PRHK Announces 2026–2027 Board expanding Academic Partnerships and Industry Vision
Hong Kong – PRHK, the leading association for public relations and communications professionals in Hong Kong, today announced the appointment of its new board for the 2026 – 2027 term. The incoming board combines senior agency leadership, digital marketing innovators and an expanded cohort from across Hong Kong’s top academic institutions to drive industry standards, talent development and data-backed thought leadership.
Annouchka Behrmann, Managing Partner at FINN Partners, steps into the role of Chairperson, supported by Deputy Chair Penn Leung, Director CCG. A key highlight of this year’s board is the significantly deepened representation from academia, including leadership from City University of Hong Kong, The Chinese University of Hong Kong, The Hong Kong Polytechnic University and Hong Kong Baptist University, intentionally designed to bridge the gap between tertiary education and agency and in-house practice.
“Building brands, engaging hyper-connected and discerning audiences, navigating AI integration and misinformation, all require a seamless bridge between classroom theory, academic research, and real-world practice,” said Annouchka Behrmann, Chairperson of PRHK. “Academic research shouldn’t exist in a vacuum; it needs to fuel creative, high-impact brand building and reputation management. Likewise, industry insights honed through execution and experience must inform academic research and shape tertiary curricula so graduates hit the ground running. Uniting university academics with agency and industry principals on our board will help our community to stay agile, evidence-based, and equipped to drive meaningful value.”
The 2026-2027 board of PRHK is comprised of:
- Chairperson: Annouchka Behrmann, FINN Partners
- Deputy Chair: Penn Leung, CCG;
- Treasurer: Simeon Mellalieu, Red Knight Communications
- Research Programme
- Chair: David Ketchum, Current Asia
- Deputy Co-Chairs: Esterina Nervino, City University of Hong Kong; Wu Shih Chia, The Chinese University of Hong Kong
- Digital & Marketing Co-Chairs: James Hacking, Haah; Jesa Amparo, CCG
- Education & Mentorship Programme
- Chair: Kevin On, Hoffman
- Deputy Co-Chairs: Doreen Ang, Edelman; Carol Yeung, Omnicom PR
- Events Chair: J. Travis
- Membership Chair: Jackin Kwok-kei Wong, The Hong Kong Polytechnic University
- Next Gen Chair: Kitty Lee, Hong Kong Baptist University
- Partnerships & Sponsorships Chair: Cody Roberts, Genesis Partners
- Honorary Secretary: Kiri Sinclair, Sinclair
In the year ahead, PRHK will continue to expand its reach, engage rising talent, and provide a strong platform for allprofessionals, at every stage of their career, to grow, connect, and lead the industry forward.
Strategic Focus Areas for 2026–2027
Data-Driven Thought Leadership: Following PRHK’s recently published industry benchmarking study, the association will expand its research agenda to deliver forward-looking insights that help practitioners anticipate shifts in strategic communications and equip member firms to navigate future change.
Next Generation Creativity: PRHK will build on its flagship annual Hong Kong PR Young Lions Competition, central to nurturing the next generation of creative talent. In 2026, the Hong Kong Young Lions team won bronze at the Cannes Lions International Festival of Creativity event.
Academic Pipeline & Mentorship: PRHK will expand direct engagement with local universities through curriculum advisory, guest lecture series, student mentorship, and career pathway programs to align tertiary education with active agency practice.
Industry Collaboration: Building on key partnerships with ReThink HK and HKTDC MarketPulse, PRHK will continue leading strategic industry conversations on ESG communications, crisis readiness, and responsible brand storytelling.
Inclusive Membership: PRHK’s inclusive membership model welcomes agencies, in-house teams, individual practitioners, academics, affiliates, and students, creating a collaborative community that reflects the full spectrum of Hong Kong’s communications landscape.
About PRHK
PRHK is a modern and forward-looking industry organisation for public relations and communications professionals in Hong Kong. It represents, champions, promotes and supports the Hong Kong public relations and communications industry, its professionals, its affiliates, its academic institutions and their students. PRHK is a forum for discussion, learning and networking; an advocate for the industry and monitor of best practices within it; an interface between industry, academia, the business community, government and affiliated media and marketing sectors; and a point of entry for overseas companies, individuals and associations into Hong Kong’s PR scene. Established as the Council of Public Relations Firms of Hong Kong (CPRFHK) in 2001, the organisation was rebranded to PRHK in 2018.
Visit www.prhongkong.org or follow on LinkedIn at @PRhongkong.
Media Contacts
Annouchka Behrmann – Chairperson – | annouchka.behrmann@finnpartners.com
Penn Leung – Deputy Chair | Penn.Leung@creativegp.com