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PR is crucial and influential in corporation

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

When we talk about Public Relations (PR), people usually have different impressions about this job. Some may immediately think of pretty women in business suits socializing at conventions, while some may think of hypocritical people telling lies to create a false company image. Experienced PR practitioner Esme Lau, Public Affairs Manager of Power Assets Holding Ltd., attended a talk at Shue Yan University yesterday and said these are all illusions about PR. In fact, PR plays a crucial role in corporations.

Although PR would seldom be the major department in a company and usually takes a supporting role only, Esme finds her job challenging and influential. “PR is the sense organs of a company. It is responsible for communicating both externally and internally with the stakeholders, press, internal staff, etc. A successful company cannot run without PRs,” she said.

At Power Assets Holding Ltd., Esme Lau is the Public Affairs Manager of the media & community stream. Her main job is to let the public and other stakeholders know more about the company services and thus raise the company image. She is also responsible for the crisis management of the organization. When there are incidents or news which may harm the company’s image, PR has to work on it.

“As a PR, our main duty is to build a good image of the company. We must minimize the degree of hurt to the company during a crisis. If we can handle it well, we can even change the crisis to opportunity,” said Esme. It could be done by designing an appropriate message and finding the best way to communicate it to the press, having good communication with reporters and trying the best that they can to provide the information that they need.

“There is no panacea in the PR world. It is a fast paced world and things change all the time and we have to keep pace with the trends,” said Esme. She suggests PR practitioners to learn more, utilizing new media, social networks, free newspapers, and APPS to reach people from all walks of life to spread the company’s messages. It could make PR more efficient.

[Good use of the word panacea.]

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