Thailand has a lot of potential for public relations (PR) activities, and independent firms should join Asian partners to widen their networks, says Malaysia's Go Communications Group.
Chairman Michael de Kretser yesterday said the region enjoys tremendous cross-movements in investment and trade for cars, electronics and tourism.
"Independent PR firms in Asia including Thailand have a lot of potential. If they join hands, they can compete with multinational network firms," he said.
Go Communications acquired stakes in DC Consultants, a leading Thai PR firm, last year.
The group is now going to expand its PR network across Asia-Pacific by finding more partnerships in Indonesia, Vietnam, Laos, Myanmar and Australia.
It wants to set up Asia's biggest collaboration of independent PR firms.
"Our clients need more services that cover many countries in line with their business strategy. We need to think globally," said Mr de Kretser.
From the start of this year, Go Communications has expanded into India (Stella Communications), Sri Lanka (Niche CC PR), the Philippines (NGPC PR) and Japan (Kyodo PR).
In the past 10 years, only 10% of Asian companies used PR firms, but now 80% of companies in Asia see the importance of PR and use the service.
Demand for PR activities will come from fresh markets such as Laos, Myanmar and Vietnam.
Go Communications believes its Japanese link will strengthen its network as many Japanese firms are interested in investing in Southeast Asia.
Kyodo PR is the biggest independent PR firm in Japan with 250 staff and is listed on the Osaka Securities Exchange.
The network of Go Communications has 450 staff and more than 100 clients.
It will also focus on digital media, which will help to deliver messages from brands to regional consumers directly.
"PR professionals will compete to develop their skills to fully exploit new opportunities," said Mr de Kretser.