• Module 1: Contemporary PR

1. outline the major steps in the PR planning and programming process; list and describe the major approaches to pre-defined publics；
2. create a PR proposal；
3. plan, develop and manage PR activities in line with marketing and PR strategy；  
4. critically judge the creative, technical and logistical elements of a PR programme or campaign；
5. discuss professional and ethical issues in PR practice, and the pros and cons of accrediting PR practitioners.

• Module 2: Contemporary Corporate Communication

 1.  critically evaluate and explain the key concepts of corporate communication, its role,       
        functions and importance in an organization;

2.    strategically develop the corporate branding and positioning;

3.    justify the strategies and tactics for stakeholders management;

4.    analyze and device corporate brand communication campaigns;

5.    develop plans and campaigns for corporate social responsibility, changes, issues and crisis
        management

• Module 3: Media Relations Management

1. describe the media trends and media segmentations;
2. discuss the importance of media relations and explain how media work;
3. elaborate the key concepts of agenda-setting and framing;
4. strategically devise campaigns and activities to build up relations with the media professionals. 

• Module 4 : Advanced Writing for Corporate Communication​

​     高級企業傳訊寫作​

1. create and prepare media-related publicity materials, professional press invitation, media kit, backgrounder, fact sheet, press release, feature story and TV/radio script;
2. plan, organize and write corporate level publicity material effectively-public speech, newsletter, brochure, leaflets and annual reports, announcements;
3. write complaint letters and feedback to enquiries.

本單元包括中文及英文公關寫作。完成本單元後，學生應能夠：

1.  專業地創作和撰寫與媒體相關的宣傳資料，邀請函，媒體資料夾，機構背景資料/說明書，新
      聞稿，專題報導和廣播劇本;

2.  有效地規劃，組織和撰寫機構類宣傳資料，例如：公開演講演辭，業務通訊，小冊子，宣傳
      單張和年度報告，書面公告;

3.  撰寫書面回應投訴和查詢的技巧。

• Module 5: Integrated Digital Branding

1.    cultivate and extend the knowledge and perspective for brand building and reputation 
        management, especially in today’s fast changing operating environment;

2.    critically examine the interdisciplinary approach of branding in the digital age across
        different platforms;

3.    manage a brand from a corporate perspective, including the development and positioning of
        new brand or brand renewal, brand design and aesthetics, as well as brand portfolio
        management;

4.    analyse the opportunities and potential challenges in branding and the relationship of
       corporate branding, communication, and social responsibility.

• Module 6: Crisis and Reputation Management

1.    review and critique the concepts and practice of public opinion and crisis communication;

2.    define crisis types and sources;

3.    develop and evaluate communication strategies and tactics in handling issues and crises of
        an organization;

4.    formulate the procedures for handling crises from the perspective of reputation
        management.

• Module 7: Public Affairs and Political PR

1.    evaluate the threats and issues in a public affairs context;

2.    apply the tools and techniques of public affairs in political PR assignments;

3.     measure and evaluate the public affairs process and performance;

4.     build relations with government, policy makers, politicians, decision-makers, pressure
         groups and social advocacy leaders; 

5.     design political PR plan for lobbying, election campaigning and community relations.

• Module 8: Strategic Communication

1.    define the dynamic role of public relations in the present-day society of increasing
        transparency, technology-enabled communication, changing societal norms, stakeholder
        fragmentation, increasing global communication, and proliferating special interests;

2.    master the concepts and skills of measuring organization’s reputation, and the key roles of
        communications;

3.    identify and analyze stakeholders and their influence;

4.    bridge the gap between the academic study of PR theory, and the PR function in actual
        practice.

Date

Saturdays and/or Sundays

Time

2:00-5:00 p.m. and/or 6:00-9:00 p.m.

(**Class(es) might also be scheduled on weekday evening in some special occasions.)

Venue

Hong Kong Island side Learning Centres

Mr. Aaron Chan

Aaron Chan has over 20 years of working experience in Communications particularly for luxury retail  sector.  Aaron started his career in project management of IT exhibitions in China.  After that, he  developed his experiences in public relations agency and then held PR and Communications positions for international brands such as Versace, Cartier, Tiffany & Co., Chaumet etc. During his time working for  these brands, he accumulated his knowledge and network in different markets such as China, Hong Kong, Taiwan, Singapore, Malaysia, Korea and Australia.  His job responsibilities cover public relations, media & advertising, digital communications, event management, celebrity and KOL campaign development and content creation. 

Ms. Donna Chen

With 15 years of experiences working with multinational brands, Donna had exposure to various industries through Product Creation and Corporate Brand Management. Conceptualize and orchestrate campaigns that effectively meet business objective. 

Mr. Scott Cheng

Prior to embarking on a PR / Public Affairs career, Mr. Scott Cheng had worked as a public policy researcher at a think tank and then a political party.  He held senior positions at international PR agency, Hill & Knowlton, and MTR Corporation. He was once hired as personal assistant to an Executive Councillor of HKSAR.  He holds a BA degree (HKU), an MBA degree (University of New Orleans) and an LLB degree (Manchester Metropolitan University).

Ms. Teresa Chow

Teresa Chow has over 30 years of solid experience managing all aspects of marketing and communications. Her experience spans both public and private sectors and covers China, Hong Kong, Japan, Singapore and Taiwan. She has worked as Asia Pacific as well as Greater China Regional Head of Marketing & Communications for world-leading telecommunications and Internet network infrastructure companies. Teresa established her own communications consulting company in 2002 and has provided counsel to multinational clients from a multitude of industry sectors in formulating strategies for stakeholder engagement, internal and external communications as well as helping clients formulate their corporate social responsibility programs. Teresa has also been a part-time lecturer at HKU SPACE since 2004 teaching post graduate level as well as advanced diploma and associate degree programs in public relations, corporate communications, integrated marketing communications, integrated brand communications. In addition, Teresa took up the role of volunteer VP Marketing to a Hong Kong social enterprise startup in March 2016.

Teresa Chow has a Master in Science degree in International Marketing with the University of Strathclyde.

​Ms. Renée Kwan

As former Managing Director of TBWA\Hakuhodo Guang Zhou (affiliate agency of global communication network Omnicom), Renée has 25+ years of experience in the fields of media communication, branding, advertising and event management, both agency and corporate sides.  With the TV programme production knowledge in her early stage of career, and subsequent senior management roles in various global communication networks including Nitro Group, Publicis and Asatsu-DK, Renée is one of the well-respected media communication expert in the industry. The brands she had worked with include Nissan Automobiles, Unilever, Mitsubishi Motors, Hewlett Packard, Sony Ericsson, Kodak and Marlboro, Hong Kong Jockey Club and Emperor Watch and Jewelry, to name just a few.  In the last six years Renée had worked as Brand Strategy Consultant. Her projects included a CBD development in Tianjin, China; the rebranding of Cathay Pacific and the pitch for Vitasoy International. 

As a life-long learner and with her increased love for adult teaching and learning, Renée is pursuing her Doctor of Education degree, in addition to her accomplished Master of Education with distinction awarded by University of Bristol, UK; and a MBA from Hong Kong University of Science and Technology. Renée is also a member of Hong Kong Public Relations Professionals’ Association.

Ms. Wendy Kwan

Wendy Kwan is a leading trainer in PR and communications. She specializes in strategic communication, presentation skills and writing for the media. With 16 years of training experience, she has delivered more than 400 courses to business executives. She has led on-camera simulation workshops for government departments such as the Hong Kong Observatory and the Treasury. Her courses are favourably rated by participants as practical and inspiring. She has also been invited to host public seminars in the annual Hong Kong Education and Careers Expo.  Apart from business training, Wendy also teaches communication courses at the Hong Kong Baptist University and HKU Space. She previously held senior positions in corporations including Standard Chartered Bank, PCCW and MTR. Wendy graduated from the University of Hong Kong. She obtained her MBA from the University of Leicester and was awarded a teaching certificate from the University of Cambridge.

Ms. Christina Lai

Christina Lai is a communications specialist with extensive experience in advising executives from in-house and consultancy perspectives.  Christina was formerly the market lead of a global public affairs consultancy, overseeing the Hong Kong office. Prior to that she was with a major bank as its first public affairs specialist in Hong Kong.  During the ten years with the bank, she had served in various regional and global roles.  Christina is also a specialist in crisis communications with experience in public and private sectors.

Ms. Esme Lau

Esme has more than 35 years experience in corporate communication, specialising in media publicity, issue management, crisis communication and stakeholder engagement.  She retired in December 2021 as Head of Corporate Affairs of Hong Kong Sanatorium & Hospital. Prior to that, she had held various positions at Hongkong Electric, Hong Kong Housing Authority, the then Kowloon-Canton Railway Corporation and TVB.

Esme started her career as a reporter with HK Standard and later joined South China Morning Post before turning to public relations.

She holds a Master’s degree in communications management. She was the Honorary Treasurer of HK Public Relations Professionals’ Association (PRPA) in 2014-15 and Executive Committee Member (Training & Programme) in 2017-18.

Apart from teaching, Esme is also a media training consultant.

Mr. James Li

James began his career in communications in early 1990s after amassing a wealth of knowledge in Classical and Modern Chinese through studying Chinese language & literature at CUHK. With over 20 years of senior-level multimedia and corporate copywriting experience spanning across world-leading advertising agencies, television channels and local enterprises, James has worked with many household names and multinational corporations including HSBC, UBS, DBS, The Community Chest, HP, Samsung, Mitsubishi Motors, Kerry Properties and Hang Lung Properties. Combining his knowledge and experience with his passion, James’s lectures are sure to be both engaging and stimulating. 

Ms. Sandy Ling  

Sandy began her advertising career with Grey China working on the British-American Tobacco account — a baptism by fire, as tobacco was one of the most restricted product categories in China at the time. After 5 years, she returned to Hong Kong and worked with some of the city’s most notable agencies and the world’s most iconic brands like Nokia, Volkswagen, Cheung Kong Holdings, Canon, IBM, Hongkong Land, MTR Hong Kong, Hong Kong Jockey Club, Huawei, Wyeth and KFC.

Sandy’s career has led her towards a myriad of functions — from media, client servicing and strategic planning to production and operations — and she now takes these unique and first-hand experiences to lead and inspire the accounts servicing team. As the senior liaison with clients and business partners, Sandy leverages strategic planning, financial acumen, brand and marketing knowledge, advertising savvy and leadership skills to take her clients' businesses to the next level.

Specialties: Registered Career Coach, RCaC,
Association of Coaching & Training

​Mr. Lo Tze On

Specializing in public relations strategy and marketing communications, Mr. Lo has served a wide range of corporations with solid corporate experience. He set up his own PR consultancy firm for more than 20 years. Before that, he hold senior executive positions with a number of major companies including SHK International Services Ltd., Adsale Exhibition Services Ltd., etc.

Ms. Janice Lui

Janice Lui is one of the few people in Hong Kong that have flourish cross media experience.  She currently serves as Editor and Anchor of Hong Kong Economic Journal.  Duties include producing & anchoring online content.

Before the digital days, Janice was the Finance Editor and Producer of FM 104 Metro Finance and Assistant Business Editor of Asia Television (ATV).  She also worked for a number of influential local dailies and magazine: Ming Pao Daily and Forbes Zinbenjia, the Chinese edition of the U.S. Forbes Magazine.

She obtained her MBA from California State University, Hayward and was awarded Diploma in Journalism from Hong Kong Shue Yan College.

Ms. Yvonne Ma

Yvonne Ma is the Founder of Eighty20 Marketing Limited, an award-winning strategic marketing powerhouse that helps brands develop 360 marketing playbook through creative content and data analysis.

Her visionary perspective has earned her opportunities to work on global and prominent campaigns with a number of government and property developer brands such as European Commission, Brand USA, Hawai’i Tourism Authority, New World Development, Sino Group and Hongkong Land.

Besides working on projects, Yvonne travels all over the world attending and speaking at global conference in order to gain new inspiration and inspire others on strategic planning to branding. She demonstrates strong entrepreneurial spirit to function globally, overcoming cultural barriers, to build effective and result oriented teams.

Her passion, expertise and track record lies in inspiring positivity, hope and confidence in the larger community.  Outside of the office, she is committed to supporting our future generation through personal mentoring. She is the recipient of Warwick Business School MBA Change Makers’ scholarship award in 2022. Her interests include reading, travelling and creating possibilities.

Mr. Russell. R. Wong

Mr. Wong has over 20 years of regional experiences in the field of marketing communications, brand management, corporate communications, CSR communications and public relations gained from MNCs.   He teaches more than 18 Universities from USA, Australia, UK, Macau and local since 1999 at the postgraduate level.  He also conducts corporate training in areas of negotiation, crisis management and business model generations for MNCs in Hong Kong, Macau, and China. 

With professional qualification in Marketing, Mr. Wong received his MBA degree from Monash University, MA degree in English from the Hong Kong Polytechnic University and MA degree in Electronic Business (Distinction) from City University of Hong Kong.