Table Of ContentAsian Perspectives on the
Development of Public Relations
DOI: 10.1057/9781137398154.0001
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R. A. Houston: The Coroners of Northern Britain c. 1300–1700
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DOI: 10.1057/9781137398154.0001
Asian Perspectives
on the Development
of Public Relations:
Other Voices
Edited by
Tom Watson
Professor of Public Relations, The Media School,
Bournemouth University, UK
DOI: 10.1057/9781137398154.0001
Selection and Editorial matter © Tom Watson 2014
Individual chapters © the contributors 2014
Softcover reprint of the hardcover 1st edition 2014 978-1-137-39813-0
All rights reserved. No reproduction, copy or transmission of this
publication may be made without written permission.
No portion of this publication may be reproduced, copied or transmitted
save with written permission or in accordance with the provisions of the
Copyright, Designs and Patents Act 1988, or under the terms of any licence
permitting limited copying issued by the Copyright Licensing Agency,
Saffron House, 6–10 Kirby Street, London EC1N 8TS.
Any person who does any unauthorized act in relation to this publication
may be liable to criminal prosecution and civil claims for damages.
The authors have asserted their rights to be identified as the authors of this work
in accordance with the Copyright, Designs and Patents Act 1988.
First published 2014 by
PALGRAVE MACMILLAN
Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan in the US is a division of St Martin’s Press LLC,
175 Fifth Avenue, New York, NY 10010.
Palgrave Macmillan is the global academic imprint of the above companies
and has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States,
the United Kingdom, Europe and other countries.
ISBN: 978–1–137–39815–4 PDF
ISBN: 978-1-137-39813-0
A catalogue record for this book is available from the British Library.
A catalog record for this book is available from the Library of Congress.
www.palgrave.com/pivot
doi: 10.1057/9781137398154
This series is dedicated to my wife, Jenny, who has endured
three decades of my practice and research in public rela-
tions (‘I’ll be finished soon’ has been my response to her
on too many occasions), and to the scholars and practi-
tioners who have embraced and contributed so much to
the International History of Public Relations Conference.
They have come to Bournemouth University each year
from around the world and reinvigorated the scholarship
of public relations history. I hope everyone enjoys this
series and are inspired to develop their research.
Tom Watson
DOI: 10.1057/9781137398154.0001
Contents
Series Editor’s Preface viii
Tom Watson
Notes on Contributors xi
Introduction 1
Tom Watson
1 Australasia: Australia and New Zealand 4
Mark Sheehan (Australia) and
Chris Galloway (New Zealand)
2 China 20
Chun-Ju Flora Hung-Baesecke and
Yi-Ru Regina Chen
3 India 34
John V. Vil’Anilam
4 Indonesia 48
Gregoria Arum Yudarwati
5 Japan 63
Koichi Yamamura, Seiya Ikari and
Takashi Kenmochi
6 Malaysia 78
Zeti Azreen Ahmad
7 The Philippines 91
Marianne D. Sison and Zeny Sarabia-Panol
8 Singapore 105
May O. Lwin and Augustine Pang
vi DOI: 10.1057/9781137398154.0001
Contents vii
9 Taiwan 114
Yi-Chen Wu and Ying-Ju Lai
10 Thailand 128
Napawan Tantivejakul
11 Vietnam 144
Loan T. H. Van
Index 158
DOI: 10.1057/9781137398154.0001
Series Editor’s Preface
This series will make a major contribution to the history
and historiography of public relations (PR). Until recently
publications and conference papers have focused mainly
on American tropes that PR was invented in the United
States, although there have been British and German
challenges to this claim. There are, however, emerging
narratives that public relations-type activity developed in
many countries in other bureaucratic and cultural forms
that only came in contact with Anglo-American practice
recently.
The scholarship of public relations has largely been
driven by US perspectives with a limited level of research
undertaken in the UK and Central Europe. This has been
reflected in general PR texts, which mostly tell the story
of PR’s development from the US experience. Following
the establishment of the International History of Public
Relations Conference (IHPRC), first held in 2010, it is evi-
dent there is an increasing level of research, reflection and
scholarship outside Anglo-America and Central European
orbits.
From IHPRC and a recent expansion of publishing in
public relations academic journals, new national perspec-
tives on the formation of public relations structures and
practices are being published and discussed. Some reflect
Anglo-American influences while others have evolved
from national cultural and communication practices with
a sideways glace at international practices.
I am attached to the notion of ‘other’ both in its post-
modern concept and a desire to create a more authentic
viii DOI: 10.1057/9781137398154.0002
Series Editor’s Preface ix
approach to the history of public relations. It was the UK public rela-
tions scholar and historian Professor Jacquie L’Etang who first used ‘the
other’ in discussion with me. It immediately encapsulated my concerns
about some recent historical writing, especially from countries outside
Western Europe and North America. There was much evidence that
‘western hegemonic public relations’ was influencing authors to make
their national histories conform to the primacy of the US. Often it was
processed through the four models of Grunig and Hunt (1984). This
approach did not take account of the social, cultural and political forces
that formed each nation’s approach to PR. It was also dull reading.
National Perspectives on the Development of Public Relations: Other Voices
will be the first series to bring forward these different, sometimes alter-
native and culturally diverse, national histories of public relations in a
single format. Some will be appearing for the first time. In this series,
national narratives are introduced and discussed, enabling the develop-
ment of new or complementary theories on the establishment of public
relations around the world.
Overall, the series has three aims:
(cid:21) Introduce national perspectives on the formation of public relations
practices and structures in countries outside Western Europe and
North America;
(cid:21) Challenge existing US-centric modelling of public relations;
(cid:21) Aid the formation of new knowledge and theory on the formation
of public relations practices and structures by offering accessible
publications of high quality.
Five of the books will focus on national public relations narratives which
are collected together on a continental basis: Asia and Australasia,
Eastern Europe and Russia, Middle East and Africa, Latin America and
Caribbean, and Western Europe. The sixth book addresses historio-
graphic interpretations and theorization of public relations history.
Rather than requesting authors to write in a prescribed format, which
leaves little flexibility, they have been encouraged to research and write
historical narratives and analysis that are pertinent to a particular
country or region. My view is that a national historical account of pub-
lic relations’ evolution will be more prized and exciting to read if the
author is encouraged to present a narrative of how it developed over one
or more particular periods (determined by what is appropriate in that
country), considering why one or two particular PR events or persons
DOI: 10.1057/9781137398154.0002
