Looking east: a UK PR professional’s guide to thriving in Asia
For British comms professionals, moving to Asia can provide huge opportunities to develop – so long as you’re willing to learn about the local markets, media and messaging
Moving from the UK to south-east Asia was a transformative milestone in both my career and personal journey. After five years working in London, 12 months ago I took a leap of approximately 6,800 miles – or nearly 14 hours by plane – leaving the familiar landscapes of England for the towering skyscrapers of Singapore.
Transitioning internally, I stepped into the role of Team Lewis’s APAC media strategist. Beyond the sheer physical distance, the cultural and professional shift has been equally profound – moving from Europe’s relatively unrestricted media landscape to the more structured and regulated environment of APAC.
One year on, there have been both ups and downs. While the learning curve has been steep, it has been one of the most rewarding and eye-opening experiences.
In this blog, I aim to share how I successfully made the move, the key considerations for anyone planning to do the same, and the invaluable lessons I’ve learned along the way.
Walk before you run
You wouldn’t purchase a car without a test-drive. So don’t change your entire life without first giving it a trial. I was fortunate that my employer has a secondment programme, which allows employees to present a business case for the company to sponsor a trip to one of its offices within the network.
I took advantage of this opportunity, flying out to our Singapore and Kuala Lumpur offices to meet with global clients and deliver EMEA media training sessions for the staff. This experience provided the perfect opportunity to immerse myself in the culture as much as possible and determine whether life in Singapore was the right fit for me.
During my secondment, I made it a priority to engage with clients, media professionals and PR practitioners to gain insights into the landscape in this region. I focused on understanding the skills required to succeed and assessing what each country could offer me personally. This period proved invaluable in preparing me for the next stage of this transition: developing the expertise and adaptability needed to thrive in a new and unfamiliar market.
Of course, secondments aren’t an option available to everyone. However, it’s still crucial to make the effort to connect with professionals in the market or those who have lived there to gain valuable insights. Additionally, doing thorough research and reading about the region’s culture, business environment, and industry trends can help you prepare for such a transition.
Level up before you leap
As a media strategist, my network was primarily built around UK and European journalists. So, before making any move to the region, I knew I needed to prove that I had the skills to perform at the same high level I had in our London office. This meant not only continuing to develop globally transferable skills but also honing those that are Asia relevant – specifically, gaining a deep understanding of the media landscape in the region.
This step was not only integral to making the transition viable from a business perspective, but it also played a crucial role in allowing me to quickly hit the ground running once I arrived in the region.
By investing time in understanding the local media landscape and refining my skill set to align with regional needs, I was able to seamlessly integrate into the market. This proactive approach not only built my confidence but also ensured that I could contribute immediately, providing value to both clients and the wider team without the typical learning curve often associated with a move to a new market.
Finally, while English is widely spoken in countries like Singapore, Hong Kong, and Australia, it’s crucial to understand the local cultures and what makes each country unique. As PR professionals, we must grasp what drives a population. This step is often overlooked, but after a year here, it’s clear to me that it’s one of the most important aspects of succeeding in the region.
Making it
I was fortunate to move internally at Team Lewis into a regional APAC media strategist role covering Singapore, Malaysia, Hong Kong, China, and Australia. However, if your company doesn’t have operations in the region, all is not lost.
The APAC PR scene is thriving, with a growing demand for skilled professionals. Many recruitment agencies specialise in helping individuals transition to the region, offering valuable guidance and support. Major UK agencies, such as Team Lewis, often have a presence here, so starting conversations early can open doors and set you on the right path.
If you can make the move work, I would say that many of the PR skills you acquire in the UK are still highly applicable here in Asia.
However, it's crucial to remember that each market differs greatly in terms of media size and freedoms. This means storytelling becomes more nuanced; for example, the punchy, anti-government commentary often seen in UK campaigns would not fly here. You need to adopt a more tactful approach, tailoring your messaging to respect local sensitivities while still delivering impactful results.
In addition to adapting your messaging, understanding the local media dynamics is key. In many APAC markets, media outlets can be more controlled, with varying degrees of government influence. This means PR campaigns need to be carefully crafted to navigate any potential sensitivities.
Building relationships with local journalists and influencers becomes even more important, as trust and understanding of local norms can help ensure that your message resonates effectively without running into issues. It’s about being strategic, respectful, and adaptable to ensure that your PR efforts succeed in the diverse and dynamic APAC region.
Dominic Cox is APAC media strategist at at global marketing agency Team Lewis.