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Many brands spend days preparing a press release, only to receive no media enquiries, and no coverage, once it has been distributed. The problem is rarely the writing alone. More often, the release fails to answer the question every editor asks: why should readers care? Hong Kong newsrooms receive a constant flow of corporate announcements. Editors and journalists often have only a short time to decide whether a story is relevant to their audience. A strong news angle, a clea

When several agencies are invited to pitch for the same project, the proposed strategies, scopes of work and fee structures can vary considerably. This does not necessarily mean that one agency is significantly more capable than another. More often, the brief has left too much open to interpretation, from the business challenge and required scope to the budget and resources available. Each agency is therefore working from a different set of assumptions, making the resulting p

When meeting with an agency, brand teams may encounter terms such as EMV, CPM and GEO, or come across phrases like “KOC product seeding” in marketing reports. However, not everyone immediately understands what these terms mean in practice. The terminology itself is not particularly complicated. The challenge arises when definitions are unclear, making it difficult for brands to determine whether a proposed strategy is appropriate or whether a performance report genuinely refl