Exploring Communication Management and Public Relations in Two Emerging Markets, China and Thailand

Abstract

This study aimed to address the lack of empirical research in public relations management by investigating the perspectives of professional leaders in public relations in two emerging markets, namely China and Thailand. To gather information, a pragmatic mixed-method approach, which included a survey and interviews, was employed. The data was then processed using SPSS using a sample size of 234. The study developed a framework based on the Meng and Berger Model on PR leaders. It explores how leadership in public relations is shaped by the sociopolitical context of the nation by examining and comparing the cases of China and Thailand. The study draws on the interpretation of professional leadership in public communication by PR leaders. The participants from both countries indicated that there were some similarities and differences between the Chinese and Thai markets concerning public relation leadership. With the most important issue raised in both countries, speed and volume of information appeared to be the most important. In addressing the issues, in-service training to gain new skills and taking advantage of the internet to acquire information appeared as the most important tools. Inspiring and motivating, and ability to manage teams appeared as important leadership abilities considered of value in both countries. The study identified three key dimensions that were present in both countries, namely team collaboration, communication knowledge management, and organizational culture and structure.