VIDEO: Dr Simeon Mellalieu on the challenges and opportunities for PR in Hong Kong

With the growing importance of social media and digital media platforms, the PR industry is shifting its practice from a word-base delivery to leverage digital and visual communication channels.

"Hence there will be a greater knock-on effect for greater demand of digital savvy PR talents," said Dr Simeon Mellalieu, GM of Ketchum Hong Kong and the newly elected chairman of the Council of Public Relations Firms of Hong Kong (CPRFHK) for 2010/ 11.

The CPRF Hong Kong consists of over 25 public relations firms from multinational companies to local boutique PR firms, aiming to improve standards within the PR industry.

Dr Mellalieu (pictured) explained, "The task of CPRHK is to promote the PR industry and to demonstrate the value of PR as part of a broader marketing mix.”

The CPRF accreditation scheme, which has been running since its inception over seven years ago, is the primary vehicle in building and maintaining the standard within the PR industry.

It is a useful tool, not only for agencies as a benchmark against the collective whole of the industry, "but also equally for clients who are looking to employ a PR agency to benchmark the agency fees, standard, agency dynamic and client-agency relationship in a tangible way,” he pointed out.

In the following video interview, Dr Mellalieu talks about the direction of the CPRF Hong Kong over the coming year, the challenges and opportunities for the PR industry in Hong Kong, and the diversification of the industry in the region, especially in the health care sector which offers greater opportunities for PR companies in Asia-Pacific.

He also cited that the PR industry in Hong Kong is quite well established, ranging from well-known MNC PR networks to dedicated homegrown local boutique agencies. CPRF Hong Kong is a good point of call for new players in the market looking for a PR agency partner.