InfoQuest Hosts Seminar to Promote Best PR Practices in Thailand

2017-06-02 11:39

Joins Hands with PR Newswire to Lead Discussion on "Catching Global PR Trend in Digital Era"

BANGKOK, June 2, 2017 /PRNewswire/ -- InfoQuest Ltd., Thailand's leading online news agency and a provider of data analysis tools that help readers make better investment and trading decisions, and PR Newswire, the premier global provider of media monitoring platforms and news distribution services, have co-hosted a seminar for local Thai marketers, PR practitioners and communicators, providing a forum for them to learn from and share ideas with some of the world's top industry thought leaders. The event, titled "Catching Global PR Trend in Digital Era", featured presentations from Jeremy Thompson, CEO of Cision and PR Newswire, EMEA & India; Yujie Chen, Senior Vice President, Asia Pacific at PR Newswire; and Busarin Treerapongpichit, former Business Editor of The Bangkok Post.

Participants at the InfoQuest & PR Newswire’s “Catching Global PR Trend in Digital Era” Seminar 
Participants at the InfoQuest & PR Newswire’s “Catching Global PR Trend in Digital Era” Seminar

Representatives from Thai media outlets, marketing agencies and PR firms attended the seminar, highlighting the rapidly-growing and increasingly diverse industrial landscape in Thailand. The event allowed the featured experts to lay out the opportunities and challenges facing marketing professionals in Thailand. Globalization gives Thai businesses greater access to global markets, and InfoQuest and PR Newswire's powerful distribution tools offer an invaluable advantage in terms of visibility, but raising a company's profile requires quality interesting content that is tailored to local markets that are diverse, fragmented and constantly evolving.

In addition to the presentations given by the featured speakers, the event provided a forum for those in attendance to share best practices and ideas about how to stay ahead of the PR curve as Thailand's economy continues to rebound.

As Thailand's economy continues to modernize and grow, businesses here need to master the skills necessary to succeed in a global marketplace. One of those skills is how to effectively communicate their message to audiences that are fragmented and spread out across multiple channels. InfoQuest is committed to partnering with Thai companies to help them make sure that their messages are heard.

"Holding this kind of seminar is very important for marketing and PR professionals in Thailand." said Pannee Yongpiyakul, Managing Director of InfoQuest. "InfoQuest hopes this seminar is highly engaging, fruitful and beneficial for the participants as we are committed to seek for the best solutions to support our customers' businesses and this seminar is part of our mission to do so."

"PR Newswire is proud to partner with InfoQuest in organizing this forum," said Yujie Chen, Senior Vice President, Asia Pacific at PR Newswire. "PR Newswire and Cision share InfoQuest's desire to help empower Thai businesses to share their stories with the world. Our news distribution and media monitoring tools give companies a peerless platform to broadcast their messages from and measure their success. To maximize the effectiveness of these tools, marketing and PR professionals need to know how to shape and target their content. We're excited that so many business participated in the seminar and look forward to working with them through our partnership with InfoQuest."

Paid media is losing efficacy

Understanding the media landscape of target markets is key to rolling out a successful PR campaign. Understanding the characteristics of the different media allows brands to distribute their content via the right media channels to reach their target audience and gain attention. Determining the right distribution channel is crucial as it not only increases the brand's online visibility but also attributes ROI to the media channels, especially earned media.

Jeremy Thompson, CEO of Cision and PR Newswire, EMEA & India 
Jeremy Thompson, CEO of Cision and PR Newswire, EMEA & India

"Paid media is losing efficacy as consumers are increasingly resistance to advertising by using ad blockers. On the other hand, earned media is gaining more attention among marketers and communicators for being a credible information source," said Jeremy Thompson, CEO of Cision and PR Newswire, EMEA & India. He also added that based on research, people find reviews, critiques, comments, and shared posts, especially from people who they know, as well as the number of "likes", much more reliable compared to the unconvincing words in advertisements.

Thompson also emphasized the importance of using social media to distribute branded content in the digital era. He explained that including multimedia elements, such as videos and animated assets, within content will drive more views and engagement within the target audience. Furthermore, it solidifies the mechanism of earned media as it allows word of mouth to spread digitally, making it easier to collect data and statistics for further analysis to plan for next round of communications.

The Changing Media Landscape in China: New Challenges and Opportunities for Thai Companies

Yujie Chen, SVP of PR Newswire, discussed opportunities in China for Thai brands 
Yujie Chen, SVP of PR Newswire, discussed opportunities in China for Thai brands

"Technology and massive levels of investment have been pomoting a constant, rapid evolution of the media landscape in China and throughout much of the world, especially in terms of online and social meda platforms. This trend brings both opportunities and challenges," said Yujie Chen, Senior Vice President, Asia Pacific at PR Newswire. According to Chen, China's media landscape is highly fragmented and traditional media outlets are losing their influence due to the emergence of new media and the prevalence of social media channels. Although popular western social media platforms such as Facebook, Twitter, Line, and Instagram are blocked in China, Chen highlighted that local channels such as Weibo, WeChat, and Baidu are gaining influence in China's media landscape. This disruptive and transformative change has brought many challenges and offers many opportunities to Thai businesses.

Thailand Media Trend in Digital Era

Khun Busarin highlighted challenges faced by the Thai media industry in the digital age 
Khun Busarin highlighted challenges faced by the Thai media industry in the digital age

"The Thai media industry has changed enormously since the rise of digital platforms," said Busarin Treerapongpichit, former Business Editor at The Bangkok Post. "Digitalization leads to change in consumer behavior, with more people shifting away from traditional media to digital channels." She further commented that this had led to the closure of many Thai publications due to significant reduction in advertising revenue. This inevitably forces PR agencies to find other effective media channels to replace them.

Since the media landscape has changed irrevocably, the PR world has to adapt the way they pitch to and work with the media. Being an effective strategic communicator is an essential first step to coping with the changes brought on by the digital era. The PR industry needs to analyze the strengths and weakness of digital media to identify gaps and develop their communication strategy effectively. In addition, PR professionals must change their perspectives and be more proactive in their media engagement approach by defining clearer objectives, identifying their target audience and establishing the most effective ways to reach them.

View photos from the seminar at

About InfoQuest Limited

InfoQuest Ltd. is an online news agency and a service provider of news and data through the premier, real-time online system in Thailand. In addition to online news and data produced by editorial and content development teams, InfoQuest also aggregates news and data from hundreds of sources, while providing technical analysis tool for better investment and trading decisions. Content coverage includes local newspapers, local and international news agencies, research centers, securities companies, credit rating agencies, and government agencies, as well as financial news and data from national and worldwide sources. InfoQuest also offers press release distribution service domestically and internationally to various global destinations. Visit

About PR Newswire

PR Newswire, a Cision company, is the premier global provider of media monitoring platforms and news distribution services that marketers, corporate communicators and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content -- and then distribute and measure results. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions. Visit


Pimoltip Premsirisak
InfoQuest Limited
T.  +66-2253-5000 ext. 223
F.  +66-2651-4701

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Source: InfoQuest