As a specialist in PR and communications recruitment for the past 16 years in London and more recently Asia, I have noticed that the skills and attributes required in Asia are quite different from those required in Europe.

The most sought after candidates in Hong Kong, China and Singapore generally have the following skills and experience:

• Hong Kong Chinese, PRC or Singaporean nationality
• Spoken and written fluency in Mandarin, Cantonese and English
• On the ground experience and knowledge in those markets
• Experience gained within a leading PR consultancy or MNC or preferably both
• Educated or some work experience gained in the West

If you have these skills, you will be well on your way to developing a good career in PR. In some cases however, even the above is not enough.
PR is about effective communications and understanding your audience. How you communicate to your client or internal stakeholders is crucial. Being a trusted advisor to senior management and knowing how to push back are key skills that will put you head and shoulders ahead of your peers in terms of desirability for employers.

The personality of a PR person is just as important. Being a team player, loyal, committed, proactive, creative, outgoing and tenacious will make you stand out from the crowd. Flexibility and being able to adapt to change should also feature in a PR’s persona.

There is a misconception in Asia that moving jobs frequently is a good way to develop your career. It’s not. Job hoppers are frowned upon as it shows an inability to commit and a lack of loyalty. Employers are reluctant to invest in, train and develop a person and introduce them to clients or senior management if they are going to stay with the firm for a short time.

Receiving training and development throughout your career is essential so choosing companies that offer this should be important when considering your next move. You will be far more employable to future companies as you will be able to hit the ground running.

My advice to anyone in Asia looking to progress their career in PR is to really look at how you can develop your PR skills internally. Progressing your career in PR does not necessarily mean moving jobs. Take advantage of senior people in the organisation and learn from them. Try and take on as much responsibility as you can to broaden your experience and finally constantly show your desire to learn and expand your skills.

Emma Dale is director of Prospect Resourcing Asia.