{"id":2977,"date":"2020-05-18T15:21:41","date_gmt":"2020-05-18T07:21:41","guid":{"rendered":"http:\/\/www.daao.hku.hk\/firesidechat\/web\/?p=2977"},"modified":"2020-05-21T19:18:29","modified_gmt":"2020-05-21T11:18:29","slug":"fireside-wednesday_20200520","status":"publish","type":"post","link":"https:\/\/www.daao.hku.hk\/firesidechat\/web\/index.php\/2020\/05\/18\/fireside-wednesday_20200520\/","title":{"rendered":"EP8: Sea-change: Advertising\/Public Relations"},"content":{"rendered":"


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\nFireside Wednesday:<\/p>\n

Episode 8 – Sea-change: Advertising\/Public Relations
\n\u7b2c\u516b\u96c6 – \u5ee3\u544a\u516c\u95dc\u6025\u8f49\u5f4e<\/strong><\/h2>\n

May 20 (Wednesday)<\/strong><\/p>\n

 
\nEnglish Synopsis<\/u><\/strong><\/p>\n

How can advertising and public relations professionals adapt and change to suit new mediums and audiences? Who can survive? How to prepare yourself to join the business?<\/em><\/p>\n

Alex Lo<\/strong>, Founder of Social Strategy Hong Kong stressed the important calibre of public relations professionals, \u201cOne must think and respond quickly.\u201d He established his company in 2017 which has been helping its clients, including higher education institutions, public organisations, banks and shopping malls… etc., to manage social media communication and risk.<\/p>\n

\u201cOne single message online complaining about staff can develop into a disaster for a company. As a PR professional, you must be aware of such messages and news faster than the media. It\u2019s not only checking news clippings or surfing new websites; you must be on the pulse of the whole social media landscape, and keep an eye on different social media, discussion forums, etc. You can make use of new technologies and tools to get updated information so that you can communicate with your clients to work out response strategies immediately. Young people, being quick in responding, tend to have the edge to fulfil these jobs,\u201d he said. However, Alex advised those who are interested in joining the business should try to gain experience in other jobs first, in order to consolidate their techniques in communication, presentation and research. <\/p>\n

\u201cA public relations crisis can happen and keep going any time of the day, and so you may need to work on it for 24 hours a day. A public relations professional should be like a \u201cstalker\u201d, be persistent and never give up. It is important to have strong determination to solve problems for clients.\u201d Alex said.<\/p>\n

Anthony Chung<\/strong>, Associate Planning Director at Publicis Groupe, a 4A\u2019s advertising company, believes that it is hard to mark a line between online and offline in the advertising business nowadays. Clients are looking for an integrated creative idea that can take care of both online and offline experiences. <\/p>\n

He disagreed that a reduced budget under the current economic downturn would give a constraint to advertising creativity. \u201cAdvertisements these days not only have to work on a budget, but have to make use of a variety of mediums with different presentations to showcase the creative idea. There are so many possibilities with the advertising business. And we can never stop learning,\u201d Anthony said. <\/p>\n

He does not think that only those who study communications can join the field. Instead, he hopes that people from different backgrounds join the business. \u201cAdvertising is about changing people\u2019s behaviour through communication. With target audiences from all walks of life, an advertising team should have colleagues from diverse backgrounds and perspectives, so as to keep a finger on the pulse of public sentiment. The advertising industry needs new blood with a keen interest in a broad spectrum of viewpoints and an understanding of the marketplace from different channels. Make sure all voices are heard to avoid an echo chamber.\u201d Anthony said. <\/p>\n

 
\n\u8db3\u672c\u91cd\u6eab Video Link :
\nhttps:\/\/www.youtube.com\/watch?v=rj_MLLBTq6s<\/a><\/p>\n

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