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Introduction to
Financial PR
Richard Tsang
Chairman
Strategic Public Relations Group
Chairman, Strategic Public Relations Group
Currently holds over 50 board, committee and advisory positions in various business, religious, education and non-governmental organisations
Chairman, APAC Region, Global Development Group of Public Relations Organisation International (PROI)
Active member of the industry
Hong Kong
Council Member of the Hong Kong Institute of Directors
Director of the Board, Ocean Park Hong Kong
Board Member, Hong Kong Bible Society
Treasurer, The Methodist Church, Hong Kong
Chairman, Alumni Association of the School of Journalism and Communication, The Chinese University of Hong Kong (2011-2015)
Committee Member of Group 18 (Non-Manufacturing I - Support Services), Federation of Hong Kong Industries
Council Member of Hong Kong Q-Mark Council
Caring Company Scheme Steering Committee Member of The Hong Kong Council of Social Service
Honorary Media Relations Adviser to Hong Kong Securities Association Limited
Committee Member of Hong Kong Trade Development Council Professional Services Advisory Committee (2010-2014)
China
Permanent Vice Board Chairman, “China Business Update”, China Shippers’ Association of Ministry of Commerce of the People’s Republic of China
Vice Board Chairman, Council of “World Market”, Shanghai Foreign Economic Relation & Trade Commission
Special Researcher of the China International Economic Development Research Centre
Speaker: Richard Tsang
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Speaker: Richard Tsang
Recognition for excellence 2003 “Young Entrepreneur Award” - DHL/SCMP Hong Kong Business Awards
2006 “China Enterprise Award for Creative Businessmen”, presented by China Marketing Association and China Enterprise News
“The 3rd Outstanding Leader of Reform in a Chinese Enterprise Award”, organised by Institute of Industrial Economics of Chinese Academy of Social Services and China Development Research Institution, et al. in 2006
2008 Great Wall “Patriotic Contribution Award”
2008 “Outstanding Leaders of Reform & Innovation”, presented by China International Economic Development Research Centre
“Excellence in Achievement of World Chinese Youth Entrepreneurs”, presented by the Yazhou Zhoukan and World Federation of Chinese Entrepreneurs Organisation in 2009
“Asia Pacific Entrepreneurship Awards – Outstanding Entrepreneurship Awards” by Enterprise Asia
2009 “The Most Outstanding Professionals in the Public Relations Sector”, presented by the PRC Management Science Research Institute and Association for the Promotion of Competitiveness of PRC Enterprises
“Outstanding Contributors to Social Harmony in China” named by Association for the Promotion of Trade of China in 2009
“Outstanding Business Innovators in China 2009” by China Enterprise Innovation Forum Organising Committee
“Top 10 Outstanding Leaders in Brand Building in China” by China United Business News Agency et al. in 2010
“Outstanding Individual Achievement” by 2012 Asia-Pacific SABRE Awards
“Asia Power List 2014 - The 50 Most Influential People in PR” by PRWeek Asia
Listed among the Global Top 500 PR Professionals by “PRWeek 2015 Global Power Book“
Honoured member of the “International Who’s Who of Professionals”, granted by the Who’s Who Historical Society
Academic contributions Part-time lecturer at The Chinese University of Hong Kong (School of Journalism and Communications) & Graduate School
Advisory Committee Member of the Bachelor of Journalism and Communication (Honours) Programme (BJC) of Hang Seng Management College as well as Department of Journalism and Communication of Hong Kong Shue Yan University
Advisor to AIESEC-LC-CUHK and HKFBS
Co-author of “Public Relations Theory”, published by Commercial Press Hong Kong Limited
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Corporate Marketing Financial Others
Corporate branding/Positioning
Corporate affairs
Marketing
Corporate identity
Internal and external communications
B2B/B2C
O2O communications
Specialised PR disciplines
Arts and culture
Healthcare/ Pharmaceutical
IT
Sports
Telecommunications
Travel and tourism
Investor relations
Financial communications
CSR
Crisis/Issues management
Government relations and public affairs
Lobbying
Event management
Training
Editorial and production
Public Relations encompasses several different aspects
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Financial communications – public relations for financial institutions
Investor relations – acting as a bridge between the listed company and its
stakeholders
Pre-listing Initial Public Offering (IPO) communications
Post-listing ongoing investor relations activities
…integrates finance, communication, marketing and securities law compliance to enable the most effective two-way communication between a company, the financial community, and other constituencies, which ultimately contributes to a company's securities
achieving fair valuation. (Source: The NIRI Board of Directors, March 2003)
Financial PR/Investor Relations is…
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What does IR achieve?
Preparation
Research and database development
Positioning and key messages
Media skills training
Marketing materials for corporate
events
Overview of an IPO Communications Programme
Openings/ Anniversaries
Participate in financial forums/ trade
events
Corporate social responsibility initiatives
Corporate Events to Raise Profile
Create & Sustain Awareness Media exposure
Establish local community
relations
Join associations
Attract Strategic Investors Identify and reach target groups
Ongoing
Investor Relations
Programme
Media relations
Investor relations
Fulfil statutory
requirements
Investor presentations
Columnist, investor and stock
commentator meetings
Overseas roadshows
Impact day media conference
Stimulate Investors’ Interest
Listing – Sustain
Investment Interest
Media relations
Listing ceremony
Celebrations
Advertisement
IPO Communications
Programme
Media exposure
Corporate event
Collaterals production
IPO Process
th month8The The 6th month rd month3The
Annual Results
Announcement
Media Conference
Investor Meeting
Media Release Distribution
Tel./Video Conference Annual Report
Annual General
Meeting
Media Conference
Interim Results
Announcement
Media Conference
Investor Meeting
Media Release Distribution
Tel./Video Conference Interim Report
Regular PR activities
Media relations
Media Release
Interview
Media conference
Networking with
columnists
Factory visits
News monitoring
Investor Relations
Activities
Corporate visits
Corporate Day
Networking with
analysts
Factory visits
Regulatory
Announcement
Extraordinary
General Meeting
Mergers and
acquisitions
Website Maintenance
Investor Relations
Section
Corporate News
Webcasting
Roadshow
Investor Relations Calendar
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Investor presentation
Overseas and local roadshows
Investor tour/visit
Stock commentators meeting/luncheon
Brokers presentation/gathering
Small group/one-on-one investor meetings
Investor audit
Webcasting
Investor Relations Programme
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Media release
Media interview
Media conference/briefing
Media tour/visit
Columnists meeting/luncheon
Media analysis
Media Relations Programme
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Corporate identity/Image
Corporate video
Brochure
Annual report/Interim report
Website
Newsletter
Editorial/Collateral Production
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Annual/ Interim/ Quarterly report and results announcement
AGM/SGM/EGM
Chairman’s speech
Q&A section
Product display (if any)
Media briefing
Statutory announcement Disclosable transactions
Statutory Activities
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Trade events
Exhibitions
Forums
Trade fairs
Marketing activities
Anniversaries and celebrations
Contract signings
New product launches
Openings
CSR programmes
Awards
Other Promotional Events
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To continuously
raise funds
To help fully
reflect a
company’s
value in its share
price
To protect
shareholders’
interests
To expand the
shareholder
base
To ensure that the
company is fully
compliant with
regulatory
authority rules
To strengthen the
loyalty of shareholders
To take care of
different
investors’ needs
if the company
is dual listed
Purpose of Investor Relations Activities
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Get a Ticket for Tapping
into the Industry
Bilingual ability
Excellent writing and verbal communication skills
Ability to think strategically with a marketing mindset
An understanding of the stock market and how it operates
Knowledge of accounting and finance
Ability to work independently and maturely as you will be working closely
with top management
The Skill Set of an IR Professional
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Account Servicing
Professionals
Position in
Agency
Assistant Manager/
Senior AE/AE
AD/Senior Account
Manager/Account Manger
Regional
MD/CEO/President/GM/
Practice Head/BD/GAD
Responsibility Execute client
programmes
Manage client relations and
programmes, as well as
responsible for the growth
of accounts
Responsible for
management of the
company, business
development and staff ,
as well as promoting the
company
Annual Salaries
(HKD)
150K – 400K 400K – 800K 800K – 1.5M+
Hong Kong IR Career Ladder and Salaries
Account Leaders
Management
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Established in July 1995
One of the largest public relations networks in Asia and Hong Kong’s largest public relations consultancy
Integrated public relations group and an investor relations/financial communications specialist
300 professionals
Over 300 retainer clients in the Asia Pacific region
160+ listed company retainer clients Completed 310+ new listings
Industry award winner
Nine offices in the region plus a cohesive global
affiliation network covering over 110 cities
Professional Services
Beijing
Guangzhou
Shanghai
Malaysia
Singapore
Hong Kong
SPRG member companies
Taiwan
Investor relations
IPO communications
Media relations
Corporate/financial communications
Marketing/brand communications
Public affairs/government relations
Consumer PR and event marketing
Healthcare and pharmaceutical marketing
Lifestyle and fashion marketing
Conference organisation
Corporate social responsibility communications
Community services
Issues and crisis management
Media skills training Editorial and translation support
Production
IT/digital media marketing
B2B communications Automobile marketing communications
Hospitality / tourism marketing
Sports marketing /communications
Strategic Public Relations Group
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Thank You
