PRHK Announces 2025 PR Young Lions Competition: Young Talent to Compete for a Chance at Cannes Global Event

PRHK, Hong Kong’s association for public relations and communications professionals, is proud to announce the return of the 2025 PR Young Lions Competition in Hong Kong today. Hosted in association with The Association of Accredited Advertising Agencies of Hong Kong (HK4As), the competition will send the winning team of two to Cannes, France, this summer to represent Hong Kong at the prestigious International Festival of Creativity, where they will compete against the best of the best at the Global Young Lions Competition.

Each team should comprise two members. The competition is open to young professionals based in Hong Kong, aged 30 or under (born on or after 20 June 1994), working for PR and communications agencies or specific in-house PR departments. Organisations can welcome to submit multiple teams. Freelancers are also welcome. The format of the Hong Kong Competition will follow that of the Global Young Lions Competition, where entrants will be asked to devise a PR campaign in response to the brief in 24 hours. The competition brief will be set in partnership with a local NGO to be revealed at 10am on Friday, 11 April 2025 via a virtual webinar.

Competitors are expected to submit their submissions by 10am on Saturday, 12 April 2025 via email and present their proposals in-person to a panel of expert judges. The winners will be announced on the same day and PRHK will sponsor the winning team’s travel expenses, including flights and accommodations, as well as passes to the Cannes Lions International Festival of Creativity, scheduled to take place on 16–20 June 2025.

For members of PRHK or HK4As and freelancers, entry fee for each team will be HKD 3,500. The entry fee for non-PRHK members will be HKD 5,000 per team.

Registration closes on Wednesday, 9 April 2025. For more information and registration, please visit PRHK’s event page.

Entries will be judged on the following criteria:

– THE CREATIVE IDEA (30% of vote): Demonstrate how the idea was designed to earn attention from the target audience
– PR STRATEGY (40% of vote): Insights, key message, target audience (consumer demographic/individuals/organisations), and creation and distribution of assets
– PR EXECUTION (30% of vote): Implementation of the PR, timeline, scale

Key dates

– Friday, 28 February – Registration opens
– Wednesday, 9 April – Registration deadline at 11:59pm
– Friday, 11 April – Competition briefing at 10am via webinar. Participating teams have 24 hours to respond to the brief.
– Saturday, 12 April 
    – Teams submit proposal via email by 10am
    – Presentation to judges in-person to proceed from 10:30am
    – Winners announcement ~ 2pm
– Monday 16 to Friday 20 June 2025 – Winning team will represent Hong Kong at the Global PR Young Lions Competition in Cannes, France