2: Locating Public Relations in the Asia Pacific Context

What should all the key participants in these scenarios do? If they are to prosper in their respective industry sectors, they may choose a suitable public relations (PR) remedy. This could be anything: a launch event, a news release, a social media campaign, a website, a repositioning campaign, a crisis plan, a corporate rebranding exercise, sponsorship of a community event, a competition, an open house event, a staff newsletter, a corporate video, a bylined article, or a meeting with government officials.

Many books and articles examining PR as a professional practice start with a definition of the PR business itself, as a way of determining its scope and making the intangible appear tangible or the unknown knowable. Equally, there is a range of definitions used by the professional associations supporting PR practice globally as follows: