Working with the Stars: 5 Things to Consider when Choosing a Celebrity Endorser

Source: Gwyneth Paltrow


Working with celebrities has the potential to increase brand awareness, social media impact, and get your business or product more column inches. Celebrities create buzz and can influence consumer buying habits to the point where something that was virtually unknown becomes the talk of the town. Look at what happened to kale after Gwyneth Paltrow started using it. Despite the many benefits, working with celebrities can also bring challenges.  So it’s important that you are well prepared in advance to get the best out of this very important relationship.

Here are our top 5 tips to consider when working with celebrities:

  1. Choose someone relevant

It’s important to choose someone relevant and whose personality matches your brand.  Are you a sports brand or a brand that wants to be associated with athletes? Find a sports celebrity to work with or someone associated with your brand ethos who is a big fan of your sport. Different celebrities attract different quality of coverage. If you hire a soap star to represent your brand at an event, tabloids and dailies are more likely to cover them than luxury magazines.

  1. Do your research

Look into websites, news, interviews, and social media pages of the celebrities you’d like to work with. Check that they are the right fit for your brand. Make sure that they don’t have any scandals that would impact your brand image. Before you sign the contract with the agents, make sure that they aren’t representing any competitors.

  1. Know that budget is no limitation

If the budget is tight, consider someone up-and-coming instead of an established celebrity. Up-and-coming celebrities might grab at the chance to build their own profile, have less brand partners and be able to do a lot more for your budget. Well-established celebrities could overshadow your brand if your campaign isn’t well executed.

  1. State everything in the contract

Make sure everything you need the celebrity endorser to do before, during, and after your event/activity is agreed in the contract even hashtags that you want them to use on social media. Also ensure that the celebrity doesn’t work with your brand’s competitors during a specified period.

  1. Prep your celebrity into becoming the endorser of your brand’s dreams

If you need your celebrity endorser to be interviewed by the media, make sure that they are able to speak confidently to journalists on the brand’s behalf. Give them media training if needed. Provide them with key points and make sure that they don’t exploit the opportunity for self-promotion. When at photoshoots and interviews, ensure that your branding is prominent either as a backdrop or on the endorser’s clothing.

Looking to work with a celebrity? Contact us at hello@credcommunications.com and allow us to share with you our expertise in picking the right one!

Summer news from Cred Communications

The U.K’s leading retailer; Hong Kong’s fastest-growing non-profit; our city’s first ever bike-sharing system. We’ve got exciting PR news to share with you today!



After successful PR activities in 2016, honestbee renewed their contract with Cred Communications for a Spring- Summer campaign. Honestbee is Hong Kong’s premier grocery concierge delivery service and hired Cred to facilitate the announcement of their partnership with TESCO, the U.K’s leading retailer and seven other leading supermarket chains. With over 30,000 products available from 25 partners including 8 major supermarkets, honestbee has grown from a Singaporean tech startup to a well-known service successfully operating in 8 great cities in Asia.

Hong Kong Wireless Technology Industry Association

This February marked the second year of our work with the Hong Kong Wireless Technology Industry Association (WTIA). Organized annually since 2012, WTIA’s exciting Asia Smart App Awards brings together key experts in the mobile app industry across Asia to reward innovative smart app developers. After last year’s success, Cred was hired again to organize a promotional seminar and press conference as well as to handle on-site and off-site media relations for the Asia Smart App Summit and Awards Presentation Ceremony. With 111 entries from 13 Asian countries including newcomers such as Cambodia, Sri Lanka, and Vietnam, the awards continues to become a bigger success every year.


In December 2016, over 1000 cities worldwide had bike-sharing options, yet Hong Kong – Asia’s World City – was not one of them. Now, Hong Kong can count itself amongst the long list of forward-thinking places striving for a greener, more collaborative and more active way of living. Gobee.bike is Hong Kong’s first bike-sharing system, and in April we helped launch the scheme with its first 1000 bikes. After a successful media briefing event during which Gobee.bike’s CEO Raphael Cohen (former COO of HotelQuickly) was interviewed and gave a demonstration on one of the signature neon green bikes, the company has decided to extend their contract with Cred Communications.

At Cred, we are extremely proud when clients extend or renew their contracts with us – our clients are our no.1 priority, and this comes through in everything we do.


It’s experience that counts …

Hong Kong is a fast moving, fast thinking, fast finance city and that includes the fast growing number of events that are hosted each and every day in our beloved metropolis. And that’s exactly why it’s experience that counts!

At Cred we get very excited at the prospect of turning a potentially dry and possibly uninspiring cocktail party into an experience that won’t be forgotten in a rush.

Dr Aron Harilela completing Artist Cornelia Erdmann’s artwork ‘A Golden Mile’ at the unveiling of Holiday Inn Golden Mile’s new lobby and public areas.

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Seeking Account Manager with brilliant English copywriting skills

Established in 2010, Cred Communications has from day one been a confident and creative PR agency intent on creating influential and productive PR and marketing communications campaigns to be proud of.  Our client servicing covers everything from FMCG to e-commerce, hotels, retail, travel, fashion and lifestyle and health and beauty. We successfully develop and deliver streamlined strategies, campaigns and communications that connect audiences with dynamic and intelligent brands in Hong Kong and Asia Pacific.

We are looking for super star native English speaking Account Manager to join our team. Professional and friendly, candidates must have a great work ethic and passion for PR. You must be someone committed to delivering excellent campaigns with very little supervision.  Reliability, flexibility and a real interest in developing yourself and helping our agency become successful is paramount. Previous experience is essential within a fast-paced client-focused PR or Marketing agency.

This role is a wonderful opportunity for someone to achieve a wide range of experience across all aspects of communications covering digital, media relations and events.

Job scope:

  • Developing creative and impactful PR campaigns (strategy & tactics, stakeholders, evaluation)
  • Writing (press releases, newsletters, speeches, Q&As, social media posts, briefing books)
  • Media relations (story-telling, features, editorial calendars)
  • Client relations (status reports, client calls / meetings)
  • Social media strategy (for clients and for Cred Communications)
  • Organising events (press conferences, VIP events, client PR support for industry events)
  • Business development (compiling pitching documents; preparing and attending pitches)
  • Anything else a young company needs to do

Skills and Experience:

  • Degree holder in communications, journalism or related disciplines
  • Good conversational skills, good listener, empathy
  • Good organizational skills, very attentive to detail, very task oriented
  • Results-driven, always focused on return on investment for our clients
  • Passionate about all aspects of public relations, willing to learn and develop
  • Proactive, ability to self-start and prioritise tasks
  • Imaginative and lateral thinker
  • Sensitive to widely different audiences
  • Worldy, well-read and well presented
  • Numerate – conscious of budgets
  • Be a hands-on team player adding value, sharing creative ideas, and executing successful PR programs
  • Ethical and professional
  • Fluent written and oral English

Our office is centrally-based and we generously offer 18 days holiday and a competitive salary.

Please send your resume detailing campaigns you have worked on and how you have contributed to their success, along with a cover letter and expected salary to hire@credcommunications.com. Native English speaking candidates with PR experience only required for this post. Candidates will only be hired if references are satisfactory.



A rewarding, eye-opening internship experience

  • A rewarding, eye-opening internship experience

We recently received a letter from Agnes Chan, an intern who worked with CRED Communications during Summer 2016. She wanted to share her experience of working with us – we were thrilled to have her work with us!

Hi everyone! I am a rising junior at Brown University studying International Relations. My two-month internship at CRED Communications has been an eye-opening and dynamic experience and I’m sad that my time here has now come to an end!

I chose to work at CRED this summer because I wanted to work in a field that would give me exposure to as many industries as possible. I also knew that because PR consists of daily interactions with clients and the media, a job in PR would shape me into both a better communicator and problem solver. During my two months here, I was fortunate enough to work with clients in food and beverage, retail, technology and fashion industries, among many others.

Having worked at CNN as an intern and at the Brown Daily Herald as a news editor, I entered CRED with only journalism experience under my belt. Thus while I knew how to write for the media and discover news angles, I initially did not know much about managing clients and marketing products. Thankfully, the CRED team was supportive, accepting and always willing to help when I encountered difficulties.

I was able to play a significant role at CRED from the very beginning. Assigned on day one, my first project was to write up case studies for CRED’s new website. To do so, I had to research and summarize over 30 of CRED’s past projects, which helped me better understand the nuts and bolts of PR during my first week on the job. I was also fortunate enough to be able to work directly with CRED’s client Pink Season, Asia’s premier LGBTI festival. In addition to writing a press release, I helped arrange media interviews and secure media coverage for the event directors.

I particularly enjoyed brainstorming sessions where the entire CRED team would sit around a table for a few hours and think of potential PR campaigns. I sometimes found it challenging to think of creative and unique campaign ideas, but it was through this process of intense discussion and repeatedly scrapping ideas that I discovered the sheer amount of creativity and perseverance required in PR. 

Aside from the fulfilling work I was able to undertake at CRED, I am also grateful to have spent the two months with a team of passionate, dedicated and dynamic individuals. I am constantly amazed at how despite the fast-paced and often challenging nature of PR, the CRED team always remains organized and committed to each and every client it works with. Sad as I am to leave behind a highly rewarding and productive internship at CRED Communications, I know that I have definitely made the very most of this summer!

The art of writing for the web

  • The art of writing for the web

The Quick Word Company (client) explains why limitless data of digital doesn’t mean vast quantities of online content. Web writing is a discipline that many businesses still haven’t committed to.

In today’s digital landscape, engagement is important. Despite what you may think, we’re actually reading more than ever – blog posts, tweets, an article or website copy. Businesses are now self-publishers, and on many different platforms, and some just aren’t grasping how big a responsibility that is. Our words have lifespans beyond the moment, they’re our emissaries. Sticks and stones may break my bones but words will never hurt me – well, actually, yes they will. They’re out there working for or against us all the time.

We see a lot of websites with pages and pages of content – far too much! It’s important to remember that good web content has utility; it should serve a purpose. So before you click publish ask yourself: How does this piece of communication support our goals? How does it align with our mission and vision? Is this the best place to publish this information or would it be suited elsewhere, on social media or as a blog post? To ensure consistency, establish a content or editorial team and think of them as your word wizards. They’ll reinforce the house style guide and will have final say on what’s allowed to be included – no editing by committee here!

Good web content is also empathetic – which means it needs to care about who’s reading it. Many businesses fall by the wayside when it comes to actually being nice in their written communication. Don’t be one of them. Even if you are a big, grunty business, you can still have a warm, clear voice that helps readers navigate effortlessly through your website to find what they’re looking for. Yes, you may write in long form in your formal communications, but when it comes to web copy you need to scale back. Long-winded sentences and over-the-top formality can get in the way of your message. Think about your reader and put yourself in their shoes. They may be reading on a small screen on their morning commute or they may be time-poor and exhibiting what we refer to as ‘natural scanning reading behaviour’ – seen both in the wild and in captivity. Use a series of headers so your readers can locate themselves and summarise your key messages.

A great example of good web content is publishing empire, Conde Nast. Considering the exceptional repertoire of their titles and publications, users are really encouraged to act and seek out more. They don’t over sell anything, keeping content accessible – relevant and purposeful. They never write more than they need to in order to get their message across. Even better – is they find a way to create their own tone of voice when discussing their very distinct brands, which include Glamour, WIRED and of course, Vogue. They format their content to make it easy for readers to find their interests while maintaining their professionalism as the corporate face of these brands.

The limitless options and ‘space’ to write web content can often translate to overwriting. Remember, quality over quantity, be purposeful – if done well, good content can earn you the trust and engagement you need.


By The Quick Word Company

How strategic communications can impact social change

  • How strategic communications can impact social change

By Amadou Doumbia, Account Manager, CRED Communications Ltd

This past 5 May saw me hosting my first event for the Hong Kong PR Network (HKPRN).  The network was founded in 2008 to bring together junior and mid-career communication professionals, looking to network and learn from industry experts. I joined the leadership team due to my passion for the PR industry as well as organising events.  With the support of the network, the May event explored the theme “Communication & Reform – The Evolving Role of Communications Strategy in Social Change”.

My goal was to address how important strategically planned communications were to gaining public support, as well as how communications professionals could adopt the latest industry practices to their careers. Overall, it was a great, engaging and thought-provoking event.

The evening’s panel included:

  • Joshua Wong, social activist and Time Magazine Person of the Year
  • Tom Sims, Asia Business Editor of The New York Times
  • Ashley Hegland, Regional Director of Corporate Social Responsibility at Edelman PR
  • Tony Verb, Marketer, Producer and Documentarian

The main question from the discussion was whether strategic communications could aid social change. Everyone on the panel agreed it was possible. But more importantly, they all stressed that digital was key to spreading a message. The panel told the packed audience to remember one rule in any tactic – keep the message simple. When it’s simple, it’s easy for everyone to understand your purpose. When it’s simple, it’s easy to tailor the message later for different groups. When it’s simple, you create a call to action everyone can remember.

For the communication professionals who attended, the event left them with several important takeaways:

  1. Know your audience – If you want a specific group’s support, know how to properly use the communication channels they frequent
  2. Be clear, be simple – Make sure your message is relatable and easy to understand to everyone
  3. Have a purpose and stick to it – As your key strategy, your purpose should define all of your communication efforts. People might forget a product, but will always remember a purpose
  4. Master social media – Social and new media are now just as important as traditional channels. Know what’s available, and master how to apply them

It was a great honour to organise the May event for HKPRN. With over 100 professionals in attendance. As an Account Manager for CRED Communications, the network offers me the chance to not only stay on top of new industry practices, but also ensure they’re effectively applied to our client’s campaigns.

To learn more about my work with The Hong Kong PR Network, please contact: amadou@credcommunications.com

Quotes from speakers:

Tom Sims: “The world is now digital. You cannot expect to gain public support, especially with rapid turnaround, without using digital. But what’s more important is how you use digital. It isn’t enough to just spread a message and expect an audience to appear.”

Tony Verb: “Relevance should always be a concern in communication efforts. If you’re trying to share a message across the world, you need to make sure the message is just as relevant for someone in Hong Kong as it for someone in the US.”

Joshua Wong: “Without Facebook there would be no Occupy Central, without Facebook there would be no Joshua Wong. It really was that simple. We set up hash tags and encouraged people to share images such as themselves wearing black t-shirts or carrying yellow umbrellas. Within just a week we had 30,000+ followers on Instagram.”

Ashley Hegland: “Having a clearly defined and passionately communicated purpose to what you do is key component to consumers today. They want to know where your ingredients come from; how sustainable is the packaging of your product; does your company support fare wages for all workers. These factors make today’s businesses stand out.”

A letter by Leighenne Pang: Extraordinary internship experience

  • A letter by Leighenne Pang: Extraordinary internship experience

I am currently doing a bachelor of Communications, majoring in Public Relations and Marketing at Griffith University in Brisbane, Australia. An internship was a great opportunity for me to determine whether I am well suited to the field I am passionate about. Hence when I finished my penultimate year I sought an internship in Hong Kong.

Being part of CRED Communications has definitely been one of the most significant steps in my life.  My role was more as a full time employee at CRED. My participation wasn’t confined to just admin. I was offered boundless hands-on opportunities that brought a sense of accomplishment throughout the duration of my internship. I was lucky enough to be engaged in a project from scratch. CRED allowed me to explore a variety of roles and to contribute creatively. The knowledge and skills derived and deepened from the experience were invaluable.

At CRED, I found not merely vibrancy and enthusiasm, but also a sense of belonging.  I was treated as part of the team from day one.  In fact, I got the chance to attend a press conference just three days after I started. The people were definitely my favorite part of the experience working at CRED. The team is absolutely sophisticated and professional. They are my colleagues, mentors and friends.  Besides, they were also encouraging and supportive. Whenever I made mistakes or was confused, they were always there to guide me patiently.

Needless to say, what I have acquired from CRED is far more than what I have offered to CRED.  It was totally beyond my expectations. I will definitely miss the dynamic team of CRED. It may sound cliché, but the internship has made my summer remarkable and fruitful. I can say with certainty that CRED will offer every single intern an irreplaceable PR working experience and chances of participation.  I truly recommend the paid internship programme and services by CRED Communications.

Last but not least, I would like to thank everyone at CRED.  It’s difficult to say goodbye because you guys are too AMAZING!  Thanks for having me and always being so warm.  Take care.


CRED Communications is always looking for hard working happy interns who enjoy being part of a dynamic team. If you are interested in working at CRED please contact Mandy Queen on mandy@credcommunications.com.

How to engage Hong Kong’s food bloggers – read our survey results

  • How to engage Hong Kong’s food bloggers – read our survey results
  • How to engage Hong Kong’s food bloggers – read our survey results

Advertisers, marketers and PRs are becoming increasingly aware of the power and effectiveness of niche marketing. And when targeting a specific audience that is passionate about a subject, brand or item, the best allies are those that these consumers often go to for trusted opinion: bloggers. With an overwhelming 97.6% of surveyed bloggers in Hong Kong being approached by PR companies, marketers would do well by knowing how to better engage these influencers.

This shift away from mass marketing has put the spotlight on bloggers and their growing leverage over consumer behaviour. In recognition of these influential media outlets, CRED Communications surveyed around 100 food and beverage bloggers in the SAR and received 42 responses. The survey, conducted this summer, gives food and beverage businesses valuable and surprising insights into how this new media segment views itself, what motivates bloggers to keep writing, and others. The findings have been quite revealing.

Snapshot of Food & Beverage Bloggers in Hong Kong


The Relationship Between PR PRofessionals and Food & Beverage Bloggers in Hong Kong

Fifty-five percent of bloggers surveyed claimed to have a monthly readership of over 10,000 – with 14.3% over 30,000. Needless to say the majority, 42%, believe they are as important as mainstream media, while 38% think they are important to a niche audience. With bloggers realising their contribution to market movements and impact on how consumers think and buy, marketers are urged to view bloggers in the same light as traditional media, and act accordingly. This means finding new and effective ways of engaging them. While it is true that most bloggers still treat blogging as a hobby (69% of those surveyed answered “having fun” as their main reason for blogging), 52.4% see it as an opportunity to learn more about the subject, in this case food and beverage. Some 45.2% see blogging as a way of growing an audience. Clearly, bloggers are motivated by passion and the need to be heard — not material gain — and most likely attract readers through unbridled enthusiasm, as well as creativity. It is not surprising that 31% believe that establishing a clear and unique voice is the most important aspect of blogging.

Bloggers, however, do see the potential entrepreneurial opportunities that come with being a trusted, albeit subjective, source of information. Almost all of those surveyed, 97.6%, have been approached by a PR company and 52.4% have gained professional opportunities as a result of their blog. When asked whether PR companies understand the blogging community, however, 38.1% said no. Not the majority, but still a significant figure. This means advertisers and PRs should consider elevating bloggers’ status as a medium in their marketing plans and at the same time treat them differently from traditional media outlets. Give them the same amount of respect but engage them in a refreshing, intimate manner.

As expected, 71.4% of answers said ongoing partnerships or friendship with the PR or brand, as well as interesting news about the product would make them more open to receiving communication from a marketer. Relevancy of the product or news to the blog made up 59.5% of the responses. Bloggers are all about trust, whether in relationships with partners or their readers. It is imperative that PRs establish more personal ties with bloggers that also allow them to keep their editorial integrity. Pushing for coverage, or having a sense of entitlement over blog space or bloggers’ time is a no-no if one wants them on their side. Bloggers want complete control over their content and the way they handle requests for sponsored content, which shows in their preferred manner of contact: 83.3% said email is the best way to correspond. As for attending events organised by PR agencies in Hong Kong, 69% prefer weekday evenings between 5 p.m. and 8 p.m. and 61.9% want to do this on the weekend. Not a surprise at all with 92.9% of respondents being part-time bloggers with day jobs and familial obligations.

So, how must a marketer deal with the blogging community if there is to be a harmonious, win-win collaboration? According to the bloggers surveyed, doing the appropriate research into the content and focus of the blog is crucial before making contact. Sending irrelevant information or products is a waste of everyone’s time and makes a bad first impression on the marketer’s part. Bloggers must be able to sample the product and give an honest opinion, which means they won’t write about it for the sake of writing about it. The product has to be something relevant to their audience and one that they could recommend.

Cold-calling bloggers and pushing for coverage is a sure way of turning off a potential collaborator as well. It is also best to treat them like individuals with different strengths and interests. Giving them too many guidelines on how to review the product would feel more of an imposition on them; remember they are their own editor and publisher and are bound by their own guidelines. Understanding that they answer only to their readers is important and knowing that trust is the commodity they respond most strongly to is imperative.

CRED Communications is very grateful to all the food bloggers who participated in the survey. We hope to make this an annual survey. Please contact CRED Communications for an informal discussion about how to build CREDibility of your restaurant or food and beverage brands.

Kung Hei Fat Choi from the team at CRED!

  • Kung Hei Fat Choi from the team at CRED!

We look forward to galloping into the Chinese New Year with our treasured clients, media contacts and business partners!

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