The benefits of getting media coverage for your organisation or brand are far and wide – coverage can help change awareness, opinions and behavior.
By properly planning ahead you are more likely to build a positive relationship with journalists and generate quality coverage for your organisation now and in the future. With this in mind, we’ve created some simple guidance for you to make sure that you are prepared for press activities. This advice was developed together with a journalist based in Hong Kong on her needs and experiences.
1. Strong Press Release
A press release with a clear and catchy story angle makes it more likely that a journalist will pick up the story. It is important that press releases are short, sharp and to the point – 500 words should suffice, and they should be written in proper English (English media) or Traditional Chinese (for Chinese media), include any key facts, links to images, video and any other relevant collaterals or documents, and include a current media contact and/or PR agency contact (email and mobile number). (we will address press releases and pitching in another guide)
2. Facts and figures
It’s always worth having factsheets and numbers to supply to journalists. These should cover any important statistics and information, and include biographies of relevant people in your organisation especially spokespeople. We also like to prepare a boilerplate – this appears at the end of any of a company’s press releases and concisely describes the company or organisation in a few sentences.
3. High resolution, professional photos
More so now than ever before, press want pictures. Most stories are accompanied by images, if not in the story itself then for posting on social media, so providing a variety of images that are high resolution (for print publications) and professional (not stock images) is essential. Images should be engaging and relevant and should be easily accessible to press, ideally via links that don’t expire over time. Generally, we advise including such links within the press release so media can access them quickly and without need for further follow-up.
4. Access to interviewees/spokespeople
Clients should be prepared to carry out interviews with members of the media who may be keen to explore their products or services in greater detail. Chosen spokespeople should be well versed in the subject matter and available for interview either in person or over the phone soon after a journalist’s request, or prepared to provide comprehensive answers over email in good time to meet journalist deadlines.
5. Rapid response
When journalists choose to pick up a story their editor or publication will have a deadline, which can mean quick responses – either to interview requests or other queries – are required to ensure any stories go ahead. It’s important to be available following the launch of a product or service and to reply to journalists or your PR agency in a timely manner. As a PR agency, we try to get back to our journalist contacts within the same day, or at least by the following morning as we know that most requests come to us with a sense of urgency. News doesn’t wait! Additionally, if you are able to provide the information and quotes or interviews that a journalist requires comprehensively and quickly then it may encourage them to write about you again in the future or to call on you for quotes or opinion on other industry-related matters or topics. It’s always worth building relationships with our journalists.
6. Online presence
When launching a news-worthy product or service, it is important that you have an associated online presence, as journalists will likely turn to Google to further research anything mentioned in the press release. This usually means that any products or services should be live, available and ready to go along with the press release.
If you need any help in this area or have some
differing/additional views to add, we would love to hear from you.
About Cred Communications
Cred Communications delivers PR campaigns for a variety of sectors. Our founder, Mandy Queen, has over 20 years’ experience in public relations and worked in-house for FMCG, public bodies and large trade fair organisers Messe Frankfurt and Global Sources in Hong Kong as well as created and promoted consumer events such as the award-winning UK-wide promotion Seafood Week before founding Cred Communications in Hong Kong in 2010.
Get in touch to find out how we might be able to work together:
Tel: +852 2110 3519
If you enjoyed this article then check out our free eBook on running a low cost on-site press office during your event, festival or trade show. You can download it here.
15th September 2017, Hong Kong – For the first time, nine local celebrities came together in one video to show their support to this year’s Cancer Fund’s Pink Revolution by making a simple gesture – a pinky promise – showing their commitment in raising breast health awareness in the community and supporting women with breast cancer. The premiere screening of the video took place today at the Pink Revolution launch event held at The ONE, Tsim Sha Tsui. Local celebrities Joyce Cheng, Kathy Chow and film director Kearen Pang shared the stage with 15 breast cancer survivors to make their pinky promise to advocate breast cancer awareness.
The video launched today includes messages from actress Fala Chen, singer Gigi Leung, mother-to-be May Kwong, actresses Joyce Cheng, Chrissie Chau, Isabel Chan, film director Kearen Pang, news anchor Akina Fong and DJ Josephine Chu (Chufun). The video will be available on Cancer Fund’s social media platforms for viewing and sharing. International model and celebrity Kathy Chow also shared for the first time her personal experience of being touched by cancer when her best friend was diagnosed.
“The number of women being diagnosed is growing, and so is the Cancer Fund; so there is an increasing need for early detection and support for our free services,” said Sally Lo, Founder & CEO of Hong Kong Cancer Fund. “Making a ‘Pinky Promise’ is a simple gesture, used to encourage women in Hong Kong to check their breasts regularly, and for everyone to support families living with breast cancer.”
At the launch event, breast cancer survivor Bondie shared how she faced breast cancer and her worry for her family, especially her then 5-year-old son. Her family turned to Cancer Fund’s free support services, where she received practical support in managing treatment side effects, and participated in programmes that brought the family closer together on the cancer journey. “I understand feeling scared and alone by a breast cancer diagnosis, but don’t be. There are free resources in the community like those the Cancer Fund provides, and remember, your family is your strongest backup,” said Bondie.
Medical advisor of the Cancer Fund and Director of the Radiotherapy & Oncology Centre at Hong Kong Baptist Hospital Dr. William Foo shared his professional view at the launch event: “When breast cancer strikes, it will create a shock wave: not only for the patient herself, but also her loved ones, who are all affected. Almost 90% of breast cancer patients can attain a cure. However the cancer journey is very demanding both physically and psychosocially. Close family, especially the spouse, bears the impact. They often do not know how to cope. A well-supported and adjusted family will provide the best environment for the patient to make their way to recovery.”
Everyone can help to raise breast cancer awareness this year by sharing the ‘Pinky Promise’ video available on Cancer Fund’s Facebook https://www.facebook.com/hongkongcancerfund and YouTube channel https://www.youtube.com/user/hongkongcancerfund, sharing it with the hashtags #pinkypromisehk, #checksupportshare, #hkcancerfund and #shopforpink, and making a donation online http://pink.cancer-fund.org/donate.
Cancer Fund’s Pink Revolution also includes Shop for Pink; the city’s largest ‘shop for a good cause’ event. Thirty retails,restaurants and hotels brands are offering new Pink items this October to make shopping more fun, with part of the proceeds to be donated to Cancer Fund’s free breast cancer services. Everyone is also encouraged to dress pink by joining Dress Pink Day on 27 October to show your care to people affected by breast cancer. To register and window-shop Shop for Pink items, visit http://pink.cancer-fund.org/en/.
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About Hong Kong Cancer Fund
Hong Kong Cancer Fund is the city’s largest cancer support organisation, providing free information and professional support to anyone living with or affected by cancer. Established in 1987, our vision is to better the quality of cancer support in Hong Kong and ensure that no one faces cancer alone. We began by offering free information and support, and have slowly expanded over time to address all aspects of cancer care. Our work now encompasses public education, cancer research, home care, peer support, complementary therapies, the funding of hospital equipment and much more. We fill the gaps in cancer care to improve the quality of life for people touched by cancer.
Hong Kong Cancer Fund’s services are all FREE. Receiving no money from the government or the Community Chest, we rely solely on public generosity to sustain our ongoing cancer support services. For more information, please visit cancer-fund.org
About Cancer Fund Pink Revolution
Pink Revolution is Hong Kong’s biggest and most comprehensive breast cancer education and fundraising campaign, running every October in line with international breast cancer awareness month. Each year, Pink Revolution reminds women about the importance of regular breast checks and empowers them to take charge of their own breast health with the message that early detection and treatment saves lives. The campaign also raises funds through initiatives such as Shop For Pink and Dress Pink Day, with all funds raised going towards Cancer Fund’s FREE breast cancer care services to support women with breast cancer.
Form Six and Seven students who don’t achieve their first choice of universities in Hong Kong have a first-class alternative – a BSc degree at Bradford University School of Management. Established in 1963, The Financial Times continually lists Bradford as one of the Top 100 European Business Schools – above the University of Cambridge. With over a 1,000 alumni across Hong Kong, Bradford is one of seven prestigious UK universities available part-time or full-time through RDI Management Learning Hong Kong.
RDI offers two internationally recognised degrees from Bradford University – a BSc in Management and Business and an MBA. The highly-regarded BSc is a solid choice for Form Six and Seven students looking to gain a broad range of business knowledge to fullfil their future ambitions. The majority of the course can be taken from RDI’s offices in Central but students also have the option to study Year 3 at the Bradford Victorian campus set in 14 acres in the UK. Students can choose to study part-time or full-time degrees.
Linda de-Lay, Regional Director, RDI Management Learning Asia Pacific said: “Our experience is that employers like the added value of a degree from an international university because it provides more exposure to global issues, a wider range of international case studies and helps to improve language abilities.”
On 27 July 2012, Bradford and RDI will hold a joint alumni event, which will open with a guest lecture by Dr. Sarah Dixon, Dean of Bradford University School of Management, UK. Details of the event are:
Guest Lecture: 7:00 - 8:00pm
Alumni Group discussion: 8:15 – 9:00pm
Venue: Sheraton Hong Kong Hotel & Towers, 20 Nathan Road, Tsim Sha Tsui, HK
To find out more about the Bradford University School of Management BSc degree in Management and Business or the MBA, students should contact RDI Management Learning on 2992 0133 or email email@example.com.
For more information, obtain photographs or to arrange interviews with RDI please contact Mandy Queen at CRED Communications (English media) on +852 96847365 or email firstname.lastname@example.org and contact Alisdair Chan (Chinese media) on email@example.com or telephone +852 96337995.
mamoz, one of the most stylish bars in Causeway Bay has created a thrilling new modern cocktail menu to refresh customers during the hot and humid Hong Kong summer nights. The menu features cocktails with intriguing names such as Scarlette, Acid Rain, Eastern Pier, Fancy Cider, Butter Corn Julep, Clover Leaf, Blood Orchid and Tear Rock. Guests can choose their cocktails based on whether they like sweet, rich, sour or fresh drinks by using mamoz’ new tasting graph. mamoz has also introduced a new selection of bar bites.
Acid Rain is influenced by an Old-Fashioned and includes citron vodka, kaffir lime leaves, one drop of lemon bitters and a splash of dry cherry liqueur. Served with ice carved from the block, Acid Rain is a refreshingly rich vodka cocktail.
The original Mint Julep was a classic summer drink synonymous with the American Derby Horseracing. With Happy Valley Racecourse in view of this spectacular bar the team at mamoz has created a contemporary version – a rich sweet Butter-Corn Julep with buttery carmelised corn flavoured bourbon.
Looking for something long, cool and thirst quenching? Then why not try the Fancy Cider featuring pear cider, elderflower, peach liqueur and orange bitters. The perfect balance of flavours makes this a real thirst-quenching fresh and sweet cocktail.
A must-try is the show-stopping award-winning Tear Rock. Taking eight hours to prepare, Tear Rock is a gin based cocktail with passionfruit, lemon basil, apple, mint and elderflower encased inside a beautifully crafted ice tear glass, which is lit up after dark.
New bar bites
Raising the bar even further, mamoz has produced a distinctive new food menu. Featuring short rib tempura, hamachi and tapenade toast, smoked salmon and truffle hollandaise toast, and chicken tsukene with Ponzu and melted foie gras; the new menu is full of tempting choices. These dishes along with crab spring rolls, honey lime wings, pork cutlet sliders and a wide range of popular pizzas and pasta dishes will be available from today onwards.
A selection of alcoholic fruit punches perfect for sipping on the newly renovated rooftop complete the summer offering at mamoz. Customers are free to purchase bottles at the bar to top up their punches if they wish for something a little stronger.
mamoz is open from 5pm to 1am weekdays and 5pm to 3am on Friday and Saturday. It is closed on Sundays, however open for events. For reservations call 28903182. Every day between 5pm to 8pm all beers, house red/white wine, and many other selected items are half price.
For hi res photos, the logo or more information, please contact Mandy Queen at CRED Communications Ltd (English media) on +852 96847365 or email firstname.lastname@example.org and contact Alisdair Chan (Chinese media) on email@example.com telephone +852 96337995.
mamoz takes up the top three floors of cubus, 1 Hoi Ping Road, Causeway Bay. Covering 5,000 sq ft across the 27th and 28th floors, mamoz has floor to ceiling windows offering superb views across Hong Kong Island. With a sound system across all three floors, damask leather walls, hide-covered seating, an 8m Indonesian timber bar and subdued lighting casting gold across the modern refined interior, mamoz provides an intimate setting at night.
mamoz is owned by the Heichinrou Group, which has over 120 year history accumulated in Japan, Hong Kong and Thailand. Superior service to generations of customers has earned Heichinrou restaurants nationwide a loyal clientele. Today, Heichinrou is Japan’s oldest and most loved Chinese restaurant. While a departure from the Heichinrou brand, the team behind mamoz is committed to delivering the same superior service and quality.
Seventy-one restaurants have signed up for the third edition of Restaurant Week in Hong Kong making it the biggest Restaurant Week yet. This is an increase of 15% compared to the spring edition in February and 73% than the first edition in 2011. Forty-two restaurants are returning and 29 have signed up for the first time. New restaurants include Blue Butcher, Brickhouse, Cubus, JW’s California, La Loggia, Prompt, One Thirtyone and Watermark.
The full list is:
798 bistro, AVA Restaurant Slash Bar, Azure, Bourbon, Blue Butcher, Blue Smoke, Bourbon, Brickhouse, Café de Paris (Soho), Casa Lisboa, Chez Patrick (Stanley), Chez Patrick Deli (Starstreet), Chez Patrick Deli (Brim28), Chez Patrick restaurant, Craftsteak, Cubus, Cuisine Cuisine, DiVino, Doppio Zero, Dot Cod, FINDS, Fofo by El Willy, Ginza Bairin (K11), Ginza Bairin (Causeway Bay), Glo, Goccia, Habitu Ristorante, Harakan-S, Il Posto 97, Indochine, JAR, Jashan, Jimmy’s Kitchen (TST), Jimmy’s Kitchen (Central), JW’s California, Kyoto Joe, La Loggia, La Perouse, Le Chef, BLOOM, NAHA Okinawa, Madam Sixty Ate, Manzo,, Olive, One Thirtyone, Orange Tree, Panevino, Peccato, Prime, Prompt, Rocksalt, Sakesan, Se Sa Me, Shore, SML, Spasso, Steik World Meats, Stormies (LKF), The Mistral, The News Room, The Pawn, The Peak Lookout, The Press Room, Watermark, Whisk, Wooloomooloo Prime, Wooloomooloo Steakhouse (LKF), Wooloomooloo Steakhouse (TST East), Wooloomooloo Steakhouse (Wan Chai), Xia Fei Society, Zeffirino Ristorante.
Each restaurant will prepare a special exclusive Restaurant Week menu for lunch, dinner or both for a fixed price starting from HK$98 for lunch or HK$258 for dinner. Diners are treated like VIPs by the restaurants making it great experience for everyone involved.
As before, diners can only book tables online via the special DiningCity website www.restaurantweek.hk. Key dates for website bookings are:
Dim Sum & Then Some pre-booking: 15 June 2012 (10am)
Pre-booking for DiningCity’s newsletter
subscribers, FB fans and twitter followers: 18 June 2012 (10am)
Official booking website is live for everyone: 20 June 2012 (4pm)
Restaurant Week: 9 – 15 July 2012
The most interactive Restaurant Week yet – Restaurant Week Awards
As well as being treated like a VIP during Restaurant Week, diners also get the chance to write a review about their dining experience in terms of service, atmosphere and cuisine. Over 1000 diners wrote reviews on Diningcity.hk in spring resulting in AVA Restaurant Slash Bar winning the Best Restaurant of the Week Award. DiningCity hope to see more diners providing feedback this summer.
Onno Schreurs, Managing Director of DiningCity said: “This year’s Restaurant Week is the most interactive yet! As well as heavily promoting the Week we are using social media to reach foodies across Hong Kong and also spread the word about the Restaurant Week Awards. The feedback has been astounding with 50% increase across both channels in just a matter of weeks.”
To keep up to date with plans for this year’s Restaurant Week, diners should register their email at http://www.diningcity.hk, like our Facebook page or follow DiningCity on Twitter – DiningCity_HK – use #RWsummer2012.
For more information, obtain photographs or to arrange interviews with DiningCity’s General Manager Synthia Liem please contact Mandy Queen at CRED Communications (English media) on +852 96847365 or email firstname.lastname@example.org and contact Alisdair Chan (Chinese media) on email@example.com or telephone +852 96337995.
The ‘Restaurant Week’ concept was launched in New York in 1998 and has since then extended globally to become the world’s biggest dining event. Organised by the international online dining guide and restaurant reservations platform: www.DiningCity.com, it is now on its way to become the biggest dining event in Asia with Singapore, Shanghai, Beijing and Hong Kong participating!
We are thrilled to announce that we will be working with Poppy and Jules to launch their Spring/Summer 2012 collection.
Hannette Otten and Julia Groenewegen, the creative minds behind Poppy & Jules, have dreamed up a new spring/summer collection of simple silhouettes featuring warm florals, classic prints and pastel hues. The new collection has a slight 60s vibe and is available now on their website www.poppyandjules.com.
Chic and sophisticated, the collection is perfect for the modern woman who wants both elegance and comfort. The flowing easy-to-wear fabrics are simple and flattering providing effortless style for women looking for an outfit to take them from the office to drinks or from beach to bar.
The ‘Marcella’ tunic, adorned with a fabulously deco-patterned print, rich in deep jewel tones is reflective of vintage Versace; ‘Ella’ is pure Bond girl with its hot pink paisley swirls swimming in a heavenly chocolate brown background while ‘Valentine’ was inspired by Moroccan nights. The tunics can be worn as a dress or with skinny-leg pants. Add a little drama for evening with a mile-long pendant or sleek chandelier earrings.
But it’s not all about colour – black and white prints defy time and Poppy & Jules has worked a retro geometric print into this collection. The flared pant ‘Sophie Long’ has a super flattering cut to exude some Marlene Dietrich charm, the understated ‘Hannette’ shirt dress is reminiscent of Roman Holiday and Poppy & Jules block print hot pants look great teamed with wedges to highlight endless legs.
Design duo Hannette Otten and Julia Groenewegen said: “Our aim is to provide stylish clothes that fit women’s lifestyles. We take into consideration prints, colours and the texture of the material. We carefully review material and look at how it falls against a woman’s skin and curves to ensure that it always flatters her shape. Most of our outfits are made out of 100% silk.”
“As well as ensuring that the fabric and style are perfect – we are also inspired by current trends. The Aimee Tunic for example has a bright yellow accent – a nod to the current neon trend.”
The collection ranges in price from 700 to 1400 Hong Kong Dollars with only a limited number of each design available. Sizes range from extra-small to large and fit both Asian and European women.
This is Poppy & Jules 4th collection. Poppy & Jules was established in Hong Kong in November 2010 – the designs are sold globally in countries including Australia, Germany, Holland, Singapore and Switzerland as well as Hong Kong. The new collection is available at www.poppyandjules.com – customers can sign up for their newsletter on their website and Facebook page to hear news of retail sales in and around Hong Kong and beyond.
For more information, obtain photographs (we have flat shots on white background, shots as above and fashion shots with models) or to arrange interviews with designers Hannette Otten and Julia Groenewegen of Poppy & Jules please contact Mandy Queen at CRED Communications on +852 96847365 or email firstname.lastname@example.org.
Nearly 11,000 reservations & 50% more restaurants make Restaurant Week a success
Hong Kong, March 2012. The results are in. Based on hundreds of diners votes AVA Restaurant Slash Bar has won the Best Restaurant award during DiningCity’s Restaurant Week. Diners rated the cuisine, atmosphere and service of each of the restaurants that they visited during the Week and AVA came out on top across all categories. The Week ran from 20 to 26 February 2012 with nearly 50% more restaurants (61) participating compared to 2011. There was an astounding 10,826 bookings from 2 February, when DiningCity’s booking website went live, until the last day on 26 February.
The other categories and winners were:
- Best Restaurant of the Week: AVA Restaurant Slash Bar
- 2nd Best Restaurant of the Week: Steik World Meats
- 3rd Best Restaurant of the Week: Wooloomooloo (Wan Chai)
- Best Service: Spasso
- Most Creative Menu: Bo Innovation
- Most Popular Restaurant: Press Room (based on number of bookings)
Group Food and Beverage Manager, Mr Raymond Moore at AVA Restaurant Slash Bar said: “AVA Restaurant Slash Bar is honoured to be recognised as ‘Best Restaurant of the Week’ by DiningCity Hong Kong Restaurant Week, especially as it is renowned as one of the world’s biggest and exciting dining events. As the award was voted by the diners, on atmosphere, service and cuisine, this is particularly rewarding to the whole team for both culinary and service team members, without their teamwork, this would not have been possible. Participating in this event was rewarding as it enabled AVA to showcase our creative menu at an affordable price to a wider range of customers. We recommend DiningCity to promote your restaurant!”
Onno Schreurs, Managing Director of DiningCity said “The Restaurant Week awards are voted by diners so they are testament to the fantastic cuisine, atmosphere and service of the restaurants that participated in the Week. This year we also took into account the feedback on many blogs written by Hong Kong foodies. AVA, Steik World Meats, Wooloomooloo, Spasso, Bo Innovation and The Press Room all did spectacularly and are well-deserved winners.
“Our second Restaurant Week was a phenomenal success with 20% of restaurants booked out in the first 30 minutes of our website going live and many restaurants offering more seats to cope with the demand. We’ve had some fantastic feedback from both diners and restaurants for this year’s Restaurant Week and we are thrilled to reveal that the next Restaurant Week will take place 9 to 15 July 2012 – so it will become a regular celebration of food every Winter and Summer in Hong Kong” added Schreurs.
For more information, to obtain photographs or to arrange interviews please contact Mandy Queen at CRED Communications (English media) on +852 96847365 / email email@example.com or contact Alisdair Chan (Chinese media) on +852 96337995 / email firstname.lastname@example.org.