Expats moving around Asia are a common occurrence, even more so in the PR industry. Recruiting for roles in the region, I have seen a strong uptake of international applicants from all around the world, often including neighbouring countries. One of the reasons being the common ground often held in people’s ability to speak English.
In an industry where so much business is conducted over the phone, I have experienced what many of my PR contacts experience in their own jobs - the need to form rapport immediately through verbal communication, talking through subjects that often require an angle or explanation to make a point. The ability to do this in English opens up a whole network of contacts and possibilities.
Having said that, PR agencies in Asia tend to insist on local language skills when briefing out jobs at junior to mid level which require regular contact with the local media. But while it’s local languages that are requested, there is often an assumption that candidates moving in international PR circles are also able to speak English. This is becoming even more apparent in developing countries with China being a prime example. Many of the clients held in top tier PR agencies in the mainland are international brands where client feedback into the non-local head office is obviously important.
Searching for senior level roles brings about a change in the language skills required. It is expected that English is spoken at a professional level and meetings, which often host a number of different nationalities, are conducted in English as a common language.
But to say that language ability is the most important factor when considering a job in the PR sector in a new country would be to miss a very important point. In a recent conversation with the head of a Vietnamese agency, I asked whether him being an expat and unable to speak Vietnamese has ever proved problematic. He summed it up pretty succinctly when he said that for him it was more important to understand the culture and psyche of a foreign country than the language.
Finally, one last consideration when examining the importance of language ability in the PR sector is the subtle understanding provided by local candidates when working with head offices based overseas. Many mandates and directives passed down from headquarters based in foreign countries need more than a simple translation to make them work in different regions and countries.
Ultimately it’s the mix of language ability and cultural understanding at a local, regional and global level that is key to delivering effective campaigns in this increasingly ‘glocal’ sector.