SINGAPORE — CARMA, the global leader in media intelligence, and the Public Relations and Communications Association of the Asia Pacific (PRCA APAC) co-hosted a PR leaders’ roundtable in August.
The roundtable united senior leaders in PR and communications. Delegates engaged in discussions on the priorities of their roles and exchanged opinions on pivotal topics shaping the industry.
The roundtable was helmed by CARMA Asia’s Managing Director, Andrew Nicholls, and Head of Client Services, Sabrina Azmi.
Andrew commented, “Our collaboration with PRCA Asia Pacific reflects our long-held dedication to contributing to best practices in the industry. Together we aim to leverage the expertise and resources of both organisations to support PR practitioners across the Asia Pacific region.”
Held at the Fullerton Bay Hotel, the roundtable took place over breakfast on August 17 and welcomed leaders representing Amazon, Sandoz, JLL, Qi Group, and DP World.
Guests in attendance brought to the forefront the challenges typically faced by industry leaders in Asia, including the fragmented media ecosystem, data coordination between agencies and local teams, and the alignment of PR priorities across regional and global contexts.
Leaders increasingly understand the need for a unified measurement framework that is centrally aligned. This is one of the gaps CARMA has been able to address, by being the central point of coordination for clients internationally and on a local level.
One resounding theme that emerged from the discussion was the power of search data as a tangible indicator of impact, awareness, and intent. Search data has garnered recognition as a tool for understanding the resonance of communication efforts, such as corresponding with spikes in website traffic.
Delegates emphasized the shift to embracing comprehensive integrated datasets. This progressive approach enables the creation of compound metrics, dissecting and measuring the constituent elements of communications KPIs for more insightful analysis.
Other discussions touched upon the ever-evolving media landscape, the infusion of emerging technologies in PR practices, and the art of effective reputation management in the digital era.
Melissa Cheah, Head of Corporate Affairs at Sandoz, added, “I appreciate intimate sessions such as the CARMA PRCA breakfast roundtable as they provide an opportunity for Corporate Affairs leaders to openly share our challenges, learn from like-minded leaders, and keep up-to-speed with industry evolutions. With the pressures of our day jobs, we tend to forget that Corporate Affairs is more art than science and how helpful it can be when we tap into the collective knowledge of our peers.”
Ramya Chandrasekaran, Chief Communications Officer at QI Group, added, “I loved the engaging conversations at the PR Leaders’ breakfast. In my role, I often have to make strategic decisions about communications campaigns for our diverse businesses. I was happy to share my experience with the group in using search data to inform and enhance PR strategies.
“The beauty of search data lies in its versatility, from guiding audience research, content creation, and crisis management, to enabling competitor analysis, trend identification, and beyond. Its dynamic nature mirrors evolving consumer behavior and interests, offering real-time insights into public preferences. This empowers PR professionals to craft communication strategies that truly resonate. It’s encouraging to witness a growing awareness within the industry about the pivotal role that search data plays in shaping modern communication approaches.”
