CPRFHK to PRHK: Public-relations association rebrands

PRHK, shorthand for 'Public Relations Hong Kong', is the new name of the 17-year-old industry body formerly known as the Council of Public Relations Firms of Hong Kong (CPRFHK).

The organisation was established in 2001 to provide a forum and a voice for Hong Kong’s PR agencies and build confidence in the industry, according to its mission statement.

A similar association in the region is the Hong Kong Public Relations Professionals’ Association (PRPA), set up in 1995, with both in-house and agency practitioners as members.

PRHK's past focus was only on the agency community, but it has expanded its membership categories to be more inclusive, said chairperson and board member Kiri Sinclair. Corporate, individual professional, student and affiliate memberships are being offered in addition to agency memberships.

Alongside the rebranding exercise, PRHK also updated its Code of Practice (detailed on its new website) to prevent unethical behaviour that might bring the entire industry into disrepute.