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Good PR Is Amazing

出自香港新聞網 - 樹仁新傳系學生實習習作

跳轉到: 導航, 搜尋

PR (public relations) is now playing a more important role. Good PR performances could even change crises into opportunities, Esme Lau, public affairs manager of Power Assets Holdings Ltd., said at Hong Kong Shue Yan University today.

Joe Ng

Soft sale is more useful than hard sale. People recoil if the PR is too hard selling. Lau said that information in the form of news could “catch eyes”. PR today tends to find news angles for functions, and packs them into soft news, which involve more senses of feeling.

A memorable photo is even better than a hard selling script, Lau said.

In the past, PR workers would like to send their releases to diverse agencies. They hoped to gain a large amount of coverage for the events. Liu said, sometimes, sending a worthy news story to only one press might lead to a greater chance of being published.

Organizing functions is one of the tasks of PR departments. To attract participation, of course, the prizes are the key. Liu said that prizes beside material awards, such as cash or i-Pads, could attract participators as well. Power Assets Holdings Ltd. organized a function promoting electrical motors before. The winner’s drawing was painted on the company’s electrical motors.

PR firms have to write scripts for their clients’ speeches. They have to tailor the speeches for suiting every client’s personality, Lau said, and the media would not believe it even if the client did not believe in what he or she is saying themselves.

PR has to build a good relationship with media. Lau believes that straight forward and reasonable communication is the key. Media dislike any lies, evasiveness and purposeful delays, she said.

(Lau said, “Don’t think the first five years can be work-and-life balanced.” Some breaking events are out of control. Those require PR to work over time and over night.

Sometimes, graduates were shielded by their families previously. They may want others’ attentions, and cannot solve problems independently at work. Lau hopes that the freshmen can take care themselves, and try to solve problems on their own.

China is a fast developing market. Beside English, good Mandarin and Chinese writing were a must, Lau said, PR had to write everyday.)[ The sentences in parenthesis have little to do with your headline, are poorly introduced, and have little connection with one another. You do not need them. Do not write simply to fill space.]

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