HONG KONG--(Marketwire - Sep 20, 2012) - Media OutReach -- The Council of Public Relations Firms of Hong Kong (CPRFHK), an organisation dedicated to best practices in public relations, today announced the launch of a new, annual award recognizing in-house public relations professionals in Hong Kong.

The 2012 'Double Happiness' Awards will reward in-house practitioners who demonstrate best practice agency management and encourage and value PR agency strategic thinking and creativity. The Awards recognise the mutual benefits that accrue when there is a strong partnership between in-house and agency public relations professionals.

The competition is open to all in-house PR professionals in Hong Kong and comprises five distinct award categories: an Industry leader's award recognising senior corporate practitioners who head corporate relations, public relations or public affairs teams; a Middle Manager's award recognising mid-level managers with day-to-day responsibility for agency management; and three team awards for the private sector, NGO and government sectors respectively.

"As Hong Kong continues its dramatic expansion as a regional leader in Asia, so the local public relations industry continues to grow and expand at a concurrent rate," said Dr. Simeon Mellalieu, Chairman of the CPRFHK. "The Council believes that encouraging public relations best practice is the responsibility of both agency professionals and the clients they serve.

"The 'Double Happiness' Awards recognise and foster the view that the best public relations work occurs when there is a mutual respect and appreciation between agencies and their clients and a real partnership approach," he said.

Nominations for the awards can be submitted by both in-house PR professionals and the agencies that represent them. Judging for the competition will be conducted by a team of five judges drawn from representatives of the CPRFHK together with the academic and media sectors, who will independently assess the entries. 

Judges will assess applications based on a range of criteria including, amongst others, comprehensive agency briefing; clear agency communications and feedback; accessibility to key decision makers; recognition of the value of strategic thinking; clear approval processes; defined measurement and recognition of the value of agency work contributions.

Entries will be shortlisted and all short-listed candidates will be called for a brief interview with the judging panel.

The CPRFHK 'Double Happiness' Awards 2012 will become an annual event and the winners will be announced at a special awards event in Q4, 2012 attended by entrants, industry members, judges and industry representatives.

How to Enter
Entrants must complete an official entry form, which is downloadable from the CPRFHK web site at www.cprfhk.org. The written submission must be attached to the entry form and submitted as one document via email to information@cprfhk.org. Entries are due by Friday October 19, 2012.

Check out the Double Happiness animation on Youku and YouTube:

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The Council of Public Relations Firms of Hong Kong (CPRFHK) promotes best practice among member public relations consultancies and key stakeholders. The Council serves as a voice and as a forum for the Hong Kong public relations consultancy practice and promotes public confidence in the industry. The Council represents the majority of consultancies in Hong Kong and currently numbers some 28 members. Please visit us at www.cprfhk.org.

Contact Information:

Contact person for press inquiries:
Simeon Mellalieu
Ketchum Hong Kong
T: +852 2566 1311

Rachel Catanach
Fleishman-Hillard Hong Kong
T: +852 6015 8659