Asia Pacific is host to vast distances, a diversity of languages and cultures, and infrastructures ranging from what could be classified as "underdeveloped" all the way up to the most modern and cosmopolitan places in the world. In all, these countries span two-thirds of the earth's surface and are home to half of its people. China alone, with a population of over one billion, is home to one-fifth of the world's population. Together, Asia's many and varied countries and cultures make up a region that is rapidly becoming one of the world's economic giants.

Despite knowing Asia's importance and wanting to tap into its enormous business opportunities, many international organizations still, surprisingly, try to apply Western practices to their business dealings in Asia -- only to be disappointed when the results are not what they expected.

The same is true of communications. The roots and basic disciplines of public relations are international. However, there are many techniques and practices used in Western countries that are just not applicable, or even appropriate, for the complex and varied audiences of Asia. Words to the wise: Forget the one-size-fits-all approach when you're doing a PR program in Asia. What"'sells" in one country may not necessarily sell in another.

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