Course Information
Schedules
- 23 Nov 2024 (Sat) 9:30 AM - 12:30 PM
- 30 Nov 2024 (Sat) 9:30 AM - 12:30 PM
- 7 Dec 2024 (Sat) 9:30 AM - 12:30 PM
- 14 Dec 2024 (Sat) 9:30 AM - 12:30 PM
Registration period
28 Oct 2024 (Mon) - 13 Dec 2024 (Fri)
Price
HKD 4,000
(FEE
HKMA/PRPA member: HK$3,500
Non-member: HK$4,000
For PRPA members, you can also enjoy the PRPA member rate
(HK$3,500) after inputting the promotion code: “PRPA1116”
* Please note that HKMA and PRPA will cross-check member identities and reserve
the right to levy the price difference if you are not a member of PRPA or HKMA.
)
(FEE
HKMA/PRPA member: HK$3,500
Non-member: HK$4,000
For PRPA members, you can also enjoy the PRPA member rate
(HK$3,500) after inputting the promotion code: “PRPA1116”
* Please note that HKMA and PRPA will cross-check member identities and reserve
the right to levy the price difference if you are not a member of PRPA or HKMA.
)
Course Level
Study Mode
Duration
5 Day(s)
Language
Cantonese
Location
14/F Fairmont House, 8 Cotton Tree Drive, Central, HONG KONG
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Course Overview
INTRODUCTION
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 get prepared is all-time important.
The Hong Kong Public Relations Professionals’ Association (PRPA), in collaboration with the Hong Kong Management Association, is organising the Executive Certificate in Unlocking PR Essential Toolbox, designed to equip participants with vital PR skills and tools.
What You’ll Learn
COURSE CONTENT
The Course features 5 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
1. Boost Social Media Promotion (by Ray Lam & Kiko Wong) on 16 November
- Develop effective social media marketing strategies
- Create engaging content
- Choose the right channels and media
- Evaluate the effectiveness of social media efforts
2) Elevate Art Promotion and Corporate Communications Skills (by Kenneth Ng)
on 23 November
- Leverage West Kowloon Cultural District to elevate Hong Kong as an international arts and
- cultural metropolis
- Engage different stakeholders
- Manage reputation and communication challenges
- Launch world-class art & culture events & museums with resounding success
3) Manage Brand and Corporate Reputation, Role of Corporate Spokesperson (by May Wong)
on 30 November
- Develop effective communication strategies to build trust and credibility
- Deliver crafted messages clearly especially when managing issues or crises
- Conduct stakeholder engagement
- Steer brand and reputation management
- What it takes to be a company spokesperson
4) Navigate the Changing Media Landscape (by Michelle Chan & Roger Wong)
on 7 December
- Keep updated of the latest media practices and reporting operation
- Highlight essential skills to navigate the evolving media environment
- Craft meaningful messages for news and business media
- Select the most appropriate channels for delivery
- Learn to cultivate proper media relations
5) Sports Public Relations in Practice (by Rainnie Ip) on 14 December
- Understand sports public relations, athlete promotion and sponsorship
- Map out internal and external communication strategies used during the Olympic and
- Paralympic Games
