Summary of Qualifications

A seasoned professional with over 18 years of experience in the public relations field in Hong Kong and profound understanding of the market environment in Hong Kong and China.  Work has ranged from professional public relations firms to in-house public affairs departments of some of the largest public companies in Hong Kong.  Responsibilities have included the full range of public relations activities from media and community relations, strategy and programme development, issue and crisis management, corporate website development, advertising, event organization, publication and administration. Many of my projects have won regional and international awards.  A brief but valuable experience heading up a strategy team to improve customer service and communications in a power utility offered me a broad management perspective in customer service, anticipating the needs and managing expectation of the customers.  Fully conversant with PC usage as well as associated software in both English and Chinese.  A hands-on manager.

Migrated to Australia in May 2005 and got married in August 2005.  I am now engaging in a marketing job with a prestigious institution in Tasmania.  

Working Experience in Hong Kong

January 2005 – May 2005 

Lingnan University (www.ln.edu.hk) 	
Company Nature	:	University providing a liberal arts education in Hong Kong	
			
Title	:	Public Affairs Director	
Reporting to	:	President
	
Responsibilities	:	Supervise a team of five and responsible for brand building and marketing promotion for the university.   

�h	Develop and implement branding programmes
�h	Develop and implement the university’s communications programmes, such as press conferences, seminars, special events, sponsorship, advertising, corporate literature and documentaries
�h	Handle media enquiries and serve as a spokesperson 
�h	Issues management and crisis communications management 
�h	In charge of the editing and production of the university’s annual report and three newsletters for external stakeholders, secondary school students and staff
�h	Review the existing organization structure, introduce BPR and other quality/ productivity enhancement systems and programmes, initiate change in the department	

August 2004 – December 2004 

Sun Hung Kai Properties Limited  (www.shkp.com.hk)	
Company Nature	:	A conglomerate with core business in property development (A Moody’s A1 rating company with an asset worth of over US$17 billion)	
			
Title	:	Deputy Manager – Corporate Communications	
Reporting to	:	Head of Group Corporate Communications
	
Responsibilities	:	Supervise four teams, namely publicity, publications, customer services and production, with 18 staff in total.  

��	Develop and implement corporate branding programme, including leading a benchmarking exercise
��	Develop and implement corporate communications programmes, such as press conferences, seminars, special events, sponsorship, advertising, publications and documentaries
��	Handle media enquiries and serve as a company spokesperson 
��	Issues management and crisis communications management 
��	In charge of compilation and production of 2003/04 annual report
��	In charge of three quarterly newsletters for investors, SHKP Club members and staff.
��	Supervise the customer service team which operates a hotline and maintain an internet forum
��	Supervise a production team of designers and photographers
��	Review the existing organization structure, introduce quality and productivity enhancement systems and programmes, initiate change in the department	

September 2002 – July 2004

A-World Communications Ltd  (www.a-world.com.hk)	
Company Nature	:	PR Consultancy	
			
Title	:	Managing Director	
Reporting to	:	Chairman
	
Responsibilities	:	Supervise two consultancy teams (one on public affairs and one on integrated communications) and responsible for the agency’s bottom line.

�h	Manage the client services teams
�h	Management responsibility over profit and loss, business development, staff development, and management systems. 
�h	Specialize in public affairs and regulatory affairs clients, including:  HK Exchanges & Clearing, Hactl, HK Beverage Association, English Schools Foundation, Effem Foods.
�h	Provide counsel to clients on:
�h	Media strategy
�h	Communications/ lobbying strategy
�h	Stakeholders relations
�h	Crisis management
�h	Creative programme ideas
�h	Provide implementation support to clients on:
�h	Lobbying activities
�h	Stakeholders networking activities
�h	Crisis communications
�h	Media activities, such as press conferences and press releases
�h	Events and projects (such as HK Disneyland groundbreaking ceremony)
�h	Website development
�h	Writing and editing 
�h	Clients served included:  HK Exchanges and Clearing (which owns and operates the only stock exchange and futures exchange in Hong Kong and their related clearing houses) , Hactl (the world’s leading international air cargo terminal operator), Hutchison Port Holdings (the world’s leading port developer and operator), Real Estate Developers Association, HK Beverage Association, Walt Disney, CLP (Hong Kong’s leading power utility), KCRC (Hong Kong’s only railway owner and operator), Towngas (Hong Kong’s leading gas supplier), 3M, Effam Food (a subsidiary of Mars), Hongkong Land, English Schools Foundation	

July 2001 – July 2002 

Golin/Harris International Limited  (www.golinharris.com.hk)	
Company Nature	:	PR Consultancy	
			
Title	:	Director	
Reporting to	:	Executive Director
	
Responsibilities	:	Specialize in corporate affairs and public affairs practices.

�h	Provide counsel to clients on:
�h	Media strategy
�h	Communications/ lobbying strategy
�h	Stakeholders relations
�h	Crisis management
�h	Corporate branding
�h	Provide implementation support to clients on:
�h	Lobbying activities
�h	Stakeholders networking activities
�h	Crisis communications
�h	Media activities, such as press conferences and press releases
�h	Writing and editing 
�h	Lead trainer in media training for Philip Chen, Chief Executive of Cathay Pacific Airways
�h	Clients served included:  Hongkong Electric, Mirant (formerly Southern Energy in US), Works Bureau of Hong Kong Government, CLP, Towngas, Hallmark, Ocean Park, Cathay Pacific Airways, Cookson Electronics, Kimberly Clark, Community Chest	

December 1995 – June 2001 

CLP Power Hong Kong Limited  (www.chinalight.com)	
Company Nature	:	Electricity utility (Largest electricity service provider in Hong Kong, serving 2 million customer accounts.  Also investor and operator of Yallourn Energy, Victoria, Australia)	
			
Title	:	Communication Resources Manager (Jun 1999 – Jun 2001)	
Reporting to	:	Group External Affairs Manager
	
Responsibilities	:	Supported by 10 professional staff, including an editorial and design team and a translation team, head up an independent unit to plan and implement corporate communication, image building and community communication programmes.  

�h	Serve as a corporate spokesperson 
�h	Handle media enquiries, media interviews and responsible for building up a good media relations
�h	Pro-active management of issues.  Actively involved in early development of corporate events and provide PA input on target group communication, event packaging and management of expectation
�h	Crisis communication management (e.g., system emergencies, occupational safety, staff issues)
�h	Provide public relations counsel, support and services to internal customers
�h	In charge of corporate website development and set policy and standards
�h	Develop and implement public relations programmes, such as press conferences, seminars, exhibitions, trade fairs, special events, sponsorship, advertising, publications and documentaries
�h	Plan and build PA related databases, such as dossier of government officials and influentials and contact history, surveys and image tracking, corporate archives, libraries
�h	Member of task forces at corporate level to develop new ventures and services for the company 	
			
Title	:	Customer Services Strategy Manager (Mar 1998 – Jun 1999)	
Reporting to	:	Business Development Manager
	
Responsibilities	:	Lead a team of 6 senior officers and officers to develop strategic plans for the customer services functions and to integrate know-how and resources from other related functions, e.g., corporate planning, management system, finance and treasury, in the Company in enhancing service standards and productivity.

Major projects developed and launched include bill payment collection service by Hong Kong Post, bill payment via Jetco and HSBC ATM networks, customer services on the internet, Braille bills and sign language services.  These projects have resulted in substantial savings or better service or both.

�h	Research into best market practice, customer needs and behaviours, new technology and management systems and institutionalize valuable learning into existing systems for continuous improvement in both productivity and service standard
�h	Drive and initiate the setting of performance standards to monitor and improve customer services
�h	Develop and manage surveys to gauge feedback from external customers and internal customers (e.g. front-line functions). Evaluate findings and make strategic recommendation for improvements on service standard
�h	Conduct audits on operations to measure performance and efficiency and to make improvement recommendations
�h	Maintain active dialogue with key customers and concern groups such as district boards, Consumer Council, for suggestions on service improvement and establishment of long term rapport	
			
Title	:	Assistant Public Affairs Manager (Dec 1995 – Mar 1998)	
Reporting to	:	Public Affairs Manager
	
Responsibilities	:	�h	Develop PR plans for internal departments; plan and implement interaction programmes for opinion formers; organize publicity activities and special events, such as press conferences, plant visits, receptions, exhibitions, etc.
�h	In charge of the sponsorship and donation activities and budget
�h	Develop corporate image campaigns
�h	Supervise advertising agencies and suppliers and monitor progress and quality of print and video productions 
�h	Prepare and publish press releases and corporate literature, such as annual report, company brochure, staff newsletters, etc.
�h	Handle media enquiries and serve as a company spokesperson 
�h	Pair up with another Assistant Public Affairs Manager to head a team of 10 staff	

February 1992 - November 1995

Wheelock Properties Limited  (www.wheelockcompany.com)	
Company Nature	:	Property development, sales, leasing and management, with a landbank of 2 million sq. ft. GFA	
			
Title	:	Manager - Public Relations	
Reporting to	:	Managing Director
	
Responsibilities	:	Create a new PR department and in charge of the Public Relations and Communication Division, leading a team of 5, including an assistant manager.

Corporate Communications Area
�h	Develop corporate and product PR strategy and plans
�h	Media relations
�h	Assist in investor relations activities such as news bulletins, presentations for fund managers, site visits for bankers, etc.
�h	Prepare and publish corporate literature and press releases
�h	Organize corporate functions and special events, e.g. media visits, community events, exhibitions, anniversary celebrations, etc.

Marketing Communications & Sales Area
�h	Budgeting and cost control for marketing programmes
�h	Formulate advertising, promotion and sales strategy
�h	Supervise all advertising, print and production projects (annual advertising and promotion expenditures of US$4 – 5 million.)
�h	Market research and analysis
�h	Product development and planning

China Business Area
�h	Set up a Marketing Communication and PR Division in Guangzhou
�h	Develop in-house market research capability with marketing and sales team
�h	Develop corporate and product PR strategy and formulate plans
�h	Establish and maintain media relations	

August 1990 - August 1991

Bentley DDB Needham Public Relations	
Company Nature	:	Public relations consultancy	
			
Title	:	Associate Account Director	
Reporting to	:	Managing Director
	
Responsibilities	:	�h	In charge of the Institutional Accounts Team; major retainer and project clients include: Sun Hung Kai & Company, Hong Kong Chinese Bank, K. Wah Properties, Wong's Kong Kin International, Hong Kong Seibu, ATV, Hutchison Telephone, Singapore Government/ Singapore Tourist Promotion Board
�h	Responsible for new client development and allocation of resources
�h	Develop PR and marketing plans for clients; organize activities such as promotional and special events, press conferences, receptions, seminars, exhibition and advertising
�h	Prepare and publish corporate literature for clients, e.g. annual reports, newsletters, corporate brochures, marketing brochures and technical brochures
�h	Handle media relations and activities on clients' behalf	

July 1989 - August  1990

The Community Chest of Hong Kong  (www.commchest.org) 	
Company Nature	:	Charity and community services organization	
			
Title	:	Senior Public Relations Officer	
Reporting to	:	Marketing Manager
	
Responsibilities	:	�h	In charge of the Public Relations Department; accountable for planning, budgeting and cost control
�h	Plan and implement multi-media advertising and promotion campaigns
�h	Liaise with commercial corporations for joint promotion ventures
�h	Provide marketing communication support to fund-raising campaigns
�h	Build up and maintain media and community relations	
May 1987 - July 1989

Hong Kong Economic Times/ Adsale People Limited  (www.hket.com.hk)(www.adsale.com.hk)	
Company Nature	:	Newspaper publisher
Trade promotion - 	Exhibition, publication, advertising and media representation services	
			
Title	:	Public Relations and Promotion Executive	
Reporting to	:	General Manager
	
Responsibilities	:	�h	In charge of the Public Relations and Promotion Department
�h	Plan and implement multi-media advertising campaigns
�h	Organize corporate activities, such as seminars, press conferences, cocktail receptions, exhibitions, etc.
�h	Prepare and publish corporate literature 
�h	Provide marketing support to boost circulation and advertising sales of the Newspaper	

December 1986 - March 1987

Burson-Marsteller Hong Kong	
Company Nature	:	Public relations consultancy	
			
Title	:	Chinese Copywriter/ Translator	
Responsibilities	:	�h	Write Chinese copies
�h	Translate English copies into Chinese	

Availability

Immediate

Community Service

1994 - March 1997		Chairperson of Publicity Sub-committee and Director of Hong Kong Council of Early Childhood Education and Services (CECES), a local Hong Kong charitable organization.	

Education and Training

2002 

		Executive MBA (Dean’s List)
Chinese University of Hong Kong	
1999		British Council Chevening Business Scholar – Certificate in Business Administration, University of Warwick, UK	
1997		Senior Staff Development Programme No. 1, Government of Hong Kong Special Administrative Region
	
1994		Master of Arts in Translation (English and Chinese)
Chinese University of Hong Kong
	
1986		Bachelor of Arts - Major in Geography, Minor in German
University of Hong Kong	

Other Qualifications

2005		Grade Three Level A, Certificate of Proficiency in Putonghua (Mandarin), The State Language Commission of China
	
2002		Member, Beta Gamma Sigma (Beta Gamma Sigma is the honor society serving business programs accredited by The Association to Advance Collegiate Schools of Business.)
	
1999		International English Testing System (Academic)
Overall:	Band 8
Listening: 	Band 9
Reading: 	Band 7.5
Writing:	Band 8
Speaking:	Band 7	

Languages

Fluent in English, Cantonese and Putonghua (Mandarin), written and oral.  Some knowledge of German.

Reference

Prof. Edward Chen
President
Lingnan University
Tuen Mun 
Hong Kong	Mr. Stewart Saunders
Chief Operation Officer
CLP Power Hong Kong Limited
215 Fuk Wa Street
Sham Shui Po
Hong Kong	

Personal Data

Name	:	CHIU, Cecilia	
Email	:	ceciliachiu@yahoo.com	
Home Page	:	www.ceciliachiu.bravehost.com