Campaign Asia-Pacific is proud to announce that our PR360 event, which will take place this year on 13 June in Hong Kong, has been rebranded as CampaignComms. For six years, PR360 has been the industry standard event for Asia’s communications leaders, bringing together PR trailblazers and veterans under one roof for a day of insight and analysis. So why change now?
Last year’s PR360, which fittingly focused on the theme of activism and authenticity, marked a turning point as conversations on and off stage questioned whether Public Relations, and by extension, PR360, needed a new name. Does the term 'PR' accurately reflect what the industry does today?
During a lively panel discussion, Weber Shandwick’s China president Darren Burns pointed out that: “We don’t position ourselves as a PR firm anymore, we position ourselves as a communication agency.” As the perennial debate goes, PR has expanded to encompass far more than just public relations.
Chloé Reuter, founder and CEO of Reuter Communications, also commented on the impact of the ‘PR’ label on the workforce. Job listings with ‘integrated communications’ mentioned in the role see more applicants than those that describe a role as being about ‘PR’, she said.
PR in Asia is unrecognisable from what it was five years ago. We must start seeing Public Relations as an outcome-driven, brand-building weapon, which plays an instrumental role in business and digital transformation. While the term ‘PR’ itself will take more time to address, the consensus was that PR360 could use a refresh, and it's about more than just a name change.
Enter CampaignComms — it’s PR360 in a shiny new hat, ready to take on the new age of modern PR. We’re at a pivotal point for PR, especially in Asia which has become a hub for innovation and new ideas. The industry faces great challenges but also greater opportunities, so isn’t it about time we accepted a new wardrobe?
Communications today is about cultivating authentic relationships between brands and their target audiences. To achieve this, PR and comms professionals have a myriad of tactics and disciplines at their disposal — a huge contrast to the structure of PR five years ago, when digital disruption was in its infancy and the lines between marketing and PR were much clearer. Now, the two function interchangeably and simultaneously, requiring specialist skills from industry professionals.
As both disciplines become more closely aligned, PR must demonstrate the same value to clients as marketing does, with an emphasis on performance metrics and ROI. And the ever-present threat of competition from publishers and new entrants into the market — such as consultancies or specialist agencies — means PR needs to fine-tune what it offers to compete against disruption.
With this news, we are more excited than ever for this year’s gathering and for the opportunity to bring together the brightest minds in the industry at such a pivotal moment for PR. We hope to see you on 13 June in Hong Kong for the first CampaignComms.
Registration for CampaignComms is now open. To register for the event and be the first to receive details on the programme and speaker line up, please visit www.CampaignComms.Asia
For speaking or general enquiries, please contact:
Eleanor Hawkins at [email protected]
+852 4175 1922
For sponsorship enquiries, please contact:
Christopher Amhoff at [email protected]
+65 6579 0559