Hong Kong

First-ever EAST Zone Communications Workshop opens in Hong Kong


Hong Kong: The management of digital content and communications planning took centre stage at the first-ever Asian Football Confederation (AFC) Communications Workshop for Member Associations in the East Zone which opened in Hong Kong on Thursday.

AFC Consultant Chris Hurst, formerly from the British Broadcast Channel’s (BBC) Sport Digital team, kicked-off the workshop with a session on creating a digital content strategy, showcasing the best practices of leading football and sports teams and organisations, while examining how their tactics and successes can be replicated by the AFC Member Associations.

Participants also benefitted from a case study by Chinese Football Association, Head of Media and Public Relations, Sherry Huang who shared an insightful presentation on the importance of developing vibrant and robust communication strategies, against the backdrop of an ever-evolving Chinese digital media landscape.

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Guam Football Association (GFA) Executive Committee Member, Marvin Iseke said: “"This is the perfect opportunity to hear the challenges and success stories from other Member Associations. It is important that everybody is on the same page so we can move forward together and elevate football to another level.

“We are always learning, and it is fantastic to get insights from expert speakers. We also watched China PR present their social media strategy and it is so nice to see that they are willing to share their information with us so we can grow together.

“GFA recognises the importance of putting in place a strong framework and strategy to strengthen our outreach and this workshop has been invaluable in enabling us to reach as far wide an audience as possible.”

Fan engagement was another topic which was underlined during the opening day, as participants examined the advantages of establishing a distinct brand identity for national teams and associations as well as building a closer connection with fans directly, through the use of more relevant, creative and strategic voice for digital media content.

Other topics covered included campaign marketing, national team branding and the “tone of voice” that should be used by the federation when communicating with their fans, as well as with other stakeholder groups.

The participants concluded the first day with a practical session, which enabled them to put into practice the key lessons gathered from the Workshop as they formulated a digital strategy for a major national team competition.

The East workshop, which will continue on Friday with participants delving into Crisis Communications, is the final leg of a series of communications workshops which has been held across all five of the AFC Zones over the last 18 months.