For the massive Shanghai Expo project, DT’s General Manager Ms. Alice Fok used the unconventional method of video interviewing, ultimately hiring 30 suitable candidates from Shanghai. This was featured in an article published in the Hong Kong Economic Times.
She noted that employers value the candidate’s response, and cited an example when she was interviewing one potential employee for the job of manager. During the interview, the signal suddenly was cut off, and the candidate did not know the company’s contact information. But she immediately sourced for the details and called back to explain the interruption. Her initiative and her quick, calm reaction, as well as her ability to source for the contact information, proved her to be a worthy hire.
Ms. Fok has three pointers for video interviews:
Alice Fok says that New skills required for all round PR
Nowadays, the business environment has changed, and PR practitioners have to equip themselves with more skills and knowledge in order to develop in the highly competitive industry.
“Creativity, business sense and analytical power. These are all essential qualities for PR practitioners,” said Alice Fok, General Manager, DT Communications Asia Pacific, a PR company in Hong Kong.
In the past, most PR practitioners are graduates in marketing, communication or language-related disciplines. Nowadays, as PR firms have to provide a wider range of services for clients such as business consultancy, graduates of other disciplines can also join the industry. Fok pointed out that they hire researchers and candidates with a science background may help in conducting research and analyzing data. “Researchers need to have an analytical mind, and for frontline staff, they need to be communicative, all-round and flexible since they have to manage clients of various industries.”
In job interviews, candidates will be tested in a few areas, including writing ability, presentation skills, research ability and analytical power. Fok said that job candidates have to take an aptitude test to find out if their personality is suitable to work in this industry.
To advance in the industry, it takes an average of four years to move onto management level. While junior positions will involve more operation work, the management will involve more strategic planning. For advancement, Fok said while academic qualification other than a degree is a bonus, the ability to apply what one has learnt into the work is much more important.
Fok advised fresh graduates who want to join the PR industry to get the opportunity to work as interns to gain more experience in handling projects and events. Young people nowadays quit their jobs too early. “They have to understand that they are now competing with fresh graduates in mainland China and other countries, and therefore should be observant about the surroundings and upgrade themselves.” She suggested students to join exchange programmes in universities so that they can see more and compare the differences between Hong Kong and other places.
With the increase in popularity of public relations internship programmes amongst university undergraduates and graduates, DT came up with one that encourages and sparks creativity. Allowing students to get a full experience of working in the industry, it aims to maximize students’ potentials and enhance their work capabilities. Interviews conducted with two students who embarked on this programme with DT showed that they were glad they had this opportunity and they learnt a lot from it.
提升应变技巧
去年毕业于澳洲University of Western Australia的苏锐楠，决定返港发展，经过多番考验，最终在芸芸实习学生中脱颖而出，成为该计划的总冠军，获聘为公关主任。他觉得这个实习计划不失为争取工作经验的好机会。 「我是读『语文传意』出身，读大学时，一直有意从事公关、市场这类工作。实习期间，最期待出Event，事前要做很多准备工夫， 但获益不浅。」
「初时担心不懂应付娱乐记者，觉得他们好似好恶，但接触过后，并不是那回事，当中可提升我的应变技巧。最难忘有次为环保团体做推广，我充当项目经理，指挥全公司上下帮忙，所有事情以切合『零成本』主题，自己拍片、剪片，利用时下最热门的资讯科技，把推广片段上载至Facebook、Twitter、网上讨论区等，花费不多，但反应不错，环保团体也很满意。」
年轻人具创意
近年不少学生积极参与实习计划，一来可灵活运用所学知识，二来这些宝贵工作经验对他们日后适应职场也有莫大裨益。年轻人最具创意，大都渴望追求一些具挑战性的工作，公关也是他们梦寐以求的行业。多年前殿堂公共关系顾问集团（殿堂公关）已开始推行「殿堂公关创意潜能激发计划」，参加者主要为大学生，让他们了解公关的实际工作。
要成为该实习计划的学员，一点也不容易，必须经过严谨的甄选，选出二、三十位学生，进行为期6至8星期的实习及训练，公司再根据学生的表现选出总冠军，将获聘为正式员工。该公司创办人及总经理霍嘉怡说：「业界最需要的是创意，在实习期间，学生除处理一般的公关工作外，还需参加一些工作坊，有助训练其创意，尤其是学习如何把崭新的资讯科技应用在公关范畴。」
认识业界文化
现时就读香港浸会大学传理学文学硕士课程的林珊，是今年其中一位实习学生。她是内地学生，在未赴港读书前，曾工作一段时间，她希望透过今次实习，体验香港市场发展情况，了解各地不同公司文化特色，扩阔视野，对日后有更理想发展。
她深深体会到中港两地公司文化。 「内地市场庞大，公司一般只需照顾内地市场便可，但香港情况不同，他们想开拓更大的发展空间，就必须积极向外发展。就以这间公关公司为例，规模较细小，强调团队合作，工作效率更为显著。同时香港的公司乐于给新人不少发挥机会，上司曾派我处理新客户的Project，也较欣赏有自己思路的员工。最难忘的是，曾试过在公司OT至凌晨一、两点，虽然好辛苦、压力好大，但当完成工作后，箇中有很大成功感。」
公关工作讲求创意，开会「大脑震荡」是少不免环节。
雇主有Say
知己知彼，百战百胜，掌握雇主想法是求职的成功关键。究竟公关行业需要怎样的人才？霍嘉怡说：「公关是一个讲求创意的行业，若应征者有出色表现在面试中突围而出，亦能同时显示其出众的分析力、语言能力，表现成熟与自信，正是我们需要的人才。 」
撰文：黎雅丽
部分摄影：林资凯
部分相片：由受访机构提供
