction: PR Communicates within and Across Cultures

As the Asian adage goes: “If you want to prepare a fresh omelette for breakfast, go out and buy a hen.” Well, then you must break some eggs in the preparation and cooking procedure. But in the practice of public relations (PR), the core subject of this book, broken eggs, rather than representing collateral damage, can become a valuable opportunity that can be redesigned for other practical purposes, which can ultimately benefit others.

Maybe in the 21st century, this traditional saying needs an update, given the technologized age in which we live. So: “If you want to make the perfect omelette, go find and watch the perfect recipe delivered by a food influencer on Tik Tok or Instagram, Douyin or YouTube.” Originally, in 2009, we could not find a book focusing on the realities of PR practice in Asia Pacific, so we decided to write one (Devereux & Peirson-Smith, 2009). And now is the time to update this original content.