Things we can learn from the comms community in the Asia-Pacific
The Asia-Pacific region is a powerhouse of growth, diversity, and innovation. With over half of the world’s population and a rapidly expanding economy, there are some incredible opportunities for comms pros to get their teeth into. From AI ethics to change management, leadership communication, and gender equity in PR, there’s a lot we can learn from the comms community in this part of the world.
Especially after the recent IABC Asia Pacific Fusion 2025 conference in the Philippines - where attendees left inspired by the conversations and insights shared by experts across the region. So, here are five key lessons that communicators everywhere can take from the Asia-Pacific:
1. Artificial intelligence in your comms
For the past two years, AI has been a hot topic at every comms conference. But the conversation is shifting—from focusing on tools and usage to addressing ethics and accountability.
Adrian Cropley, a global leader in strategic communication, highlighted the urgent need for standardised ethical guidelines and accountability mechanisms for AI in comms. Another emerging discussion is around AI’s economic impact, which we currently know little about but will soon need to navigate.
The key takeaway? Embrace AI, but do so responsibly. Communicators who position themselves as strategic advisors on AI use will elevate their value in their organisations.
2. Change apathy
Change is constant, but many employees are experiencing “change apathy”—not fear, just indifference. This has serious implications for engagement, productivity, and overall business success.
To counter this, comms professionals will need to rethink how we communicate change. Creativity and co-creation with employees are key, instead of relying on top-down communication. We need to begin involving employees in designing and delivering change initiatives that can foster greater buy-in.
3. Communication in uncertainty
A recurring theme at the conference was that leaders are struggling with uncertainty and their ability to communicate effectively. Trust in leadership is declining, and with multiple generations in the workforce, communication styles need to evolve.
We play a critical role in helping leaders develop the confidence and skills they need to engage their teams. One of the most effective ways to do this is through intentional storytelling—stories that employees can relate to and that reinforce organisational purpose. After all, people remember stories, not dot points!
4. Local representation
Across the world, we’ve seen a decline in local journalism, with budget cuts leading to fewer reporters on the ground and more reliance on syndicated content. The risk? Losing the authenticity and depth that come from local perspectives.
In the Asia-Pacific, there’s a growing movement to bring local voices back into comms and media. One NGO shared how they travel to remote areas to meet grant recipients in person, ensuring their stories are told with empathy and accuracy.
For comms professionals, this is a powerful reminder: whenever possible, go beyond virtual interactions. Being present in communities and workplaces allows us to tell richer, more authentic stories.
5. The ‘Leaky Pipeline’
Women make up the majority of the PR workforce (66%), yet Board memberships remain overwhelmingly male (also 66%). Research presented by Melissa Arrulapan from Global Women in PR highlighted the systemic barriers holding women back, including:
Lack of flexible working policies
Caring responsibilities
Lack of transparency in recruitment and promotions
Ageism and workplace harassment
One of the most eye-opening stats was that many women leave PR not just due to childcare but because of mental health concerns. If we want to keep women in the industry and see them thrive, we need systemic change—more flexible work options, stronger role models, mentoring programs, and real leadership commitment to gender equity.
The comms community in the Asia-Pacific is tackling big challenges, but they’re also leading important conversations that have global relevance - which is why it’s so crucial we learn from the APAC region, and start taking some of their key tips to navigating the changing comms landscape.
