Accomplishments

Communication students win bronze medal in PR Plan Contest for Greater China region

A School of Communication team named Different won a bronze award in the 4th China University Students PR Plan Contest organised by the China International Public Relations Association. The team members were Audrey Yang, Catherine Zhang, Chelsea Cheng and Steve Shi (Public Relations and Advertising, Year 3) and Claude Gu (Digital Graphic Communication, Year 3).

The award-winning entry, entitled Transparent and United Charity, was designed for Geely, an automobile company, aiming to increase public awareness of the issue of the children of migrant workers left behind in the rural areas of Mainland China. A comprehensive corporate social responsibility (CSR) programme tackling the issue was created with emphasis on the concepts of "transparency" and "easy participation" accompanied by a creative communication plan to promote the programme by integrating the usage of online and offline media.

The judging panel spoke highly of the proposal. One of the judges commented: "The insight of promoting 'transparency' is very strategic and practical as it is exactly what Chinese enterprises now need to work on to create real impact through their CSR programmes. We are delighted to see that HKBU students have such a comprehensive understanding and analysis of the situation here."

Audrey Yang said: "It was indeed a great experience, enabling us to understand the public relations strategies and tactics used in Mainland China and learn from other students in the region. We also became aware of similarities and differences in our practices. We would like to thank the University and faculty members of the School of Communication for their valuable suggestions and generous support, especially our supervisor Dr. Regina Chen, Assistant Professor of Communications Studies."

The contest aimed at advancing professionalism in the public relations field by polishing the theoretical knowledge and skill set of university students in the field. It received more than 1,000 entries from 82 universities in the greater China region and overseas. Twenty-two entries made it to the final round of the contest.

	(From Left) Steve Shi, Chelsea Chen, Audrey Yang, Catherine Zhang and Claude Gu are delighted to win a bronze award in PR Plan Contest