Executive Certificate in Unlocking PR Essential Toolbox
Overview
Steve Jobs, co-founder of Apple embraced PR, and so do Richard Branson, founder of Virgin Group and Bill Gates, co-founder of Microsoft. How about you? In fact, Bill Gates once said, “If I was down to my last dollar, I’d spend it on public relations.” And these business titans are not alone in their fervent faith in PR. Many executives from companies feel the same.
The increasing complexity of today’s world and proliferation of hot and emerging trends have presented challenges for PR practitioners and business executives to stay ahead of the latest trends and learn to communicate effectively and tactfully, and at the right time. Being equipped with PR essential tools and getting prepared are all-time important.
The Hong Kong Public Relations Professionals’ Association (PRPA), in collaboration with the Hong Kong Management Association is organizing the “PRPA x HKMA Executive Certificate Course in PR” in November and December 2024, presenting the essential PR tools.
Course Content
The Course features 5 Saturday morning classes, centering around a wide range of PR practices — emerging art & culture and sports communication, all-the-time important marketing and corporate communications, media engagement as well as hot social media promotion. Attendees will be inspired by the speakers’ best practices and proven-effective PR strategies and skills to enhance their knowledge and to develop an all-rounded approach to their publicity and promotion work.
Topics and Learning Outcomes
Social media promotion has become an integral part of PR and marketing campaigns. How to develop the right social media marketing strategies, create catchy contents, employ the right channel, and use the correct medium as well as how to evaluate its effectiveness will be explored.
West Kowloon Cultural District is the first and the foremost arts hub in Hong Kong. How to leverage its various artistic units to elevate Hong Kong as an international arts and cultural metropolis, engage different stakeholders including the HKSAR Government as well as to manage its reputation and communication issues are unique and inspiring topics to this class.
“It takes 20 years to build a reputation and 5 minutes to ruin it.” Warren Buffett’s famous quote is more relevant than ever in today’s fast-paced world of digital information. The growing importance of corporate communication cannot be overstated as more communicators occupy seats at strategic levels of organizations. Other than developing effective communications strategies to build trust and credibility with stakeholders, they must also be capable of clearly delivering desired messages, especially when managing issues or crisis. In this session, a seasoned corporate communicator will share experience on stakeholder engagement, brand and reputation management, and what it takes to be a company spokesperson.
This class will equip attendees with essential skills to navigate the evolving media terrain. PR practitioners, marketing professionals and business executives will explore effective communication strategies, craft messages for news and business media, and deliver at the right time, and through the most suitable channels.
Amid the global sports and Olympic heat in recent years, it is opportune for attendees to know more about sports public relations. Not only to appreciate the efforts behind branding of Hong Kong athletes but also to learn internal and external communication strategies employed during the Olympic and Paralympic Games.
Who Should Attend
PR practitioners, marketing professionals, business executives, anyone who wishes to enhance their knowledge in PR.
Speakers
| Date | Speaker |
| 16 Nov | Ray Lam, Head of Content / Creative Director, PR & Influence, Ogilvy Hong Kong |
| Kiko Wong, Associate Account Director, Guru Online | |
| 23 Nov | Kenneth Ng, Director, External Affairs, West Kowloon Cultural District Authority |
| 30 Nov | May Wong, Founder, MW Communications Ltd (Former Head of Communications at MTR Corporation and Hang Seng Bank) |
| 7 Dec | Michelle Chan, Senior News Professional |
| Roger Wong, Chief Assignment Editor, Finance & Business, HK01 | |
| 14 Dec | Rainnie Ip, Public Affairs & Marketing Manager, Hong Kong Sports Institute (Vice Chairman of PRPA Steering Committee) |
KEY FEATURES
- The Course focuses on equipping attendees with the essential and sought-after knowledge and skills to effectively prepare for and manage communication issues and promotion campaigns.
- The Course covers diverse disciplines and practical topics under one umbrella to enhance attendees’ understanding of how the PR and media industry operates, with the aim of providing inspiration for their own campaigns.
- The Course features an impressive array of speakers in related disciplines who will share their successful experiences with attendees, offering tips on what works and what does not.
Date : 16 Nov – 14 Dec 2024 (Saturdays)
Time : 9:30am – 12:30pm
Fee : HK$3,500 (member) / HK$4,000 (non-member)
Speaker Profile
Ray LAM
Head of Content / Creative Director, PR & Influence, Ogilvy Hong Kong
As Head of Content, Ray Lam taps his deep creativity to tell differentiated stories across social media, PR and advertising and to drive defining results for clients.
Ray works with Ogilvy PR & Influence practice leads to design and implement creative content strategies for sectors spanning technology, finance, consumer and government. He has won over 20 awards for campaigns, including Marketing Magazine Golds for Best PR Idea, Best Video and Excellence in Social Media. Ray has also clinched Best Campaign Awards from YouTube and HK4As. With his team, Ray has worked with leading global brands including American Express, Mead Johnson, Nestle, Durex, Air New Zealand and Huawei Mobile.
Ray earned a Bachelor of Business Administration, majoring in Marketing, from Hong Kong Baptist University.
Kiko WONG
Associate Account Director, Guru Online
With over 10 years of experience in digital marketing, Kiko Wong has a strong background in providing data-driven solutions to help brands in the beauty, fashion, FMCG and Government sectors achieve remarkable digital campaign success and heighten brand awareness.
Kiko is passionate and professional in leveraging data insights to develop innovative campaigns that drive sales and engagement. Her extensive industry experience and expertise in crafting effective digital strategies make her a valuable asset in guiding brands through the complex world of online marketing and achieving their business goals.
Guru Online, a leading digital marketing agency that provides innovative solutions for various industries, was the first listed local agency in Hong Kong in 2015.
Kenneth NG
Director, External Affairs, West Kowloon Cultural District Authority
Kenneth Ng oversees both external and internal communications, corporate affairs, community relations, public engagement, media relations and issue management for the West Kowloon Cultural District Authority, as well as museums and other artistic units. He is also responsible for managing interfacing matters across all teams and departments, coordinating the Chief Executive Officer’s external engagement and communications, and leading strategic stakeholder engagement by working closely with external parties including the HKSAR Government.
Kenneth has led the transformative growth of the external affairs of the Authority, launching successful integrated publicity campaigns for the openings of two world-class museums in the West Kowloon Cultural District, namely M+, Asia’s first global museum of contemporary visual culture, in 2021, and Hong Kong Palace Museum in 2022. He successfully delivered the inaugural Hong Kong International Cultural Summit in 2024, forging new international partnerships and elevating Hong Kong’s presence on global cultural map.
Prior to joining the Authority, he served as the Political Assistant to Secretary for Constitutional and Mainland Affairs at the HKSAR Government (2017–2021), and was a prominent political journalist and news programme host in Hong Kong (2006–2017).
May WONG
Founder, MW Communications Ltd
A consummate communications professional of more than 35 years, May Wong is a veteran television journalist/broadcaster turned corporate communications specialist with expertise in the development of communications and brand strategies, media communication, crisis and issue management and executive presence. Among her many corporate roles, she headed the communications function and was a designated spokesperson at the MTR Corporation and Hang Seng Bank, where she was also a member of the executive committee.
May currently provides advisory and training services to major listed corporations, non-governmental organisations and government departments. As Adjunct Associate Professor in the Master of Bilingual Corporate Communication programme at the Hong Kong Polytechnic University, she supports the next generation of communicators to develop their craft. She is also a certified professional coach.
Michelle CHAN
Senior News Professional
With more than 20 years of experience in news reporting and management, Ms Chan has covered news topics including politics, economy, society and people’s livelihood in Hong Kong and the Mainland.
Being responsible for daily news, she has also produced and managed different news features, in-depth interviews, elections, major events, as well as mainland and foreign reporting operations.
An award-winning journalist, Ms Chan holds a master’s degree in journalism from the Chinese University of Hong Kong and a master’s degree in government and public administration from the City University of Hong Kong.
She has been a lecturer for journalism degree course at Hong Kong Shue Yan University for more than 10 years. Ms Chan is currently the Honorary Secretary of the Hong Kong News Executives’ Association in the Executive Committee (2024).
As the Chief News Editor of TVB News, she has trained many news professionals who love news and are committed to serving the society.
Roger WONG
Chief Assignment Editor, Finance & Business, HK01
With almost 15 years of experience in the media industry specializing in business news, Roger Wong is a veteran journalist knowing the online news ecosystem well. Prior to HK01, he worked in Bloomberg Business/Chinese Edition, Quamnet, and Next Magazine.
Meanwhile, Roger has assumed a teaching role at The Chinese University of Hong Kong for financial news writing. Previously, his news works or edited works won the Business Journalism Awards of HSUHK and the Citi Journalistic Excellence Award.
Rainnie IP
Public Affairs & Marketing Manager, Hong Kong Sports Institute
Engaged in sports public relations for more than 20 years, Rainnie steered numerous elite sports promotion and sponsorship projects, as well as strategic public relations and branding exercises of Hong Kong athletes participating in major international sports competitions including the Olympic and Paralympic Games.
With strong academic background, Rainnie has rich experience in commercial entities, statutory body, sports associations and charities. Being a professional master of ceremony, she has acted as guest speaker on corporate communications, sports promotion and sponsorship at universities and contributed articles to the mass media.
She is now Public Affairs & Marketing Manager of the Hong Kong Sports Institute and; Vice Chairman of the PRPA Steering Committee; and has been the External Module Examiner of the Marketing & Promotion Programme of the Vocational Training Council for eight academic years since 2016/17.
Information at a Glance
Code:
CF-80176-2024-1-FCommencement Date:
Tuition fee for Members:
HK$3,500Tuition fee for Non-members:
HK$4,000Medium of Instruction:
CantoneseMode of Instruction:
Face-to-faceEnquiry
Course Details
| Ms Lydia Lam | |
| Phone: | 2774 8552 |
| Email: | lydialam@hkma.org.hk |
General Enquiry / Course Enrolment / Membership Information
| Phone: | 2774 8500 / Ivy Ng 3468 6023 / Shino Choi 3468 6024 / Windy Ng 3468 6025 |
| Email: | hkma@hkma.org.hk |
| Fax: | 2365 1000 |