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SCMP Reporter

MARLENE Lee and Des McGahan started their public relations business in 1989 with only one clear goal: to build a company with a reputation for doing a good job.

  Apart from a few broad ideas of the type of jobs they would like to tackle, their business plan was pretty much a clean slate.

  The two had worked together at another public relations firm before they left to start their company. Like most small businesses, a lot was at stake: for Ms Lee it was her savings and for Mr McGahan, a mortgage on his home.

  Public Relations International Services Management - better known as PRISM - began with a make-do office in the living room of Ms Lee's flat.

  Today, they are the backroom people behind attractions that have helped make Hong Kong the events capital of Asia.

  Their current sporting projects include the Rugby Sevens, 555 Hong Kong-Beijing Rally, the Macau Grand Prix, and the Johnnie Walker International Club Championships.

  ''I think in the early days it was fear of failure rather than the lure of success that drove us,'' Ms Lee said.

  A crucial part of the partners' early success was making the contacts that would eventually bring in business.

  Equally important was their decision to pursue business in sports events management and promotion. ''We were well connected in the media and knew a lot of Hong Kong's leading sporting identities,'' Mr McGahan said.

  The other benefit was a lack of competition.

  ''There were only a few other players back then and the way was really clear for us to put the event promotions industry on the map,'' he said.

  Winning client confidence was a major obstacle, especially when the business was small. In setting up PRISM, the partners did not want to use a bank loan or an overdraft.

  ''We both had then and still do have very conservative financial views and wanted to work within a fairly strict budget,'' Ms Lee said.

  But potential clients did not always see it that way and, in some cases, it caused a credibility problem.

  ''Clients believed we could do the job, but would say to us: what happens if we give you the job and you go broke?'' Mr McGahan said.

  Six months after PRISM was formed the partners drew their first wage but the growing pains were far from over.

  ''It was basically a big juggling act,'' Ms Lee said. ''We were signing for events that needed 15 people to manage when there was still just the two of us.

  ''The search for new business never stopped and we were always trying to anticipate the staff numbers needed.''   As well as being specialists in sports promotions, PRISM has since branched out into other projects.

  The company, now based in Wan Chai with 30 full-time staff, has completed public relations projects in 13 Asian countries.

  With staff members who joined PRISM in its fledgling days and a low staff turnover, the partners attribute much of their success to team effort.

  ''It's very satisfying to sit in the stadium at the Rugby Sevens and watch it fill up with 40,000 people and know that your company played a part in getting the spectators there,'' Ms Lee said.

  ''We couldn't achieve tasks like that without a strong team spirit and a stable staff.''   Today, PRISM still has a monopoly in the territory.

  ''There are no other companies who do public relations as well as event promotion,'' Mr McGahan said.

  A harmonious partnership with both dividing their strengths between the demands of the business has also been vital for PRISM's success.

  Working with their desks positioned side by side in the office they share, PRISM's founders have strong feelings about partnerships.

  As far as Ms Lee is concerned, a successful partnership is based on implicit trust.

  ''Partnerships are riddled with failures,'' Mr McGahan said. ''They fail as a result of different objectives to accusations that the other is not working as hard or is spending more money.

  ''Potentially, it can be worse than a marriage but when you have a partnership that works, you really see the benefits of two minds.''   Expansion plans are also being considered. Asked if this would involve new shareholders, Ms Lee said: ''We're still at the dating stage but we're looking at some proposals that have been put to us.''   Mr McGahan said:''We have to work out what will be the best direction to take the company.'' 



Promoting success in the sporting spectrum