Hong Kong PR Council launches mentoring programme to boost agency partnership


The Council of Public Relations Firms of Hong Kong (CPRFHK) has launched a new mentorship programme for client-side communications and marketing practitioners to help them develop more impactful agency relationships with their partner agencies.

The free programme offers the opportunity to learn from PR agency leaders how to gain the best outcomes from their PR and communications strategies, and get the most out of their agency partnerships.

The mentorship programme is open to client-side marketers based in Hong Kong with less than 10 years’ experience working in-house and who have responsibility for managing agency relationships in their job description. Successful applicants will receive up to six one-hour face-to-face mentorship meetings with agency leaders from among the CPRFHK’s membership of top  PR firms.

The scheme comes in response to findings from the latest annual CPRFHK benchmarking survey which showed a tendency towards shorter, project-based agency relationships in Hong Kong. “The best client-agency relationships deliver value to the client and their business and benefit the agency through experience on top of revenue,” said Kiri Sinclair, Chair of CPRFHK. “Our own research shows a trend towards transient, transactional relationships. We believe this is a lose-lose situation for both parties. Client-side professionals are often expected to learn agency management skills on the job with little formal training. Our mentorship program aims to address that skills gap and encourage longer, more meaningful relationships.”

The scope of each mentorship will be tailored to the unique needs of each mentee, but will also focus on better goal setting, better day-to-day agency management, better results reporting and how to interface with internal stakeholders. All of these skills are essential in executing creative campaigns, on time, on budget, that meet or exceed defined KPIs and demonstrate clear ROI to the business bottom line.

Applicants should send an outline of their current role, past experience and a description of why they want to participate in the program to information@cprfhk.org. Nominations from line managers are also welcomed. The deadline for applications is Monday 16 October.