A Collaborative Endeavour to Shape the PR Landscape
In an industry-defining event, CARMA, a renowned name in global media intelligence, joined forces with the Public Relations and Communications Association of Asia Pacific (PRCA APAC) to co-host a groundbreaking PR leaders’ roundtable in August. Organized at the Fullerton Bay Hotel with panoramic views of Singapore’s skyline, the conference united top-tier PR and communications executives representing influential organizations like Amazon, Sandoz, JLL, Qi Group, and DP World.
Helmed by CARMA Asia’s Managing Director, Andrew Nicholls, and Head of Client Services, Sabrina Azmi, the roundtable facilitated illuminating discussions. Nicholls remarked, “Our collaboration with PRCA Asia-Pacific reflects our long-held dedication to contributing to best practice in the industry. Together we aim to leverage the expertise and resources of both organisations to support PR practitioners across the Asia-Pacific region.”
Innovating Metrics and Frameworks for PR Success
One of the recurring themes was the inherent challenges facing industry leaders in Asia, such as dealing with a fragmented media landscape, data coordination among agencies, and aligning PR priorities on regional and global scales. The conference underlined the need for a centralized, unified measurement framework—a gap that CARMA successfully fills by serving as the pivotal coordination point for clients worldwide.
Delegates unanimously emphasized the importance of embracing integrated datasets to develop compound metrics. This enables a nuanced dissection and measurement of the constituent elements that comprise communication KPIs, providing deeper insights for future strategies.
Leveraging Search Data to Illuminate PR Strategies
Another standout topic was the burgeoning influence of search data in determining the efficacy of PR and communications strategies. Search data has become an invaluable tool for gauging impact, awareness, and intent, as evidenced by correlations with spikes in website traffic. Ramya Chandrasekaran, Chief Communications Officer at the QI Group, lauded search data’s versatility: “The beauty of search data lies in its versatility – from guiding audience research, content creation, and crisis management, to enabling competitor analysis, trend identification, and beyond. Its dynamic nature mirrors evolving consumer behaviour and interests, offering real-time insights into public preferences. This empowers PR professionals to craft communication strategies that truly resonate. It’s encouraging to witness a growing awareness within the industry about the pivotal role that search data plays in shaping modern communication approaches.”
Insights from the Industry’s Top Minds
The roundtable served as a hub for collective intelligence, where industry experts could candidly discuss their challenges and solutions. Melissa Cheah, Head of Corporate Affairs at Sandoz, expressed her gratitude: “I appreciate intimate sessions such as the CARMA PRCA breakfast roundtable as they provide an opportunity for Corporate Affairs leaders to openly share our challenges, learn from like-minded leaders and keep up to speed with industry evolutions.”
Discussions also spanned across the evolving media climate, the integration of emerging technologies in PR, and the intricacies of reputation management in a digital age. The insights gleaned during this meeting have paved the way for a transformative understanding of how PR success can be defined, measured, and achieved in the contemporary landscape.
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The CARMA and PRCA APAC roundtable has become a catalyst for innovation, setting the industry on a trajectory for unprecedented growth and sophistication. Through collaborative discussions and a focus on data-driven strategies, this conference has equipped PR professionals with the tools and insights they need to navigate the complexities of modern communication.
