One of the key roles of corporate communications is stakeholders’ management. It encompasses relationship building with both internal and external stakeholders. This is particularly crucial for organizations that involve in the implementation of public policies and those businesses that are closely related to public interests. A good understanding of the political and media ecology in Hong Kong seems to be a pre-requisite for doing sensible lobbying, while various concern groups formed by local community members have also emerged as influencers of public sentiments in recent years. It is never possible to satisfy all parties concerned, but effective and well-planned lobbying is instrumental in protecting corporate image as well as mitigating any backfire while paving the way for policy implementation. PRPA is privileged to have two speakers to share with us their experience in lobbying. | 
