Richard Tsang Chairman Strategic Public Relations Group

Transcription

1 Richard Tsang Chairman Strategic Public Relations Group 22 November 2016

2 Currently holds over 50 board, committee and advisory positions in various business, religious, education and non-governmental organisations Global Chairman, Public Relations Organisation International Active member of the industry Hong Kong - Council Member of the Hong Kong Institute of Directors - Trustee, Ocean Park Conservation Foundation Hong Kong - Treasurer, The Methodist Church, Hong Kong - Board Member, Hong Kong Bible Society - Advisor, Hong Kong Public Relations Professionals Association - Committee Member of Group 18 (Non-Manufacturing I - Support Services), Federation of Hong Kong Industries - Council Member of Hong Kong Q-Mark Council - Caring Company Scheme Steering Committee Member of The Hong Kong Council of Social Service - Member Hong Kong Council on Smoking and Health (COSH) - Honorary Media Relations Adviser to Hong Kong Securities Association Limited - Advisor, Alumni Association of the School of Journalism and Communication, the Chinese University of Hong Kong - Committee Member of Hong Kong Trade Development Council Professional Services Advisory Committee ( ) China - Permanent Vice Board Chairman, China Business Update, China Shippers Association of Ministry of Commerce of the People s Republic of China - Vice Board Chairman, Council of World Market, Shanghai Foreign Economic Relation & Trade Commission - Special Researcher of the China International Economic Development Research Centre 2

3 Recognition for excellence 2003 Young Entrepreneur Award - DHL/SCMP Hong Kong Business Awards 2006 China Enterprise Award for Creative Businessmen, presented by China Marketing Association and China Enterprise News The 3 rd Outstanding Leader of Reform in a Chinese Enterprise Award, organised by the Institute of Industrial Economics of Chinese Academy of Social Services and the China Development Research Institution, et al. in Great Wall Patriotic Contribution Award 2008 Outstanding Leaders of Reform & Innovation, presented by China International Economic Development Research Centre Excellence in Achievement of World Chinese Youth Entrepreneurs, presented by the Yazhou Zhoukan and World Federation of Chinese Entrepreneurs Organisation in 2009 Asia Pacific Entrepreneurship Awards Outstanding Entrepreneurship Awards by Enterprise Asia 2009 and The Most Outstanding Professionals in the Public Relations Sector, presented by the PRC Management Science Research Institute and the Association for the Promotion of Competitiveness of PRC Enterprises Outstanding Contributors to Social Harmony in China named by the Association for the Promotion of Trade of China in 2009 Outstanding Business Innovators in China 2009 by China Enterprise Innovation Forum Organising Committee Top 10 Outstanding Leaders in Brand Building in China by China United Business News Agency et al. in 2010 Outstanding Individual Achievement by 2012 Asia-Pacific SABRE Awards Asia Power List The 50 Most Influential People in PR by PRWeek Asia Listed in 2015 Debrett s Hong Kong 100 The100 Most Influential People in Hong Kong Included in PRWeek s Global Power Book 2015 and 2016 Innovator 25 Asia-Pacific 2016 by The Holmes Report Honoured member of the International Who s Who of Professionals, granted by the Who s Who Historical Society Academic contributions Part-time lecturer at the Chinese University of Hong Kong, School of Journalism and Communications for undergraduate and post graduate programmes Advisory Committee Member of the Bachelor of Journalism and Communication (Honours) Programme (BJC) of Hang Seng Management College as well as Department of Journalism and Communication of Hong Kong Shue Yan University Advisor to AIESEC-LC-CUHK and HKFBS Co-author of Public Relations Theory, published by Commercial Press Hong Kong Limited 3

4 Agenda Overview of the PR Industry Defining Public Relations Roles and Practices General Responsibilities Specialties in PR Agency Career vs In-House Career Career in International Agency vs Local Agency Career Ladder How to Prepare Yourself Salary Index About Strategic Public Relations Group & Strategic CSR Network 4 4

5 What is PR? 5 5

6 What We re Really Doing Communications Obtaining support Solving problems Building relations with relevant stakeholders COMPANY Creating a favourable impression Creating image Enhancing understanding Changing perceptions 6

7 General Roles and Practices 7 7

8 What PR Specialist You Want To Be Financial Corporate Marketing Others Investor relations Financial communications Corporate branding/positioning Corporate affairs/marketing Corporate identity Internal and external communications Business to Business (B2B) Business to Consumer (B2C) O2O communications Specialised PR disciplines CSR Crisis/Issues management Government relations and public affairs Lobbying Event management Editorial support and production 8

9 In-house vs Agency In-house Agency Relatively small team Larger in scale One experienced local professional leads one or several junior staff members Professionals with experience in different PR disciplines or relevant Industries Directly reports to senior management Possesses support services Responsible for internal and external activities Worldwide network/ affiliation 9

10 In-house vs Agency Advantages Advantages In-house Familiar with the organisation Possesses specialised knowledge of a particular trade or industry Easier access to internal information and communications Day-to-day contact with the management More qualified to serve as the company s spokesperson Can take action and make decisions promptly Agency Advantages As an independent adviser, more objective able and willing to criticise Wider experience and higher level of professionalism Close contact with society and easier access to different audiences More facilities and resources benefit from economies of scale Provides full breadth of services and access to international network Wider career prospects for practitioners 10

11 In-house vs Agency Disadvantages Disadvantages In-house Limited career prospects Lack expertise in certain areas Lose business contacts and influence due to an ever-changing environment May not be respected by the management Regarded as biased towards the organisation Lack the resources to organise largescale activities Agency Disadvantages Less intimate ties with the client regarded as an outsider Limited knowledge of the client s trade and industry Lack of internal communications with the client, and cannot make decisions on their behalf Relatively expensive leading to limited involvement More procedures requiring approval, and efficiency may be affected by the client s contacts Shared loyalties between clients 11

12 Multinational vs Local Multinational Able to provide one-stop solutions to clients, ranging from marketing strategies to related services such as PR International exposure Opportunity to handle higher net-worth clients with relatively larger budgets Departmental collaboration and more corporate policies to follow May require greater effort to adopt to local culture and join local business networks Local May only provide a limited range of services and focus only on one or a few specialties Specialisation in local or smaller regional markets Relatively lower budgets and resources Greater flexibility in terms of adapting to change More local insights, cultural sensitivity and local connections 12

13 Career Ladder Richard 13

14 If You Want To Join Us Hello! Hola! Bonjour! Find Vacancies Interview A Good PR Practitioner at an Entry-level Position 你好! Recruitment section of the agency s website Trade journals Campaign Marketing Magazine Job-seeker portals LinkedIn University s career centre Attend recruitment talks hosted by agencies and firms of related industries Gain internship experience when possible Be presentable Have some knowledge and understanding of the industry and the background of the specific agency Keep abreast of current issues/hot topics in the community Show your eagerness to join the profession Show your true value Good language and writing skills Good common sense Team spirit Commitment, perseverance and willingness to handle trivial tasks, as well as long working hours Continuously upgrade skills and build industry knowledge Be creative and keep abreast of current affairs 14

15 Salary Index Agency Career in HK Position in Agency Responsibility Annual Salaries (HKD) Account Servicing Professionals Account Executive to Assistant Manager Execute client programmes Account Leaders Account Manager to Assistant Director Manage client relations and programmes, as well as responsible for account development Management Account Director, Managing Director, Regional Director Responsible for management of the company, business and staff development, as well as promoting the company 150K 360K 360K 840K 840K 2M+ Source: Gemini Personnel Guide to HK Market Salaries 2016 Q3 15

16 To Learn More about the PR Industry TVB Oriental Daily 16

17 To Learn More about the PR Industry Campaign Magazine The Holmes Report Marketing Magazine PR News Mumbrella 17

18 About Strategic CSR Network 18

19 Our Vision We Care We cherish the communities in which we live and work, and are committed to making a difference in society through our actions. We Connect We connect corporations, NGOs, charities and volunteers; working together as long-term partners to support local communities. We Contribute We collect products donated by corporations, and through organising/participating in community events on a regular basis, we distribute such products to those in need. 19

20 How the CSR Platform Works Event and donation updates are posted on Facebook, as well as our requests for volunteers, which is supported by online registration. All donated products are sorted and stored in our storeroom, and are managed by our CSR officer. After each event, an event summary is issued to the donor covering the needs of the target group and products delivered. DONORS NGOS/CHARITIES VOLUNTEERS Aside from new products, SCSR collects sound reusable items including samples, displays and off-season products. Donors can save storage space and reduce administrative costs, while avoiding solid waste. We partner with NGOs/charities with reputable backgrounds. We take responsibility for logistics coordination and volunteer recruitment of community events. Products and daily essentials are distributed to beneficiaries via community activities by NGOs/ charities or SCSR events. We align with different parties, including corporations, donors, schools and professional associations to recruit volunteers. Volunteers from different sectors are involved in distributing products, as well as offering emotional support. BENEFICIARIES 20

21 Beneficiaries 21

22 Achievements 22

23 About SPRG 23

24 Strategic Public Relations Group Established in July 1995 One of the largest public relations networks in Asia and Hong Kong s largest public relations consultancy Integrated public relations group and an investor relations/financial communications specialist 300 professionals Over 300 retainer clients in the Asia Pacific region 160+ listed company retainer clients Completed 340+ new listings Industry award winner 10 offices in the region plus a cohesive global affiliation network covering over 110 cities Beijing Shanghai Taiwan Hong Kong Guangzhou Malaysia Singapore SPRG member companies 24

25 Professional Services Media relations Corporate social responsibility communications Investor relations Lifestyle and fashion marketing Consumer PR and event marketing Hospitality/ tourism marketing IPO communications Automobile marketing communications B2B communications Healthcare and pharmaceutical marketing Community services Marketing/brand communications Production Corporate/financial communications Sports marketing/ communications Issues and crisis management Editorial and translation Public affairs/ government relations Media skills training IT/digital media marketing Conference organisation 25

26 PR Network PROI Worldwide SPRG is a partner of PROI Worldwide Founded in 1970, PROI Worldwide is the world s oldest partnership of independent public relations firms and the largest by fee income which collectively earned HK$5.44 billion (US$702+ million) in professional fees in 2015 by serving 6,300+ clients worldwide The 75 partner firms are either the leading firm or among the top firms in their respective markets With our own network, PROI Worldwide and other partners, SPRG has access to over 110 cities around the world 26

27 Industry Recognition Agency-Specific Awards Earned over 170 accolades in recent years Campaign GREATER CHINA AGENCY OF THE YEAR Greater China Independent Agency of the Year (2012) PRWEEK AWARDS ASIA Asia Pacific Network of the Year (2010) Global Agency Business Report 2016 Ranked 68 th Marketing AGENCY OF THE YEAR Local Hero PR Agency in Hong Kong (2016) Local Hero PR Agency in Hong Kong (2013) Top Ten PR Agencies in Singapore (2013) Local Hero PR Agency in Hong Kong (2012) Local Hero PR Agency in Hong Kong (2011) Local Hero PR Agency in Hong Kong (2010) Local Hero Media Relations Agency in Hong Kong (2010) PR AWARDS HONG KONG Best of Show Agency (2016) Best Crisis Management Team (2014) The Holmes Report ASIA PACIFIC SABRE AWARDS Asia Pacific Financial Consultancy of the Year (2011) TOP 250 GLOBAL RANKINGS 2016 The only HK-based network Ranked 78 th ASIAN CONSULTANCY REPORT CARD Hong Kong Consultancy of the Year (2009) MR RICHARD TSANG S PERSONAL SABRE AWARD The Innovator 25 (2016) Outstanding Individual Achievement (2012) The Stevie Awards INTERNATIONAL BUSINESS AWARDS Public Relations Agency of the Year in Asia Pacific (2016) Public Relations Agency of the Year in Asia (2016) Public Relations Agency of the Year in Asia Pacific (2015) Public Relations Agency of the Year in Asia (2015) Public Relations Agency of the Year in Asia Pacific (2014) Public Relations Agency of the Year in Asia (2013) Public Relations Agency of the Year in Asia (2014) Grand Stevie Award Winner (2013) STRATEGIC CSR NETWORK AWARD Innovation in Community Relations or Public Service Communications (2016) Corporate Social Responsibility Programme in Asia (2016) Corporate Social Responsibility Programme in Asia Pacific (2016) Best Financial PR Firm Asia ( ) Asian Excellence Recognition Awards Corporate Governance Asia Caring Company ( ) The Hong Kong Council of Social Services Certificate of Merit ( ) HSBC Living Business Awards Investment in People Award (2009 & 2016) SME CSR Award (2016) Asia Responsible Entrepreneurship Awards Gold Trophy(2016) Asia Pacific Entrepreneurship Awards Class of Excellence ( ) Class of Good ( ) Hong Kong Awards for Environmental Excellence Environmental Campaign Committee Hong Kong Outstanding Corporate Citizenship Logo ( ) Hong Kong Productivity Council Happy Organization Label Scheme (2015 & 2016) The Hong Kong Productivity Council Social Caring Pledge Scheme (2015/16) Social Enterprise Research Institute Good MPF Employer (2014/15 & 2015/16) Mandatory Provident Fund Scheme Authority Inclusive Organisation (2014) Labour and Welfare Bureau Family-Friendly Employer (2011 & 2013/14) Family-Friendly Employers Award The Family Council Manpower Developers (2016) ERB Manpower Developer Award Scheme Certificate of Recognition (2013) The Second Hong Kong SME Business Sustainability Index 27

28 Other Industry Recognition Earned over 170 accolades in recent years PRWEEK AWARDS Certificate of Excellence Nonprofit Campaign of the Year (2013) Client: HOPE Foundation for Cancer Care Corporate Branding Campaign of the Year (2011) Client: 3D-GOLD Jewellery (HK) Ltd. Financial Communications Campaign of the Year (2011) Client: Active Group Holdings Ltd. CSR Campaign of the Year (2010) Client: Uni-President Health Foundation of Millenary Love Award Financial Communications Campaign of the Year (2011) Client: Tang Palace (China) Holdings Ltd. Financial Communications Campaign of the Year (2010) Client: United Company RUSAL Plc. Honourable Mention CSR Campaign of the Year (2008) Client: Brand s Cerebos Pacific Ltd. PR AWARDS ASIA Silver Award Financial Communications Campaign of the Year Client: Regina Miracle International (Holdings) Limited (2016) ASIA PACIFIC SABRE AWARDS Winner Restaurants and Food Services (2013) Client: Tsui Wah Holdings Ltd. Experiential: Special Event Silver SABRE Awards for Excellence in Content Creation (2012) Client: Hasbro Singapore Corporate Image (2011) Client: 3D-GOLD Jewellery (HK) Ltd. Financial Communications (2011) Client: SBI Holdings, Inc COMMUNICATIONS OR PR CAMPAIGN/ PROGRAMME OF THE YEAR Gold Stevie Award Investor Relations Client: Sinomax Group Ltd. (2015) Media Relations Asia (2015) Client: AB Theme Park Sdn Bhd (Angry Birds Activity Park) Investor Relations (2014) Client: International Housewares Retail Company Ltd. Investor Relations (2013) Client: Tsui Wah Holdings Ltd Events & Observances Asia (2013) Client: United Company RUSAL Plc. Silver Stevie Award Investor Relations (2016) Client: China Animation Characters Company Limited Human Health Holdings Limited Regina Miracle International (Holdings) Limited Travel & Tourism (2016) Client: Melco Crown Entertainment Limited Investor Relations (2014) Client: Magnum Entertainment Group Holdings Ltd. Marketing Consumer Products Asia (2013) Client: P&G (Taiwan) Community Relations (2012) Client: United Company RUSAL Plc. Bronze Stevie Award Investor Relations (2016) Client: Xtep International Holdings Limited New Product Launch (2016) PR Innovation of the Year (2016) Client: Melco Crown Entertainment Limited Bronze Stevie Award Investor Relations Client: Hung Fook Tong Group Holdings Ltd. (2015) Issues Management (2014) Client: Magnum Entertainment Group Holdings Ltd. Public Service Asia (2014) Client: Singapore Kindness Movement Investor Relations (2013) Client: DYNAM JAPAN HOLDINGS Co., Ltd. Issues Management (2013) Client: Samling Global Ltd. Events & Observances Asia (2013) Marketing Consumer Products Asia (2013) Client: Sentosa Leisure Management Pte Ltd. Public Service All Other Regions (2013) Client: HOPE Foundation for Cancer Care Investor Relations (2012) Client: SBI Holdings, Inc. ASIA-PACIFIC STEVIE AWARDS Gold Stevie Award Innovation in Investor Relations (2016) Client: Sinomax Group Ltd. Bronze Stevie Award Innovation in Investor Relations (2016) Client: Regina Miracle International (Holdings) Limited Innovation in Media Relations (2016) Use of Celebrities or Public Figures (2016) Client: A+E Networks Investor Relations (2015) Client: Hung Fook Tong Group Holdings Ltd. 28

29 Other Industry Recognition Earned over 170 accolades in recent years AGENCY OF THE YEAR AWARDS Gold Award Most Outstanding Client/Agency Partnership (2016) Client: Melco International Development Limited MARKies HONG KONG Gold Award Best Idea Public Relations (2016) Client: Melco Crown Entertainment Limited Best PR Campaign Media Relations (2011) Client: United Company RUSAL Plc. Bronze Award Best Idea Events (2016) Client: Heineken Hong Kong Tiger Beer MARKies SINGAPORE Winner Best Idea Public/Media Relations (2014) Client: Singapore Kindness Movement MARKETING EXCELLENCE AWARDS Gold Award Excellence in Public Relations (2014) Client: Magnum Entertainment Group Holdings Ltd. Excellence in Sponsorship Activation (2014) Client: Great Eastern Life Assurance Excellence in Public Relations (2012) Client: Fairwood Holdings Ltd. Bronze Award Excellence in Event Marketing (2015) Client: Heineken Hong Kong Tiger Beer Excellence in Public Relations (2012) Client: United Company RUSAL Plc. LOYALTY & ENGAGEMENT AWARDS Gold Award Best Engagement Strategy by a Government/Community (2014) Client: Singapore Kindness Movement PR AWARDS HONG KONG Best of Show Brand (2016) Client: Melco Crown Entertainment Limited Gold Award Best PR Campaign China (2016) Best Reputation/Brand Management Campaign (2016) Client: Google China Campaign of the Year (2016) Client: Lee Tung Avenue Best Launch/Relaunch (2016) Best PR Campaign Consumer (2016) Best PR Event (2016) Best Promotional Campaign (2016) Client: Melco Crown Entertainment Limited Best PR Campaign Finance (2015) Client: CFA Institute Best IPO Strategy (2014) Client: International Housewares Retail Company Limited Best Investor Relations Campaign (2014) Client: Magnum Entertainment Group Holdings Ltd. Silver Award Best PR Campaign Retail (2016) Client: D PARK Best PR Campaign Public Awareness (2016) Client: Google China Best PR Campaign Lifestyle (2016) Client: Melco Crown Entertainment Limited Best PR Campaign Lifestyle (2015) Client: P&G Olay Best PR Campaign Finance (2015) Client: China Animation Characters Company Limited Bronze Award Best Launch/Relaunch (2016) Best PR Campaign Media Relations (2016) Best Promotional Campaign (2016) Client: D PARK\ Bronze Award Campaign of the Year (2016) Client: Google China Best PR Idea (2016) Best Use of Content (2016) Client: Melco Crown Entertainment Limited Best Best PR Campaign Finance (2015) Client: AAG Energy Holdings Limited Best IPO Strategy (2014) Client: Magnum Entertainment Group Holdings Ltd. Best Investor Relations Campaign (2014) Client: Hung Fook Tong Group Holdings Limited PR AWARDS SINGAPORE Gold Award Best Media Relations Campaign (2016) Client: A+E Networks Best Insights-driven PR Campaign (2014) Client: Singapore Kindness Movement Silver Award Best Use of Technology (2016) Client: Singapore Kindness Movement MARKETING EVENTS AWARDS Gold Best Use of Social Media (2016) Client: Google China Best Sports-Oriented Event (2015) Client: Great Eastern Life Silver Best Event Multi-Channel (2016) Client: DBS Bank Best Home Grown Event(2015) Best Sponsorship Activation(2015) Client: Great Eastern Life Bronze Best Event for a Targeted Community (2014) Client: Ronald McDonald House Charities 29

30 Other Industry Recognition Earned over 170 accolades in recent years PR News Platinum PR Awards Bulldog Awards for Excellence in Media and Publicity Campaigns MerComm Questar Awards Honourable Mention Community Relations/Volunteer Programs Strategic CSR Network (2016) Honourable Mention Financial/Investor Relations Client: Regina Miracle International (Holdings) Limited (2016) Nameson Holdings Ltd. (2016) NIRAKU GC HOLDINGS, INC. (2015) Melco Crown Entertainment Ltd. (2012) Honourable Mention Crisis Management Client: Hung Fook Tong Group Holdings Ltd. (2015) Honourable Mention Podcast and/or Videocast Client: SouthGobi Resources Ltd. (2012) Bronze Best Integration of PR and IR in a Business Campaign Client: International Housewares Retail Co Ltd. (2014) Merry Garden Holdings Ltd. (2013) PublicAffairsAsia The Gold Standard Awards Winner Corporate Financial Communications (2014) Client: Magnum Entertainment Group Holdings Ltd. Winner NGO Engagement (2013) Client: HOPE Foundation for Cancer Care Winner Corporate Financial Communications (2012) Client: DYNAM JAPAN HOLDINGS Co., Ltd. Grand Award Best of Corporate Public Awareness (2012) Client: United Company RUSAL Plc. Gold Award Corporations: Public Awareness (2012) Client: United Company RUSAL Plc. PMAA Dragons of Asia Marketing Communications Recognition Programme Black Dragon Best Use of Public Relations (2016) Client: China Animation Characters Company Limited Bronze Best Use of Public Relations (2014) Client: Magnum Entertainment Group Holdings Ltd. Order of Merit Best Use of Public Relations (2013) Client: DYNAM JAPAN HOLDINGS Co., Ltd. China Golden Awards for Excellence in Public Relations Shanghai Public Relations Associations P&G Silver Award Financial Communications (2016) Client: Regina Miracle International (Holdings) Limited Silver Award Government Relations (2016) Client: Russian Federation Silver Award The Shanghai PR Awards for Excellence (2014) Client: European Travel Commission Winner Operational Discipline (2014) Communications Agency Awards P&G Greater China Most Outstanding Executive (2011) External Relation Agency EDGE Awards P&G Greater China Best Integrated Marketing Case in PR Campaign (2010&2011) P&G Taiwan Foundation of Public Relations Distinguished Award for Corporate Communications Merit (2014) Client: Ronald McDonald House Charity, Taiwan Grand Award (2012) Client: P&G Taiwan PRCA Malaysia Malaysia PR Awards IPRA Golden World Awards Singapore Sports Awards Bronze Consumer Launch (2015) Client: AB Theme Park Sdn Bhd (Angry Birds Activity Park) Winner Consumer PR for an Existing Product (2013) Client: Sentosa Leisure Management Pte Ltd. Best Sports Event of the Year (Local) (2016) Client: Great Eastern Life 30

31 Other Industry Recognition Earned over 170 accolades in recent years PRWEEK AWARDS Certificate of Excellence HOPE Foundation for Cancer Care (2013) 3D-GOLD Jewellery (HK) Ltd. (2011) Active Group Holdings Ltd. (2011) Uni-President Health Foundation of Millenary Love (2010) Award Tang Palace (China) Holdings Ltd. (2011) United Company RUSAL Plc. (2010) Honourable Mention Brand s Cerebos Pacific Ltd. (2008) PR AWARDS ASIA Silver Award Regina Miracle International (Holdings) Limited (2016) AGENCY OF THE YEAR AWARDS Gold Award Melco International Development Limited (2016) MARKies HONG KONG Gold Award Melco Crown Entertainment Limited (2016) United Company RUSAL Plc. (2011) Bronze Award Heineken Hong Kong Tiger Beer (2016) MARKies SINGAPORE Winner Singapore Kindness Movement (2014) MARKETING EXCELLENCE AWARDS Gold Award Magnum Entertainment Group Holdings Ltd. (2014) Great Eastern Life Assurance (2014) Fairwood Holdings Ltd. (2012) Bronze Award Heineken Hong Kong Tiger Beer (2015) United Company RUSAL Plc. (2012) LOYALTY & ENGAGEMENT AWARDS Gold Award Singapore Kindness Movement (2014) PR AWARDS HONG KONG Best of Show Brand Melco Crown Entertainment Limited Gold Award Google China (Best PR Campaign China/ Best Reputation/Brand Management Campaign) (2016) Lee Tung Avenue (2016) Melco Crown Entertainment Limited (Best PR Event/ Best PR Campaign Consumer/Best Launch/Relaunch/ Best Promotional Campaign) (2016) CFA Institute (2015) International Housewares Retail Company Limited (2014) Magnum Entertainment Group Holdings Ltd. (2014) Silver Award D PARK (2016) Google China (2016) Melco Crown Entertainment Limited (2016) China Animation Characters Company Limited (2015) P&G Olay (2015) Bronze Award D PARK (Best PR Campaign Media Relations/ Best Launch/Relaunch/Best Promotional Campaign (2016) Google China Melco Crown Entertainment Limited (Best PR Idea/ Best Use of Content) (2016) AAG Energy Holdings Limited (2015) Magnum Entertainment Group Holdings Ltd. (2014) Hung Fook Tong Group Holdings Limited (2014) PR AWARDS SINGAPORE Gold Award A+E Networks (2016) Singapore Kindness Movement (2014) Silver Award Singapore Kindness Movement (2016) MARKETING EVENTS AWARDS Gold Google China (2016) Great Eastern Life (2015) Silver DBS Bank Great Eastern Life (Best Home Grown Event/ Best Sponsorship Activation) (2015) Bronze Ronald McDonald House Charities (2014) ASIA PACIFIC SABRE AWARDS Winner Tsui Wah Holdings Ltd. (2013) Hasbro Singapore (2012) 3D-GOLD Jewellery (HK) Ltd. (2011) SBI Holdings, Inc. (2011) COMMUNICATIONS OR PR CAMPAIGN/ PROGRAMME OF THE YEAR Gold Stevie Award Sinomax Group Ltd. (2015) AB Theme Park Sdn Bhd (Angry Birds Activity Park) (2015) International Housewares Retail Company Ltd. (2014) United Company RUSAL Plc. (2013) Tsui Wah Holdings Ltd. (2013) Silver Stevie Award China Animation Characters Company Limited (2016) Human Health Holdings Limited (2016) Regina Miracle International (Holdings) Limited (2016) Melco Crown Entertainment Limited (2016) Magnum Entertainment Group Holdings Ltd. (2014) P&G (Taiwan) (2013) United Company RUSAL Plc. (2012) Bronze Stevie Award Xtep International Holdings Limited (2016) Melco Crown Entertainment Limited(New Product Launch/ PR Innovation of the Year) (2016) Hung Fook Tong Group Holdings Ltd. (2015) Magnum Entertainment Group Holdings Ltd. (2014) Singapore Kindness Movement (2014) SentosaLeisure Management Pte Ltd. (Events & Observances/ Marketing Consumer Products) (2013) DYNAM JAPAN HOLDINGS Co., Ltd. (2013) Samling Global Ltd. (2013) HOPE Foundation for Cancer Care (2013) SBI Holdings, Inc. (2012) ASIA-PACIFIC STEVIE AWARDS Gold Stevie Award Sinomax Group Ltd. (2016) Bronze Stevie Award Regina Miracle International (Holdings) Limited (2016) A+E Networks (Innovation in Media Relations/ Use of Celebrities or Public Figures) (2016) Hung Fook Tong Group Holdings Ltd. (2015) 31

32 Active Participation in Leading Business Organisations We are well connected to leading business associations in the region, bridging relevant contacts to clients The Hong Kong Investor Relations Association Hong Kong Securities Association China International Public Relations Association China Business Update China Shippers Association of Ministry of Commerce of PRC Council of World Market Shanghai Foreign Economic Relation & Trade Commission Frequent Speaker in Various Regional and International Conferences/Forums Frequent speaker at IR, PR, brand building and crisis management conferences Organisers include HKEx, Hong Kong and China governments, semi-government bodies, public organisations and associations 32

33 Thank you 33 33

34 Contact Richard Tsang Chairman Tel Website Facebook Twitter 34 34

35 The Journey of a Student Entering the PR Profession Overseas Internship

36 Why PR? Broaden my horizons Meet individuals from different professional backgrounds Gain exposure to different industries and sectors Involvement in interesting events, i.e. PC, AGM, IPO, etc. You ll never get bored!

37 Expectations Before & After Since beginning my career at SPRG, I've realised the importance of. Being VERY proactive Being patient Being a fast yet meticulous writer Being passionate!