PR Manager

perFIT is a premier fitness brand with four high‑end gym centers across Hong Kong. We are dedicated to promoting a healthy lifestyle through cutting‑edge facilities, expert trainers, and exceptional member experiences. Join our dynamic team and help shape our brand’s reputation in the industry. Responsibilities Develop and implement comprehensive PR strategies aligned with overall business objectives to strengthen perFIT’s brand authority, market positioning, and public visibility across Hong Kong and potential regional markets. Lead the creation of high‑quality PR content, including press releases, media pitches, brand stories, executive speeches, marketing collateral, and digital PR materials (for social media, website, etc.), ensuring consistency with brand voice and messaging. Build, nurture, and manage strategic relationships with senior media professionals (print, digital, broadcast, fitness & lifestyle verticals), key influencers, industry thought leaders, and high‑value stakeholders to drive impactful media coverage and partnership opportunities. Oversee the planning, execution, and post‑event evaluation of PR events, brand activations, fitness campaigns, and community initiatives (e.g., fitness challenges, wellness seminars, charity collaborations) to enhance brand engagement and public perception. Monitor media landscape, industry trends, competitor activities, and public sentiment using professional tools; analyze data to identify PR opportunities, measure campaign effectiveness, and provide actionable insights for strategy optimization. Lead crisis communication management: develop contingency plans, coordinate cross‑departmental responses, and communicate with stakeholders to mitigate reputational risks and protect brand integrity. Manage and mentor a small PR team: set performance goals, provide guidance on project execution, and foster a collaborative, results‑driven work environment. Collaborate closely with Marketing, Sales, and Operations teams to ensure PR initiatives are integrated with overall business strategies and support member acquisition/retention goals. Qualifications Bachelor’s degree or higher in Public Relations, Communications, Marketing, Journalism, or a related field; master’s degree is a plus. Minimum 8 years of progressive PR experience, with at least 5 years in a managerial role, preferably within the fitness, wellness, lifestyle, or consumer goods industry. Experience in the Hong Kong market is essential. Exceptional writing, editing, and storytelling skills in both English and Cantonese/Mandarin; proven ability to create compelling content that resonates with target audiences and secures media coverage. Demonstrated track record of developing and executing successful PR campaigns that drive measurable results (media impressions, brand awareness, lead generation). Extensive and established network of media contacts (editors, journalists, producers) and KOLs/influencers in the Hong Kong fitness and lifestyle space. Strong crisis management experience: ability to remain calm under pressure, make quick decisions, and navigate complex communication challenges effectively. Proficient in using PR tools (e.g., Cision, Meltwater) for media monitoring, campaign tracking, and reporting; familiarity with digital marketing and social media platforms is a plus. Excellent leadership, team management, and cross‑departmental collaboration skills; ability to inspire and guide a team to achieve ambitious goals. Creative, strategic thinker with a proactive mindset; ability to identify emerging trends and translate them into impactful PR initiatives. Strong organisational skills with the ability to manage multiple projects simultaneously and deliver high‑quality results under tight deadlines. #J-18808-Ljbffr