Cross-cultural Communication: How to Build Relationships in the APAC Region - IABC Asia Pacific Region

Natalie Coulson is the Managing Director of Thai agency Kicking Goals Marketing & Communications. She's also the Founder of a community for entrepreneurial women in Phuket, called Ladies Kicking Goals with over 360 members.

Originally from Sydney, Natalie is has a background as a Communications Consultant, supporting NSW Government in the Education, Business and Transport sectors. She also spent over 15 years in magazine publishing, both in Australia and Canada.

Since moving to Thailand almost 2 years ago, I've learnt a LOT about cross-cultural communication. Thailand is all about nuance, patience and steady relationship-building. That can be super frustrating for Westerners at first, until you realise it's all part of the Thai business culture. It's not about island life, but about building trust and gaining access to communities over time. Once the trust is there and you can build or tap into the right community (not easy to do at first), you can build very solid connections and get your message across easily!

She is excited to share her insights for those wanting to access Thailand, or to adopt their savvy strategies.

Kazuko Kotaki is an Associate Director at Edelman Japan, where she specializes in corporate communications, executive positioning, and cross-border public relations. She also serves as President of the IABC Japan Chapter. With extensive experience advising global and Japanese organizations, she supports clients in navigating complex reputational challenges and engaging diverse stakeholders across markets. Kazuko has worked on integrated communications programs spanning media relations, thought leadership, and executive positioning, with a particular focus on technology and innovation. She is passionate about fostering effective cross-cultural communication and helping organizations build trust in an increasingly interconnected world.

Maryanne Kepui (Australia / Papua New Guinea)

Maryanne is an award-winning senior professional with extensive experience in communication, branding, and change management. She brings a proven track record of success across high-profile government initiatives, multi-billion dollar hospital infrastructure projects, and global digital transformation within the mining sector. Maryanne has a unique ability to blend cultural insight with people engagement to deliver impactful facilitation that resonates across diverse audiences and industries. She is the Founder and Principal Consultant of Wanbel Consulting Cross-Cultural Specialists, a small business established in 2021 delivering cultural awareness training, communication services and project change delivery for those interested in Papua New Guinea.