PR Veterans: A Conversation with Richard Tsang and Sofia Yip
“In those days, without computers, publishing statutory notices was a painstaking process—every word change meant waiting 45 minutes for the machine to reprint a new film,” recalls Richard Tsang with evident enthusiasm. Tsang, who founded Strategic Public Relations Group Ltd in 1995 to provide financial PR consultancy services, considers himself an accidental entrant to the industry. “I never took PR courses during my undergraduate studies,” he laughs. “After graduation, I applied for several jobs, and the PR position was simply the first to accept me—so that’s where I landed.”
What began as chance quickly evolved into passion. After discovering his affinity for the work, Tsang established his own firm serving Hong Kong-listed companies across diverse industries and countries. “Our job regularly took us abroad, accompanying journalists and investors on operational tours. One colleague even led a media tour to Siberia about a decade ago! These are places you might never visit in your lifetime if not for work.” He adds, “Boredom is my greatest fear. While financial PR involves standard elements—writing press releases, organizing press conferences and interviews, meeting with investors—every company presents unique challenges that keep each day fresh.”
Drawing on his extensive experience, Tsang has spent thirty years as a part-time lecturer at the School of Journalism and Communication, where Sofia Yip once sat in his classroom. Now Head of Brand at Edelman Hong Kong, Yip studied PR initially to explore different career paths rather than with a determined goal. “I simply followed opportunities as they arose,” she explains, “and gradually found myself increasingly passionate about the work. Even after more than a decade in this field, I still find tremendous satisfaction in what I do.”
The media landscape has transformed dramatically since Yip entered the profession, shifting from predominantly print and broadcast outlets to a rich ecosystem of online and self-media platforms. PR professionals must constantly adapt, which Yip describes as part of the field’s appeal. “Our industry evolves rapidly, and with AI becoming mainstream, we’ll see even more innovative approaches. Industries, the global environment, and client needs change daily, requiring PR practitioners to continually reinvent how we accomplish our core objectives—that’s what makes it so fascinating to me.”
These two PR leaders—both initially without plans to enter the industry—have become standouts across generations. From technology brand promotion and crisis management to integrated marketing, Yip has navigated various PR specialties. She credits her education for nurturing essential curiosity. “Each client I work with faces distinct challenges. While some people shy away from differences, I embrace them. I’m genuinely interested in understanding client problems and the latest market trends.”
Tsang emphasizes that regardless of one’s communication specialty, certain principles remain non-negotiable—particularly truth-seeking and courage. “I cannot and will not help clients deceive others,” he states firmly. “Sometimes I must risk the business relationship by providing honest counsel. These principles must be upheld, and I believe many students enter communications studies with similar values: to gain professional knowledge and accurately reflect social realities.”
Profiles:
Richard Tsang graduated from The Chinese University of Hong Kong’s School of Journalism and Communication in 1988. He founded Strategic Public Relations Group Ltd in 1995 and currently serves as its Chairman. Since 1994, he has been a part-time lecturer at the School, teaching courses including “Fundamentals in Public Relations”, “Financial Public Relations” and “Investor Relations.”
Sofia Yip graduated from The Chinese University of Hong Kong’s School of Journalism and Communication in 2009. She currently serves as Head of Brand at Edelman Hong Kong. In 2022, she joined her alma mater as a part-time lecturer, teaching “Social Media and Crisis Communication.”
