20 Questions With... Karen Ko, founder of K.Kommunications

In "20 Questions With..." we sit down with some of Hong Kong's top marketing services professionals to learn their story, their thoughts on the industry, and what they think the next big thing will be.

Karen Ko is the founder and director of K.Kommunications, a full-service public relations agency. After building her career in public relations at Ogilvy and Voltage PR, Ko launched her own agency in 2018, primarily serving Hong Kong's food and beverage industry. In those two years, Ko has shepherded her clients through one of the most challenging eras that the city's beloved F&B scene has ever faced, and she's done the lion's share of that work all on her own.

"As a one-man band, I’m responsible for all aspects of my business — administrative work, business development, client account management, scheduling, media shoots, and so," says Ko.

The hard work has paid off, and won her clients that include KURA, NOC, Smoke & Barrels, and the recently opened KOFFEE MAMEYA in K11 Musea. Ko was also named one of The Loop's "Rising Stars of 2020." We asked Ko to share a bit of how she got here, what it's like running her own agency, and what the future looks like for Hong Kong F&B.

Did you always think you’d work in PR?

Back in high school, I heard that PR required long hours and much dedication, but I had always wanted to experience working in the industry and see if I would actually like it — and I did! It’s a field that entails many facets and is a dynamic job.

How did you end up in the industry?

I joined Ogilvy’s management trainee programme after I graduated, and had the chance to rotate between various departments (advertising, PR, branding, social). I got a feel for most of the sectors in the company and was certain that I wanted to pursue PR. My second job at Voltage PR made me fall in love with F&B and want to specialize in this area.

What made you start your own agency?

Having worked in both an international advertising agency and a local boutique PR firm, I became more confident in my abilities and my vision in wanting to help small businesses who may have overlooked the power of strategic marketing. I couldn’t have imagined starting my own business 6 years ago, but I found my calling and felt the time was right to move on to another chapter in my life.

What sets K.Kommunications apart from everybody else out there?

Most PR firms eye on assembling a portfolio of A-list brands. K.Kommunications gives a voice to a variety of locally-owned and smaller businesses that also offer amazing food or services that people should know about. I always try to provide quality of work to the utmost degree. Regardless of the industry my clients are in, no one can control what might happen to their brand, but it’s possible to control how they deal with it. That’s the power of PR.

Say I'm a Hong Kong F&B business. Why do I need PR?

Hong Kong’s F&B scene is very competitive. As Hongkongers like to eat out, various cuisines are available at different price points. Restaurants not only have to compete with local stores, but also franchises that see Hong Kong as an ideal location for setting up branches. To have an upper-hand in this cut-throat industry, it’s important to get your name out there and make your brand known to the public.

If you could have any meal in Hong Kong, what would it be?

Definitely a home-cooked meal. Given my job, I’m always out and about doing tastings and socializing. While I enjoy the amazing food that various restaurants have to offer, I also like staying home and spending time with family.

Where do you find inspiration at work?

The people I meet. A large part of my work involves communicating with people I’ve never worked with or collaborated before. I find inspiration from people who challenge me mentally and do things differently as it gives birth to new exciting ideas. I always try to learn from everyone, be it their experience, work ethic, or road to being an entrepreneur. It’s a constant reminder for me to be open minded and appreciative.

What was your biggest PR challenge and how did you overcome it?

A big challenge in PR and also in building my own business is being able to block away the negativity while staying humble and accepting constructive feedback. It’s a mental game, because no matter what you do, some people will criticize. I’ve learnt to embrace criticism and turn it into my fuel, rather than a kryptonite. I always remind myself to just stay true to my vision and values, and that’s all that matters. If everyone is happy with what I do, I’m probably not stretching myself enough to attain bigger and better things.

How do you decide whether or not to work with a client?

When you work for yourself and there's often no one else around to guide you, it’s daunting to make all the business decisions. Sometimes, it all comes down to being intuitive based on past experiences. If something doesn't feel right, why would you do it? I can feel the chemistry if I know I can bring value to a potential client. The first meeting is always like a blind date: we’re both trying to get to know each other and see whether we’ll be the right fit for each other. Sometimes it works out, sometimes it doesn’t.

How do you show your clients that your work is effective?

PR is about branding and building brand awareness. My clients see the value of PR through the media exposure that they get after subscribing to my services. With my F&B clients, my goal is always to transform their business to the talk of the town so people would immediately think of their brand on top of their heads.

What’s the most memorable campaign that you’ve seen?
One of the most memorable PR campaigns I’ve seen is “Deisel – Go with the Fake” which is part of their “Go with the Flaw” campaign series. Diesel set up cameras in a hawker-like store and sold “Deisel” branded items. Since the name of the brand is spelt wrong, it deterred some shoppers to purchase the items. Those who bought items from the pop-up store for a fraction of the cost of usual Diesel merchandise were rewarded for recognizing the quality of original Diesel items.Not only is this a genius campaign, this just goes to show you how important it is to embrace “flaws” and trust your own instincts.

Are there any campaigns you've worked on this year that you're particularly proud of?

888 FATFATFAT – an innovative 2-month Chinese pop-up restaurant at Exchange Square. I loved the concept which was a play on Chinese mythologies and puns, décor, food, and immersive experience that the team gave to diners. Even amidst COVID-19 with so many restrictions in place, the campaign created a lot of noise and attention and had become the talk of the town.

How can the PR industry support Hong Kong during a year like this?

It has been a tough year for the PR industry. It’s a moral dilemma to want the best for the community while also wanting to help my clients, which are usually restaurants and bars. The PR industry has been contributing in many ways. In times like this, we have helped increase businesses’ viability and competitiveness through increasing our clients’ exposure. 

What trends in your field are you seeing that will matter in 2021?

Even though there has been news that a cure is out there for COVID-19, I imagine that it’s still going to be a tough year in 2021. I’m optimistic though, as crisis breeds creativity. Since going out will become more of a treat than ever, the F&B industry will come up with more unique food concepts and better ambience in order to stay competitive. People want a place to relax and spend money. With travel restrictions, restaurants that can offer great themes would be more popular.Also, consumers wishing to safely socialize will be spending more time in open-air spaces as the pandemic continues, meaning outdoor dining may be more favoured.

If you could change anything about your industry, what would it be?

Sometimes I wish that the PR industry could slow down a little bit. PR is a very upbeat and dynamic field. Not only does our work have to fit ever-changing editorial needs, constant effective communication is also needed with my clients and the media. 

Is there anyone in the industry that you particularly look up to?

My previous boss [at Voltage PR], Coco Chan, is my lifetime role model. She showed me the ropes of the trade. I don’t think I can do what I’m doing now without her continuous support and guidance. Not only is Coco an amazing businesswoman in the field of PR, she’s always actively exploring her passions, discovering new business opportunities, and also being a family-oriented mother. She’s taught me that it’s possible to balance work, family, and hobbies all at the same time.

What tools / apps / technology are essential to doing your job?

Definitely my to-do list. I’m a bit old school.I jot everything down in my schedule book to keep track everything I have to do each day.

How do you decompress outside of work?

I’ve always loved making origami and running marathons.Unfortunately, all the major marathon events are cancelled this year.These activities have made me a more patient person and I enjoy knowing that that I’m closer to a long term goal one step at a time.

Do you have a dream client?

To be honest, all the clients I’ve worked with and am working with are my dream clients! Of course, there may be ups and downs, but I choose to be a part of their journey and I love working with them.

What advice would you give to someone who wants to start their own agency?

These are the advice that people always say, but will always ring true regardless of any industry you are in: work hard, stay humble and be kind. Don’t ever doubt your abilities as you’re unique, and the only person you should truly compete with is yourself. If someone ever says you aren’t smart enough, tell yourself, “I can’t wait to prove them wrong.”