{"id":12079,"date":"2025-04-23T11:45:00","date_gmt":"2025-04-23T03:45:00","guid":{"rendered":"https:\/\/alumni.com.cuhk.edu.hk\/?p=12079"},"modified":"2025-04-23T15:25:12","modified_gmt":"2025-04-23T07:25:12","slug":"%e5%85%ac%e9%97%9c%e7%9a%84%e7%95%b6%e5%b9%b4%e4%bb%8a%e6%97%a5","status":"publish","type":"post","link":"https:\/\/alumni.com.cuhk.edu.hk\/en\/%e5%85%ac%e9%97%9c%e7%9a%84%e7%95%b6%e5%b9%b4%e4%bb%8a%e6%97%a5\/","title":{"rendered":"PR Veterans: A Conversation with Richard Tsang and Sofia Yip"},"content":{"rendered":"
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PR Veterans: A Conversation with Richard Tsang and Sofia Yip<\/strong><\/p>\n

\u201cIn those days, without computers, publishing statutory notices was a painstaking process\u2014every word change meant waiting 45 minutes for the machine to reprint a new film,\u201d 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. \u201cI never took PR courses during my undergraduate studies,\u201d he laughs. \u201cAfter graduation, I applied for several jobs, and the PR position was simply the first to accept me\u2014so that\u2019s where I landed.\u201d<\/p>\n

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. \u201cOur 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.\u201d He adds, \u201cBoredom is my greatest fear. While financial PR involves standard elements\u2014writing press releases, organizing press conferences and interviews, meeting with investors\u2014every company presents unique challenges that keep each day fresh.\u201d<\/p>\n

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. \u201cI simply followed opportunities as they arose,\u201d she explains, \u201cand 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.\u201d<\/p>\n

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\u2019s appeal. \u201cOur industry evolves rapidly, and with AI becoming mainstream, we\u2019ll 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\u2014that\u2019s what makes it so fascinating to me.\u201d<\/p>\n

These two PR leaders\u2014both initially without plans to enter the industry\u2014have 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. \u201cEach client I work with faces distinct challenges. While some people shy away from differences, I embrace them. I\u2019m genuinely interested in understanding client problems and the latest market trends.\u201d<\/p>\n

Tsang emphasizes that regardless of one\u2019s communication specialty, certain principles remain non-negotiable\u2014particularly truth-seeking and courage. \u201cI cannot and will not help clients deceive others,\u201d he states firmly. \u201cSometimes 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.\u201d<\/p>\n

Profiles:
\nRichard Tsang graduated from The Chinese University of Hong Kong\u2019s 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 \u201cFundamentals in Public Relations\u201d, \u201cFinancial Public Relations\u201d and \u201cInvestor Relations.\u201d<\/p>\n

Sofia Yip graduated from The Chinese University of Hong Kong\u2019s 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 \u201cSocial Media and Crisis Communication.\u201d<\/p>\n

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