HK Express is Hong Kong’s first and only low-cost carrier, always offering great value, affordable fares on one of the youngest and most modern aircraft fleets in the world.

Like you, and just like many people across Asia, we love to travel and discover new places across the world’s most diverse and dynamic region; and at HK Express, we’re opening up new travel experiences that inspire and invigorate millions of people across the region we’re proud to call home. Everything we do is focused on encouraging the spirit of adventure. Our routes provide the inspiration and spontaneity to try somewhere new, disrupting monotonous modern life. As we continue to open up new routes, often in secondary and emerging destinations, our passengers will gain access to an incredible range of places, exploring hidden gems and experiencing local cultures.

We have a diverse and vibrant team that embodies the adventurous spirit of our customers, and loves to travel too. Join us in this journey to make your career even more fulfilling and rewarding.

Location: Shenzhen, China

Reporting line: Head of Public Relations & Sustainability

Overview This Manager, Public Relations (China), is responsible for driving HK Express’s public relations and communications strategy in the Chinese Mainland market. This role covers both corporate communications and consumer PR, ensuring HK Express’s brand reputation, awareness, and engagement are consistently strengthened across the region.

Working closely with the Head Office PR team in Hong Kong, the Chinese Mainland marketing team, and appointed PR agencies, the incumbent will lead the planning and execution of PR activities that support the airline’s business growth, build stakeholder trust, and enhance its position as a reliable, progressive, and customer‑centric low‑cost carrier under the Cathay Group.

Role And Responsibilities Public Relations Strategy & Execution:

• Forumulate PR strategies and plans that support corporate and marketing objectives in the Chinese Mainland market.
• Manage appointed PR agencies to ensure strategic execution, quality outputs, and effectiveness of earned media activities.
• Lead local media relations initiatives including press releases, events, corporate announcements, and media engagement programmes.
• Localized corporate and consumer communications content to ensure culture and market relevance.

Corporate Communications & Issues Management

• Support HK Express’s corporate image and reputation management across the Chinese mainland market.
• Closely monitor media landscape, coverage, and sentiment to identify potential reputational risks or emerging issues.
• Provide first‑line issues and crisis communications support — including escalation, coordination, and message development in collaboration with the Hong Kong PR team.
• Handle media enquiries and prepare official responses, briefing materials, and Q&As for senior executives.
• Drive executive profiling initiatives, identifying and supporting speaking and media interview opportunities that strengthen HK Express’ corporate reputation and leadership voice.

Consumer Communications & Partnerships

• Partner with Chinese Mainland Marketing team to develop and inplement consumer PR campaigns that build brand awareness and advocacy.
• Work closely with tourism boards, airports, travel trade associations and destiantions partners to initiate joint communications and marketing activities.
• Plan and organize media familiarization trips that showcase HK Express’s routes, destinations, and unique value proposition.
• Identify storytelling opportunities through earned media, influencers and branded content that strengthen consumer engagement.

Stakeholder Collaboration & Sustainability Communications

• Coordinate with internal stakeholders across HK Express to ensure consistent messaging.
• Support communications related to HK Express’ sustainability and corporate responsibility initiatives in the Chinese Mainland market.

Qualifications

• Bachelor’s degree in Communications, Public Relations, Journalism, Marketing or a related discipline.
• Minimum 6-8 years’ experience in public relations or corporate communications; experience in aviation, travel, consumer sectors or PR agencies preferred.
• Proven experience in issues and crisis management, media relations and executive profiling.
• Strong understanding of the Chinese Mainland media and digital landscape, with established connections across key media and influencers.
• Excellent written and spoken Mandarin Chinese and English (Cantonese an advantage).
• Demonstrated experience managing PR agencies and delivering integrated communications programmes.

Desirable Qualities

• Strategic and proactive mindset with strong crisis readiness and responsiveness.
• Skilled storyteller able to translate corporate objectives into compelling naratives.
• Collaborative team player comfortable working across culture, functions and regions.
• Highly organized with strong project-management skills and attention to details.
• Confident communicators capable of representing the brand professionally with senior stakeholders and media.

职位: 公共关系经理 (中国) 地点: 深圳 - 中国 汇报对象: 公共关系及可持续发展主管 公共关系经理 (中国) 负责制定并执行香港快运在中国内地市场的公共关系与传播策略。该职位同时涵盖企业传播与消费者公关两大领域，确保 香港快运品牌形象、知名度与受众互动在区域内持续提升。

此职位将与香港总部公共关系团队、中国内地营销团队及指定公关代理公司密切合作，统筹策划和执行各类公关活动，以支持航空公司的业务增长、增强利益相关者信任，并巩固 香港快运作为国泰集团旗下可靠、进取且以客户为中心的低成本航空品牌形象。

职责与工作内容: 公共关系策略与执行:

• 制定并执行符合香港快运企业及营销目标的公共关系策略与计划。
• 管理指定公关代理公司，确保战略执行到位，输出优质成果并实现有效媒体曝光。
• 主导媒体关系工作，包括撰写新闻稿、组织活动、发布企业公告及策划媒体沟通项目。
• 本地化企业及消费者传播内容，确保其符合市场与文化需要

企业传播与议题 / 危机管理

• 维护并提升香港快运在中国内地市场的企业形象与声誉。
• 持续监测媒体环境、报道与舆情，识别潜在声誉风险与新兴议题。
• 在出现问题或危机时，提供第一线的沟通支持，包括升级反馈、协调及信息拟定，并与香港总部公共关系团队保持协作。
• 处理媒体查询，撰写官方回应、简报材料及管理层问答。
• 推动企业高管形象建设，主动寻求与支持发言机会及采访，以增强香港快运的品牌领导力和企业话语权。

消费者公关与合作伙伴关系:

• 与香港快运中国内地营销团队合作开展消费者公关项目，提升品牌知名度与认可度。
• 与旅游局、机场、旅游行业协会及目的地合作伙伴紧密合作，策划联合传播及营销活动。
• 策划和组织媒体考察（Fam Trip），展示香港快运航线、目的地及品牌优势。
• 发掘通过媒体、KOL 与品牌内容讲述香港快运故事的机会，增强消费者互动与品牌影响力。

内部协作与可持续传播:

• 与香港快运内部各部门及相关单位紧密协作，确保信息与口径一致。
• 支持香港快运在中国内地市场的企业社会责任及可持续发展传播工作。

任职资格:

• 大学本科及以上学历，主修传播学、公关、新闻、市场营销或相关专业。
• 6–8 年以上公共关系或企业传播工作经验；具有航空、旅游、消费行业或公关公司从业背景者优先。
• 具备议题与危机管理、媒体关系及企业高管形象建设的相关经验。
• 熟悉中国内地媒体环境及数字传播生态，拥有良好的媒体与意见领袖资源。
• 优秀的中英文书写与口头表达能力（懂粤语者优先）。
• 拥有丰富的公关代理管理经验，能独立策划及执行综合传播方案.

优先素质:

• 具备战略性思维和前瞻意识，能够在突发情况中灵活应对，具备良好的危机处理与沟通协调能力。
• 擅长内容策划与故事化表达，能够将企业战略和品牌理念转化为生动、有传播力的传播内容。
• 拥有良好的跨部门、跨文化沟通与合作能力，具备强烈的团队协作意识。
• 具备出色的组织协调与项目管理能力，工作细致严谨、执行力强。
• 自信稳重，具备专业的商务沟通能力，能够代表品牌与高层管理人员及媒体进行有效交流。