This week we caught up with Angela Leung who spoke about doing comms in the music industry and the non-profit sector. She also offered tips for foreign comms professionals looking to succeed in Asian markets.

Tell us about your current role at Warner Music.
I partner with the rest of Warner Music Group’s global comms team and internal stakeholders to develop the company’s internal and external communications strategies for Asia. In this role, I get to amplify Warner Music Group’s corporate, recorded music, and music publishing efforts in the region and showcase our work supporting our artists and songwriters on a global stage.

What is the next frontier for the music industry? Does it have any impact on comms?
The music industry is always about connecting amazing artists with large audiences. There have been waves of new formats - vinyl, cassettes, CDs, downloads, streaming services, social platforms, in-game and fitness experiences - but the creative heart of the industry remains the same. The same is true as we begin our integration into the Web3 world of NFTs, blockchain and the metaverse. Such developments will not only change the way music is consumed but also the way in which fans engage with the industry. For comms professionals, this frontier offers a new touchpoint that they could connect on - the metaverse is a place of culture and digital identity where practitioners may explore their full potential and reach audiences in new and unique ways.

You oversee comms strategies in different markets across Asia. What are some tips for foreign comms professionals to do comms in Asia?
One of the most common things that comms professionals tend to underestimate is how diverse Asia is. Corporate Communications in this region is challenging as there is a vast language and cultural difference between each of the countries. Economic developments, technologies and political structures that shape media landscapes also vary significantly from nation to nation. This means that a “universal” communications strategy will not be effective in Asia and professionals will need to stay in tune with the cultures, societies and nuances of the countries that make up the region.

Broadly speaking, pitching in local languages, and having designated local spokespeople, would be advantageous. In markets such as Cambodia, China, Indonesia, Japan, Taiwan, Thailand, South Korea, and Vietnam, local language communication is essential to gain any traction with the media, as more than 90 percent of their news is published in local language. In other markets, distribution in English is acceptable as it is fairly widely spoken.

Customizing your messages for local audiences is also important. Any news releases that showcase domestic stories, or feature case studies with local relevance, will always increase the chances of them being picked up by the media. Comms practitioners should also be aware of factors such as local practices, the backgrounds of media outlets, and general audience preferences.

Finally, knowing the political environments, as well as any ethnic and religious sensitivities of the markets will go a long way. Asia is a multi-ethnic and multi-cultural society - so take extra care to ensure that your media content is ethnically and religiously sensitive and take note of the relevant governments’ policies and the public’s interests.

You headed comms for the Society for the Prevention of Cruelty to Animals, what is unique about doing comms in NGOs that differs from working in comms in listed companies?
Corporate Communications for NGOs require a different approach, as they are driven by their unique sets of goals:

Their missions are different - NGOs are driven by their social purposes and are fully focused on the social values they create within the society. Given that their missions are different, messaging will also be different, even if the strategies and platforms used are the same.

They have a distinct target audience - companies rely on customers to drive their revenues and success. Non-profits, on the other hand, rely on mainly volunteers and donors to succeed. That’s why strategies that relate to storytelling and emotional connection with people are particularly important for NGOs. And, as donations could be coming from individuals, corporations, or foundations, it is important to segment these audiences as the strategies used to engage each group could vary greatly.

Media relations are critical - NGOs often have constrained communications budgets, so a unique media pitching and media relationships approach is essential, as very often, non-profits will need to craft impactful and memorable campaigns with few resources.

You come from a legal background, how did you apply the knowledge and skills you gained to doing comms?
Working in comms is very similar to practicing law: you’re always researching and addressing issues, determining what you want to achieve, targeting your audience, and planning your messages in order to reach a particular result. The only difference is comms professionals advise on the public implication of decisions, while lawyers counsel on the legal implications of actions.

Lastly, what’s one of the proudest achievements in your career?
Getting to be a member of the official delegation that accompanied New Zealand’s Prime Minister, the Rt. Hon. Sir John Key, during his official visits to China. We were there for diplomatic meetings with the then-Chinese President Hu Jintao and Premier Wen Jiabao.