On the Record: RFI Asia’s David Ko

MARKETING-INTERACTIVE is bringing its "On the Record" column to our readers in Hong Kong. The new series is launched to shed light on the hardworking leaders behind the suits running the agencies, and shaping the local PR industry culture. The series is created to not only showcase the work ethics these leaders possess but also showcase the journey they took to reach the top.

We kick off the series with David Ko (pictured), managing director, Ruder Finn Interactive (RFI) Asia. Ko first dipped into public relations as a senior consultant at Edelman Hong Kong. Since then, he had developed passion and skills in writing and technology by handling projects that required a large amount of writing and focus on B2B tech accounts that kept him immersed in tech innovations.

Having stepped out of his comfort zone, Ko also started up his own PR firm twice back in 2001 and 2013. His second agency was acquired by Ruder Finn in 2016. As a founder and now a leader of a PR agency, Ko believed the willingness to sacrifice and trust in his staff are important elements to head up a company.

Find out more about Ko's journey in public relations thus far and who inspires him.

MARKETING-INTERACTIVE: Describe your management style

I would describe my management style as optimistic, trusting, and focused on discovering and developing the strengths of the staff who I manage. I believe each person has unique talents that can contribute to the success of the team. My role is to provide guidance and support to help my team members grow in their careers and perform at their best. I'm not a micromanager - I want to empower people to take initiative and ownership. At the same time, I'm always available to mentor and advise when needed. My door is always open.

MARKETING-INTERACTIVE: What was your first PR gig?

My first job in PR was with Edelman Hong Kong back in 1993. I joined as a senior consultant in its technology practice, working with clients such as Novell, US Robotics, Symantec and the Hong Kong Computer Society. It was an exciting time, as the internet and personal computing were just starting to take off globally.

I got to help tech companies communicate the benefits of technologies that were completely new concepts to most people at the time. It was a steep learning curve, but it set me on a path to specialising in technology PR for the next decade of my career.

MARKETING-INTERACTIVE: Why a career in PR?

I was building a career in marketing communications with New World Hotels, but wanted to transition to a role where I could really leverage my two biggest passions: writing and technology. That's when I decided to take the plunge into agency PR with Edelman Hong Kong.

The variety of clients and projects let me flex my writing muscles daily and focusing on B2B tech accounts kept me immersed in the technology innovations I loved following.

Working for global brands and pitching stories to veterans such as Bien Perez (SCMP) and Don Tennant (ComputerWorld) was incredibly exciting for me. I've never regretted following my interests into a PR career. When I founded Daylight Partnership I transitioned into digital marketing, but PR will always have my heart.

MARKETING-INTERACTIVE: Who was the mentor who most influenced you and why?

I've been fortunate to have many great mentors over my career, but the one who influenced me most was Pam Edstrom, the legendary co-founder of Waggener Edstrom (now WE). I had the privilege of working closely with Edstrom after WE acquired my first agency. Beyond being a pioneer in tech PR, Edstrom demonstrated how to lead with heart and purpose. She cared deeply about people - both employees and clients.

Edstrom taught me the importance of nurturing talent and always staying humble. Her wisdom and kindness made a profound impact that I still carry with me today. I miss her greatly.

MARKETING-INTERACTIVE: What's your biggest blunder in your career? How did you resolve it?

Early in my career, I led a product launch that completely fizzled out due to poor planning. I relied too heavily on the client team's timelines and didn't do enough contingency planning for delays. Quality suffered and our event was rife with hiccups. I learned the hard way to take ownership of the process and take accountability for the mistakes of others.

Now I always have plan A, plan B and plan C ready for any campaign. “Hope for the best but prepare for the worst” is a great adage.

MARKETING-INTERACTIVE: Harshest thing said to you in your career?

I once had a client VP tell me he regretted hiring our agency and felt like it was a waste of money. At the time it stung, but I listened to his critique about how we weren't meeting expectations. I realised there was a major disconnect between what he wanted and what we were delivering. We weren't asking enough questions early on. I used it as motivation to improve how we understand client goals and manage accounts. In the end, it helped us strengthen the relationship.

MARKETING-INTERACTIVE: Harshest thing you have said to someone? 

In my 30s, running my own agency, I didn’t suffer fools gladly. Our company culture was nimble, results-oriented, whip-smart, but very self-absorbed. I once told someone who sat through an entire meeting without saying a word, “What are you doing here? If you are not contributing, you are wasting your time and mine.” It took me a long time to understand that intelligence comes in many forms, and we don’t always have to be the smartest person in the room to have value.

MARKETING-INTERACTIVE: What is the hardest part about your job?

After 30 years in this industry, the hardest thing is being an advisor to people 20 years my junior who don’t want to listen. I remember being brash and overconfident in my 20s too. But this business runs on relationships and institutional knowledge. I focus on asking young professionals about their perspectives and look for mentoring opportunities. I learn from them and hopefully they learn a little from me along the way. It baffles me why someone would refuse to accept new information because that’s how we learn.

MARKETIGN-INTERACTIVE: Biggest misconception about PR? 

That it's just "public relations". The reality of what we deliver now is capital C communications with strategic value. Communications plays a key role in building trust, protecting reputation, shaping narratives, identifying influencers and driving business results. We're at the intersection of storytelling and brand. There's much more depth than just media relations. The old "spin doctor" stereotype is long outdated.

MARKETING-INTERACTIVE: How do you measure your own personal success?

For me, success is defined by the people I've helped develop in their careers over the years. I take pride in watching young professionals grow into leaders in this industry. If I can play even a small role by mentoring someone early on or giving them opportunities, it makes me feel like I'm contributing to the future in a meaningful way. That lasting positive impact is the ultimate measurement of success to me.

MARKETING-INTERACTIVE: One thing you would say to a newbie in the PR industry?

Don't be afraid of failing - take risks and learn from your mistakes.

Ask lots of questions - data from any source, however unobvious, is always valuable. Don't try to become CEO in two years - success takes patience and perseverance. Enjoy the journey.

MARKETING-INTERACTIVE: One thing you hate most about the PR industry?

"Hate" is much too strong. But one thing I do wish for the industry is that more companies realise the strategic value of communications for things such as trust-building, reputation management and influencing narratives. There should be more senior communicators in the C-suite. We need more chief communications officers at the top level.

MARKETING-INTERACTIVE: Have you ever wanted to try starting up your own PR firm? Why/Why not?

I did twice! I started my first agency, Shout Communications, in 2001 and sold it to Waggener Edstrom in 2005. I then stayed with WE for seven years. In 2012, I decided to take a one-year sabbatical, and on my return, I started my second agency, Daylight Partnership, which was acquired by Ruder Finn in 2016. I’ve been with Ruder Finn ever since.

Being an entrepreneur is not for everybody, you need to make a lot of sacrifices to devote all your energy and focus to building a business, especially in the first few years.

You also need grit, and immense confidence in yourself. Most important, you need the insight and luck to find smart, passionate, energetic individuals who can join you on the journey. I’ve had the fortune to meet many talented individuals who have made the experience very worthwhile.

MARKETING-INTERACTIVE: How has PR evolved over the last five years?

The pace of change has been staggering. Digital and social media allow direct engagement with stakeholders. But it's also created an "always on" environment and endless noise to cut through.

Emerging tech such as AI is opening new opportunities while also raising ethical concerns. The explosion of data allows more targeted, insight-driven strategies.

But it's impossible to skate to where the puck will be next. PR pros today need agility, creativity and principles to anchor their moral compass through continuous change. It's an exciting time to guide companies on communicating with purpose.

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