Absolutely generous

Public relations firms occasionally offer their services to charities and non-profit organisations for nominal fees, but few are as philanthropic as Maggie Ng Miu-man. The recipient of a kidney transplant, Ng understands better than most how valuable this help can be - hence, her active involvement in welfare groups, including the Hong Kong Kidney Foundation. '[The beneficiaries'] happiness is what keeps me going, and I help whenever I can.' Ng's company, Pop Link, regularly provides consultations and organises events without charge, primarily on health issues. She also runs a website (healthlink.hk) at her own expense where public interest groups and charities post updates about their activities. Her employees are also encouraged to volunteer their services. 'We don't mind that,' says Ng. 'You don't realise how meaningful it is to help people in need unless you go through it.' PR professionals are increasingly being approached to take on charity assignments as non-profit groups (NGOs) struggle to raise their profile and secure funding. '[The NGO scene] is getting competitive,' says Angel Chung Mo-ching, co-founder of Chung & Tang Communications Consultants. 'They might be able to get full funding from the government, but they're now much more motivated to seek funding on their own, and they come to PR firms.' An active volunteer, Chung is among the PR professionals who prefer to help in a personal capacity. She doesn't draw on company resources and help from her nine employees unless necessary. Many contributors keep a low profile about their community work. 'I usually try to stay anonymous,' says Ng. 'What matters is that it's from the heart and it makes me happy to give back to the community.' Likewise, Chung is reluctant to show off. 'I'm just using my expertise to help the groups,' she says. 'It's just simple stuff - writing press releases and doing media relations. But the experience helps me professionally too.' NGOs tend to have fewer preconceptions, she says, so she can propose solutions without being held back by commercial considerations. The Hong Kong Youth Hostels Association, for example, turned to Chung's team to organise its first charity walk, 'We were inexperienced and they guided us through the whole process,' says Cheung Chun-kit, the association's assistant marketing manager. 'Their services could add up to more than HK$50,000, but we wouldn't have been able to pay for it, because we're on a tight budget.' Although PR companies' social conscience is laudable, the exposure can also boost their image, a neat piece of public relations. Ng recognises this, and says some industry colleagues ask her how to earn a Caring Company award (the Hong Kong Council of Social Service's recognition of corporate citizenship). 'Their motives might not be entirely innocent and sincere, but it's still a good thing.' Many of the firms working for non-profit organisations are small. Although larger, more established companies may have more resources, they also typically have tighter constraints. 'A bigger company would perhaps have to consult its board, and most pick less opinionated, less political charities and not-for-profits to support,' says David Ketchum, chairman of the Hong Kong Council of Public Relations Firms. 'Most small PR firms do this work because their founders are passionate and want to give something back to the community. Some do it for networking and contacts, but any benefits are very long term and intangible.' Ruby Wan Mei-yuk of Wasabi Creation agrees. 'They might do [charity work] for brand-building, although I don't think it's that effective,' she says. That's not to say the PR professionals are about to put good works ahead of making money. 'Let's be realistic,' says Chung. 'I hope one day I can [forget about profits], but at the moment we can't trumpet ourselves as being socially responsible. What I do depends on my abilities and how busy I am.' These collaborations can be risky. Clare Ng Hung-ka, who runs ho-sum.org, an online platform linking more than 200 charities with prospective volunteers, says that about half the groups she's in contact with have reported unhappy experiences with PR firms. Some of the firms make extravagant claims about securing corporate sponsorship and make unreasonable demands that put their [corporate] clients' needs ahead of the beneficiaries, she says. 'That's why we don't recommend any firms to NGOs and vice versa.' Still, well-managed projects can benefit social causes more than the corporate sponsors that are keen to bolster their public image. Leslie Ng Chi-ching, director of bbluesky, a design and public relations company with a focus on arts and culture, has turned an annual book festival sponsored by Standard Chartered into a showcase for struggling charities and small NGOs such as nature conservation group the Gaia Association. 'It doesn't take much effort to help them, so why not do it?' Ng says. 'They don't know how to promote themselves, so I give them help when the opportunity arises. 'I ask myself, 'Can I contribute to society while making money?' The best scenario would be an event that fits the interests of the company, the charity and my personal agenda. Of course, it's not easy to achieve.' A little expert help can go a long way. The Society for Abandoned Animals was an obscure group until it was approached by a PR firm offering help in 2003. Now, the society is among the leading animal welfare groups in Hong Kong. 'Not many people knew about us in the beginning,' says director Noel Fan Wan-ching. 'We can't afford staff to do publicity, so these firms make it easier and they know the right sponsors. 'It's not just the money, but the fact that we can spread our message and raise our profile.'