INSIGHT: Provincial PR steps out of the shadows

The much-praised ‘Incredible India’ national branding campaign has done a lot to raise the profile of a somewhat daunting country in the minds of travellers.

But a country of 1.2 million square miles and 28 individual states clearly needs more than a well-shot commercial if it is to build understanding among potential investors. This is where PR comes into the equation.

Take the southwestern state of Karnataka as an example. It now ranks third in the country in terms of foreign direct investment thanks to clever positioning that has presented it by turns as a
software hub, a biotechnology hub and an outsourcing hub, as well as emphasising its
rich mineral deposits, favourable climate and appeal as a tourism destination.

Karnataka is one of many states and provinces across Asia that are increasingly keen to promote their individual identities to the world while basking in the glow of the overarching national image created by high-profile advertising.

Malaysia, China and Korea are three other particularly active markets due to strong national development programmes and increased autonomy and budget at a provincial level.

Steve Dahllof, president and chief executive of Ogilvy Public Relations Asia-Pacific, says the trend for commercial positioning at a provincial level - such as that by Sarawak in Malaysia - is a natural progression from lower level tourism-focused initiatives. Often, he says, the two go hand in hand and present a dual opportunity for PR agencies, noting that his agency has been involved in building Hong Kong’s positioning as a tech corridor as well as promoting its leisure credentials.

Elsewhere in China, competition between economic development zones is particularly fierce. In addition to seeking tourism and investment from overseas, authorities at a provincial and city level are courting preferential treatment from the central government. Standing out in such a large market can be a problem, not to mention the challenge of presenting a compelling case.

According to Helen He, a director at Burson-Marsteller Beijing, more and more local authorities are enlisting the services of multinational PR firms. However, these state bodies rarely advertise, and their understanding of the benefits of PR is also often limited and requires development, she adds that “Many states and provinces are not as sophisticated as those at a country level, so they don’t know who to talk to,” agrees Dahllof.

Indeed, the ability to identify the correct audience and the influencers to reach them is the single biggest advantage PR has over an advertising campaign at this level, in addition to lower cost and the ability to modify the message and channels as necessary over a period of time.

Advertising can sometimes complement PR activity, but Dahllof says a well-thought out digital strategy is more important to ensure relevant information is readily available to those that need it and to manage any complications that may ensue.

As client sophistication grows and global trade barriers continue to fall, competition within the sector — and consequently among agencies — looks set to increase dramatically. “Once organisations have started to invest, they tend to continue,” says Yvonne Park, GM of Fleishman Hillard Korea. “There is a lot of opportunity for agencies to participate.”

This article was originally published in the April issue of Campaign Asia-Pacific.