How can lobbying make a difference in managing your stakeholders

Friday, 7 January 2011 @ United Conference Centre

One of the key roles of corporate communications is stakeholders’ management. It encompasses relationship building with both internal and external stakeholders. This is particularly crucial for organizations that involve in the implementation of public policies and those businesses that are closely related to public interests. A good understanding of the political and media ecology in Hong Kong seems to be a pre-requisite for doing sensible lobbying, while various concern groups formed by local community members have also emerged as influencers of public sentiments in recent years. It is never possible to satisfy all parties concerned, but effective and well-planned lobbying is instrumental in protecting corporate image as well as mitigating any backfire while paving the way for policy implementation.

PRPA is privileged to have Mr Lawrence Yau, Director of Corporate Communications of the Urban Renewal Authority (URA) to share with us his experience in engaging the community through effective lobbying. His presentation topic is “Doing the right things and doing things right: engaging the community and politicians”.

Another distinguished speaker is Ms Elaine Chan, Deputy Head of Corporate Communication for New World First Bus and Citybus. Her presentation topic is “Canvassing for Support for Controversial Issues”, covering lobbying tactics, basic attributes, stakeholders’ analysis techniques and the balance between public interests and corporate interests.

Date7 January 2011 (Friday)
Time6:00 – 8:30pm
VenueUnited Conference Centre

10/F, United Centre, 95 Queensway, Admiralty

Program6:00pmRegistration & Networking

Light meal will be provided

 6:30pmOpening Address by Mr William Ip, President of PRPA
 6:35pmTalk by Mr Lawrence Yau, Director of Corporate Communications of URA

“Doing the right things and doing things right: engaging the community and politicians”

 7:15pmQ & A Session
 7:30pmTalk by Ms Elaine Chan, Deputy Head of Corporate Communication for New World First Bus and Citybus.

Canvassing for Support for Controversial Issues

 8:15pmQ & A Session
 8:30pmProgramme ends
FeePRPA Members: HK$200, Non-members: $280

Individuals who apply for PRPA membership at the event will enjoy the member rate for this event and will be exempted from the PRPA membership entry fee (for ordinary, associate and student memberships). Don’t miss this chance!

About the speakers

Mr Lawrence Yau


Director of Corporate Communications

Urban Renewal Authority

Mr Lawrence Yau has been the Director of Corporate Communications of URA since 2008.  He was the former head of Hong Kong Trade Development Council’s media and public affairs before he joined URA.

Mr Yau was a former script writer of TVB and a screenplay writer for a number of Hong Kong movies. He was also a curator working for local museums.

Mr Yau received a Bachelor of Arts degree from the University of Hong Kong and a Master Degree in Communication with New Media from the City University of Hong Kong.

Ms Elaine Chan


Deputy Head of Corporate Communication

New World First Bus and Citybus

Ms Elaine Chan is currently the Deputy Head of Corporate Communication for New World First Bus and Citybus, accountable for public relations, media relations, marketing, advertising cum non-fare revenues and customer service of the Companies.

Ms Chan graduated from The Chinese University of Hong Kong (BA) and The Australian Graduate School of Management (MBA), and was awarded the Chartered Marketer by The Chartered Institute of Marketing, UK.  She has also obtained membership from Hong Kong Public Relations Professionals’ Association, Hong Kong Institute of Marketing (Hon. Member) and Institute of Management Consultants Hong Kong.

Elaine has been the guest lecturer of corporate communication diploma courses at Hong Kong Productivity Council, School of Continuing and Professional Studies of The Chinese University of Hong Kong and other tertiary educational institutes.  Ms Chan also serves the community as the current Chairman of Supervisory Committee for Hong Kong Public Relations Professionals’ Association and the Zone 10 Chairperson of the Lions Clubs International District 303 (HK & Macao, China).  Her community contribution also included past SME Mentorship for the Trade and Industry Department, HKSAR Government and 2009-10 Presidency for the Lions Club of Hong Kong (Pacific).

Who should attend?

Practitioners and executives of corporate communications and public affairs from corporations and PR agencies, and anyone interested in community engagement and government relations. This seminar will provide useful insights particularly for those working with the government, quasi-government and public organizations.

RegistrationPlease download fill in the reply slip , and send your registration to the PRPA by fax at 8112 0038 or by e-mail to


Registrations will be accepted on a first-come-first-served basis. You will be notified if your registration is not successful.  No refunds will be given once registration is confirmed.

Payment1)      Please have your cheque made payable to “PRPA Ltd” with your name and company name written on the back of the cheque, and mail it to PO Box 20097 Hennessy Road Post Office, Hong Kong together with your duly completed registration form.  OR

2)     Directly deposit cash or crossed cheque made payable to “HK Public Relations Professionals’ Association Ltd.” to the PRPA’s account at Bank of China (Hong Kong) Ltd. (Account number 012-709-1-013515-3).  Please fax or e-mail your registration form together with your pay slip to 8112 0038 or

Registration deadline4 January 2011 (Tuesday)
EnquiriesMs Mani Huen (8112 0028, 10:00am – 2:00pm, Mon to Fri),

Ms Ruby Wan (9460 4900)

To apply for PRPA membership, please download the application form from or call Ms Mani Huen at 8112 0028. (10:00am – 2:00pm, Mon to Fri).

Seats are offered on a first-come-first-served basis. Register now!