PR-led integration seen as key communication trend

MANILA, Philippines - PR-led integration is one of the key trends that is set to happen in the communications industry.

With a burgeoning online community, “online media will complement traditional print media, and not replace it,” this according to Fleishman-Hillard Asia Pacific president and senior partner, Lynne Anne Davis, as she addressed the ongoing debate between traditional and online media in a recent intimate gathering in Makati Shangri-La.

Davis, who has been in the region since 2001, believes that traditional media, such as newspapers and magazines have established credibility which online media has yet to achieve. Davis said, “The common factor is the content and the story teller. Through PR-led integration, communicators are able to shape the dialogue to get the right message across the right audience at the right time.”

 Davis also shared the outlook that the future lies in Asian enterprises. She said, “More Asian corporations are looking to expand their business into the US and European market. These emerging businesses are using the power of communication to build that global relationship.”

For Fleishman-Hillard, Davis reported that the agency is experiencing a significant 20% growth in the region and welcomed over 157 new clients to their roster for 2012 alone.

The Manila office alone, which is being managed by a local, Cosette Romero, SVP & general manager, saw a remarkable 93% growth from the past year.