Description
Book SynopsisThe rise of Asia has changed the world, now shaped by greater global connectivity, geopolitics and shifting spheres of influence. Tapping into research and decades of experience in the world's fastest-moving markets, this book makes a compelling case for a new and future-ready approach to communications planning and implementation, which the Asian Century demands.
Facing a new operating environment, policymakers and business leaders have to act quickly. This book outlines the necessary adjustments to long-established practices and value propositions in both corporate and government communications and provides a step-by-step plan for strategy development, laid out in a two-pronged approach designed to appeal to a multicultural audience.
It is an essential read for global practitioners and students in international relations and mass communications.
Trade Review"In just the past quarter-century, Asians have resurrected centuries-old commercial corridors that lay dormant due to colonialism and the Cold War, building the largest economic zone on the planet. Businesses worldwide are therefore focused on selling to Asia, but first need to better understand how to communicate with Asia and how Asians themselves interact with each other. This remarkably useful and timely book that captures Asia's rapidly evolving nexus of innovation and influence will guide them on how to do just that."
Dr. Parag Khanna, author of The Future Is Asian
"Oliver Stelling is an internationally recognized expert on managing reputations within Asia. This breakthrough book is a must-read for policymakers and business leaders dealing with the rapidly changing Asian marketplace. Grounded in research, CommunicAsian lays out a clear methodology for planning and implementing future-ready communications strategies. Stelling’s depth of experience provides practical guidance for any leader faced with the challenge of succeeding in a more connected world."
Scott Meyer, Professor, Strategic Communications, University of Minnesota, Former Chairman, Weber Shandwick
Table of ContentsIntroduction 1. Decoding the Asian Century: How the Bet on Modernization Paid Off 2. Communication vs. Communications: All That Makes Us Human 3. Purpose and Shared Values: Communications’ Best Engagement Model 4. Whatever We Imagine: From Aspiration to Inspiration 5. Looking for Polaris: How to Tackle the Global Disinformation Crisis 6. Public Diplomacy: Leveraging the Strong Side of Soft Power 7. Human Capital: Winning with New Talent Strategies 8. AI and Big Data: Enrolling Technocracy in Communications 9. Shenzhen Speed and Dubai Spirit: Engineering the Asianization of Communications 10. ACCESS and BEAT: Two Ways to Develop Future-Proof Strategies 11. Epilogue
