Case Study: Evaluating the use and role of English in the Public Relations Industry.

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Public relations is a commonly discussed and fast growing industry in the recent years; however, in the general public’s mind, it is always mixed up with the marketing industry as they share similar job natures. Generally, the role of public relations department is to manage the firm’s image and the relationship between the company and the stakeholders . Their aims are to build up a long term relationship with the stakeholders and to create a good reputation for the company, while marketing merely focuses on the customers, sales and market. In order to achieve their aims, the public relations industry always involves interacting with the media, which may include television, radio, website, social networking, to communicate with the stakeholders and build a goodwill for the company. This essay will be focusing on exploring and evaluating the use and role of English in the Public Relation Industry through TV advertisements. With the advantage of being a renowned International financial city and part of China, Hong Kong has a huge business opportunity for the PR industry. Hong Kong’s PR industry does not only put their focuses on the local market; they also globalize their business as, on one hand, they help international companies to enter the China market and, on the other hand, they help and promote Chinese companies to the world. Hong Kong’s PR industry actually functions as a bridge that links the China market and the world. For instance, DT Communications which is a Hong Kong PR firm helped an American fashion brand, Forever 21, to launch their business in China. DT Communications made a series of campaigns for Forever 21 to intensify the brand’s image, draw the attentions from the media and fit in the market. They highlighte... ... middle of paper ... ...In the case of the ad of Sunrasia Organic, using English narration may convince customers to believe that the juice sounds healthier, more reliable and is worth to be more expensive than the same juice from the others’ brand. On the contrary, the ad of UNIQLO uses both English and Chinese, which seems to be more approachable and comfortable to the public. English has a vital role in the PR industry. The public relations industry in Hong Kong is acting as an intermediate and their business has expanded all over the world. English serves as the lingua franca to connect Hong Kong and the world and good communication skills in both Chinese and English is now fundamental if you want to join the industry. Moreover, English is a tool to create the brand’s image, whether being prestige or economical, whether it targets to the general public or a certain group of people.

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