Released on: January 28, 2008, 4:22 am

Press Release Author: Propeller Communications

Industry: Media

Press Release Summary: New publications offers insights in to Asian PR industry for
professionals and students.

Press Release Body: London, 28 January 2008. A newly published guide to the Asian PR
industry offers insights into the theory and ethics of the industry as well as
practical advice for pr practitioners and University students across the region.
Written by leading UK PR Practitioners and academics Trevor Morris and Simon
Goldsworthy, "Public Relations for Asia" also aims to help tackle the current skills
shortage in Asian PR, particularly in China, India, Hong Kong and Singapore.

Following patterns set in the United States and the UK over past decades, where
there has been an exponential growth in the demand for public relations, Asia is
struggling to meet the challenge of providing enough talented and experienced pr
professionals to meet demand.

Consequently, for any international pr agency, Asia offers excellent commercial
opportunities. "Public Relations for Asia", therefore, also offers companies looking
to move into Asia Pacific pr a solid understanding of how pr functions throughout
the continent.

\'Lack of skilled talent is the largest single threat to the extraordinary growth of
public relations in Asia. \"PR for Asia\" is the go to sourcebook that addresses that
skills gap. It is a pragmatic guide, complete with intelligent analysis, proven as
effective pr tools and useful examples from across the region\' said Paul Taaffe,
chairman and chief executive of Hill & Knowlton worldwide

"Public Relations for Asia" is divided into four sections beginning with a look at
theory and ethics in PR. This is followed by a look at the strategy and planning of
a pr campaign. Section three takes the reader through the practical skills such as
media relations, internal communications, events management and design while the
conclusion examines the future of Asian pr.

"Public Relations for Asia" is available from Palgrave Macmillan.
http://www.palgrave.com/products/title.aspx?PID=280314

About the Authors

TREVOR MORRIS is one of the UK\'s most senior PR practitioners and since 2005 a
Visiting Professor at the University of Westminster, UK, where he teaches on a range
of postgraduate and undergraduate programs. Formerly Morris was Chief Executive of
Chime Communications Public Relations Group, the UK (and Europe)\'s largest PR group,
with some 250 employees. In nearly a quarter of a century in the industry he
successfully built a major PR consultancy, worked for numerous major companies and
government bodies and alongside most of the key players in contemporary PR. Morris
has made countless TV, radio and newspaper appearances and maintains a high profile
within the industry.

SIMON GOLDSWORTHY is Senior Lecturer in Public Communication at the University of
Westminster, UK. He established London\'s first Master of Arts course in Public
Relations and has since added the teaching of Public Relations to the University\'s
well-known undergraduate media studies program. He has lectured to international
audiences, including Johns Hopkins University and at the Sorbonne. His civil service
career included three years at the Central Office of Information and press office
work for a number of Government departments. He has also worked as a PR consultant
in the private sector.


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