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It’s challenging to be a PR, says Esme Lau

出自香港新聞網 - 樹仁新傳系學生實習習作

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--095017 2011年10月18日 (二) 23:27 (UTC)

Tuesday, October 18, 2011

Kitty Chan Hoi Shan

“People usually think that PR departments are just used to hold activities, but public relation is something like a supporting department. It is the five sense organs of the company. It is not a vase!” Esme Lau said.

Esme Lau, Public Affairs Manager, gave a talk about “PR's role in corporation” at Hong Kong Shue Yan University for the students of the Journalism and Mass Communications Department earlier this evening. She pointed out that being a PR is kind of challenging work.

“It grasps the outside views and feelings towards the company.” [What does the 'it' in the preceding sentence refer to?] She also emphasized that PR is a message sender too as they usually need to transmit the messages from the company to the public.

Besides, they need to explain crises and tackle crises. They have the responsibility to turn crises into opportunities, to minimize the damages, but take the opportunity to promote the company.

Lau deems that there is no successful formula for being a PR. “It’s been more and more difficult to do the PR job nowadays since everything keeps changing in the society.” She considers that PRs needed to take advantages of free newspapers, APPS, and networking tools to increase the visibility of the company. She believes that public relations departments need to diversify work to follow the footstep of the changing world.
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