The key to success in the public relations (PR) business is how you treat your clients. Ask Richard Tsang and he will tell you that the PR business is all about people, and how you deal with them can make or break a PR company.
As chairman and managing director of Strategic Public Relations Group, Mr Tsang's pragmatic business approach has helped him maintain good relationships with clients all these years. 'Clients are no fools. If they see you do not deliver what you have promised, I guarantee the relationship will only be short-term. PR is a business all about people.'
He started his PR and communications company with only five staff in 1995 and has grown it into a major independent firm employing more than 240 people, with regional offices in Beijing, Shanghai, Guangzhou, Taiwan, Singapore and Malaysia.
Although the business began with just a few staff, their strengths helped to grow the company steadily.
'I had to make sure my clients received top-notch service from my experienced team. It was not only vital from the professional point of view but also helped brand building in the long run,' Mr Tsang said.
It has not always been plain sailing. According to Mr Tsang, 2000 was an auspicious year as many information technology (IT) companies sought financial PR services before being listed on the Hong Kong stock exchange. Due to overwhelming demand, the company overexpanded the operation without any idea that the IT bubble would burst so quickly.