HKJC advertorial

The prime objective of any corporate communications initiative is to establish favourable reputation with the public. HKJC is in gaming business which is prone to corporate image problems and public criticism. Its image risk increases since it has been allowed to advertise in the broadcast media on a regulated basis so that it can combat against its competitors, illegal bookmakers. It has become a balancing act between revenue and image protection. In recent years, HKJC has therefore increase effort on trumpeting about its values to the society. It supports numerous charitable organizations, subsidizes public facilities and creates job opportunities directly and indirectly. In fact, some of the corporate communications inititaives are quite good. We can learn from them and steal some ideas.