Hoffman Asia Pacific employs a broad-based approach, with four main elements to the services we offer:

Traditional PR

Most of the PR programs we implement in the Asia Pacific region emphasize traditional tactics revolving around media relations.

In working with reporters in Asia Pacific, it's the relationship that creates the share-of-mind and leads your information to the printed page. That's why we manage PR programs at a regional level, but execute the tactics on a country-by-country basis. This way, whether it's the South China Morning Post (Hong Kong), the Nikkei (Japan), or the Beijing Youth Daily (China), the one constant is the leveraging of local relationships.

Marketing Communications

Unlike in the United States, "PR" and "marketing communications" are used interchangeably in Asia Pacific. PR programs often fall under the domain of the marcom manager (as opposed to a PR manager).

Toward this end, we've developed our Asia Pacific operation to deliver marcom as well as PR services. We've handled activities ranging from direct mail campaigns to customer events to product brochures.

Finally, we recognize that simply localizing and translating sales can by itself turn into a time-consuming chore, so we've set up our operation to handle this activity as well.

Interactive Marketing

The Internet by definition constitutes a global medium, yet many high-tech and Internet companies don't venture beyond the U.S. boundaries when it comes to interactive marketing. We can fill this void in Asia Pacific.

Our interactive marketing services include a program for driving Asia Pacific traffic to your site. We can also build country-centric electronic press rooms based on your existing press materials, and even host and maintain the electronic press room as well as promote it to the local media. And we can extend your U.S. interactive campaigns to Asia Pacific. As part of our interactive work on behalf of think3, for example, we conducted a naming contest over the Net which targeted the Asia Pacific region. By promoting the contest in Asia Pacific, we triggered almost 10,000 entries from the region.

Community Affairs

It stands to reason that the more a company becomes an asset to the local economy and a good community citizen, the stronger its image becomes in a given country.

Obviously, this goal can only be attained through a consistent program and requires the PR effort to reach beyond media relations. Activities ranging from sharing expertise with a local university to donating products or services to a local charity to creating some type of link to government all speak to this point. Such a program fortifies your company's image for the long term.

Our contacts with local government agencies, universities, etc., enable us to implement programs with your long-term image in mind.

Please check our regional office pages, too, for more detailed information about the kinds of services offered.

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