The rise of Asia has changed the world, now shaped by greater global connectivity, geopolitics and shifting spheres of influence. Tapping into research and decades of experience in the world’s fastest-moving markets, this book makes a compelling case for a new and future-ready approach to communications planning and implementation, which the Asian Century demands.
Facing a new operating environment, policymakers and business leaders have to act quickly. This book outlines the necessary adjustments to long-established practices and value propositions in both corporate and government communications and provides a step-by-step plan for strategy development, laid out in a two-pronged approach designed to appeal to a multicultural audience.
It is an essential read for global practitioners and students in international relations and mass communications.
Author(s): Oliver Stelling
Publisher: Routledge
Year: 2023
Language: English
Pages: 167
City: London
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Disclaimer
Preface
Acknowledgments
Introduction
Reference
Chapter 1: Decoding the Asian Century: How the Bet on Modernization Paid Off
What History Teaches Us
Build It and They’ll Come
Who Owns the Asian Century?
Power and Influence in a More Multipolar World
Who Will Define the Asian Century?
References
Chapter 2: Communication vs. Communications: All That Makes Us Human
Western Communication Theory
Eastern Communication Theory
Applying Theory to Practice
Communication vs. Communications
On Truthfulness in Communication
Achieving Mutual Understanding and Trust
References
Chapter 3: Purpose and Shared Values: Communications’ Best Engagement Model
Earning, Not Claiming
The Progression from Storytelling
Seeking That Higher Purpose
With Transparency Comes Authority
Go Get Your Paul Newman
References
Chapter 4: Whatever We Imagine: From Aspiration to Inspiration
Lessons from Belt and Road
Shifting to Co-Ownership
Co-Creation, Self-Restraint and Mutual Trust
Co-Creation
Self-Restraint
Mutual Trust
The Art of Stage-Managing Future-Readiness
What Innovation-Led Development Holds for Communications
References
Chapter 5: Looking for Polaris: How to Tackle the Global Disinformation Crisis
Finding That North Star
The Obscure Allure of Fake News
The Social Network’s Role
Uncovering the Truth – Publicly
Denial and Deflection
Gaslighting
Flooding the Zone
Critical Thinking and Media Literacy
Life in the Post-Truth World
References
Chapter 6: Public Diplomacy: Leveraging the Strong Side of Soft Power
Diplomacy in the Digital Age
Avoiding the “Diplomessy Trap”
Weighing Values and Principles
What Soft Power Is Really About
Cultural Soft Power
J-Pop, K-Pop, T-Pop, Chinese Pop and Lata
Asian Movies and Movies Set in Asia
From Cultural Soft Power to Cultural Diplomacy
Capitalizing on Soft Power’s Real Potential
References
Chapter 7: Human Capital: Winning with New Talent Strategies
Attracting Millennials and Gen Zers
How Covid19 Changed Talent Strategies
Leading with Multiculturalism and Diversity
How Connected Is the Most Connected Workforce?
How Millennials and Gen Zers Need to Adapt
HR’s Role in Preparing Senior Leaders
References
Chapter 8: AI and Big Data: Enrolling Technocracy in Communications
Of Pioneers and Followers
Resolving the Really Big Data Question
Managing the Great Disruption Caused by Digitization
How Technocracy Reshapes Communications
References
Chapter 9: Shenzhen Speed and Dubai Spirit: Engineering the Asianization of Communications
Speed and Strategy
A Lesson from the Past
Speed and Strategy Are Compatible
Managing the Reputational Risk of Speed and Strategy
Preparing for the Asianization of Communications
References
Chapter 10: ACCESS and BEAT: Two Ways to Develop Future-Proof Strategies
ACCESS – The Inspirational Model
ACCESS 1: Agility
ACCESS 2: Can-do
ACCESS 3: Creativity
ACCESS 4: Entrepreneurship
ACCESS 5: Strategy
ACCESS 6: Staff
BEAT – The Aspirational Approach
Stage 1: External Intelligence Gathering (Assessment #1)
Stage 2: Internal Intelligence Gathering (Assessment #2)
Stage 3: Positioning and Messaging (Strategy #1)
Stage 4: The New Engagement Game Plan (Strategy #2)
Stage 5: Campaign Rollout and Implementation
Integrated Communications Has Branched Out
References
Epilogue
The App That Gets the Final Word
Bibliography
Index
