 Mayor Malcolm Brodie, City of Richmond displayed his wishing card in front of the Tiger. Today is the 15th day of the first month of the year of Water Tiger which also marks the end of the celebration of the Lunar New Year. Incidentally, it is also referred to as the Chinese Valentine’s Day, which means, this year, the Western and Eastern Valentine’s Day runs consecutively. Does that mean double the romance? This year’s LNY celebration has been festive and exciting at Choice Communication. Despite the pandemic, we ran two celebrations – one physical and one virtual – both were immensely successful and meaningful, with charity components. As one of the most established malls in Greater Vancouver, Lansdowne Centre draws traffic to the mall with more than a hundred stores providing essential service. We are extremely excited to have produced two brand new installations. At the Kiosk Court, we have stuffed a traditional, handmade Tiger with packaged food generously donated by the Lansdowne T&T Supermarket, complete with a wishing wall. Anyone making a suggested cash donation of $5 will have a chance to win an amazing prize and make a wish at the display. On top, Lansdowne Centre will match all cash donations up to $5,000. The person who guesses the weight or the closest weight of the packaged food will win $388 (in gift cards). It is a win-win-win situation as the packaged food and donation will go to needy families with the help of the Richmond Food Bank.  When the shoppers go to the Centre Court, they will be greeted by a peach orchard, guarded by two golden dragons, with traditional Chinese lantern decoration. The pebble path lined with peach trees became the hottest photo spot for dating couples and families alike.  Meanwhile, on the virtual front, we hosted the 2nd year of LNY interactive, virtual cooking. This kicks off the new Culture Tastic, a series of five themed episodes. Not only was it fun, it also raised funds for local charity Richmond Cares Richmond Gives. More importantly, it is a medium to promote culture, understanding, and inclusivity through cooking. A small step towards a more inclusive community. 
The cooking demonstration by Chef Yuyina Zhang received extensive media coverage and we can’t wait for the rest of the series to unfold. 12/22/2021 卓思公關101 | 七點區分品牌與營銷的左膀右臂！公關（Public Relations）和廣告(Advertising)的本質都是服務於品牌，且屬於市場營銷（Marketing）的一部分。但很多人覺得公關公司和廣告公司很像，其實不然。兩者有互通的地方，但行業之間的差別不可忽視。今天，我們將根據7大點，直觀的像大家展示廣告與公關的區別，一起來看看吧！  Picture | Google.ca 1. 公關 Earned Media vs 廣告 Paid Media贏得媒體（Earned media）是指客戶、新聞或公眾主動分享品牌內容，通過口碑傳播您的品牌，談論您的品牌。換句話說，贏得媒體是他人主動給予的。 付費媒體（Paid Media）顧名思義是指通過付費或交換資源獲得的體現直接成本的營銷資源。這部分包含了絕大多數的付費廣告，是一種拓展覆蓋面的有效途徑。如搜索引擎廣告、聯盟廣告、定向投放廣告、電視廣告等。 在社會化媒體（Social Media）火爆之前，公關公司的核心競爭力往往是自身擁多少的傳統媒體資源，一些新聞稿可以在某個行業領域內獲得刊發機會，這其實就可以歸入到贏得媒體(Earned media)。不過隨著社會化媒體爆發，加之“中國式公關”的紅包發稿機制，在中國大陸很多企業方已默認將“傳統媒體新聞發布”劃為付費媒體(Paid media)，這也讓贏得媒體（Earned media）顯得比較蒼白，實際上沒有激活它廣闊的價值空間。 2. 公眾宣發就從廣告的角度來說，在新媒體時代投放廣告已經是企業宣傳自己的主要手段之一了，廣告公司在其中充當的角色是知道這則宣傳廣告播發和刊登的時間。 公關公司的主要任務是為合作企業最大限度地獲得媒體曝光和報導，這時候，光是廣告播發是不足夠的，還需要通過新聞發布會等線上線下等多種活動將企業活躍起來。 3. 發布週期對於廣告公司來說，只要你購買了廣告空間，那麼在此期間，做一則廣告可以在多個平台循環播放。 公關公司不同，公關公司寫的文案只能夠使用一次，同一媒體不能夠重複發布同一篇文章，為了獲取更大流量，要以新聞角度，不停的出創意想法。 4. 接觸人群在廣告公司工作，需要與同事和客戶建立起良好關係，為客戶計劃和購買廣告空間。 作為公關人，需要與媒體編輯、記者建立聯繫，公關人在職場上的人際關係不僅限於公司內部同事和客戶，媒體也是非常重要的一個需要友好溝通的人群。 5. 創意和網絡敏感度在廣告行業，內容、形式方面的創意能力要求比較高，這需要後天的不斷潛移默化和培訓。 但是公關行業對這一點的要求要弱一些，更多的是側重新聞嗅覺，需要實時關注熱點並通過其製造影響，那麼公關行業的要求就是要培養出新聞的敏銳性，有足夠的分析能力。 6. 消費反饋這是從工作的反饋角度分析。簡單來說，消費者在看到廣告時，心裡很清楚這是在向他們推銷產品或者服務，因此會產生一種警惕和排斥。 但是人們在閱讀文章或是觀看活動報導時，會下意識的認為這是媒體的客觀報導，接受起來沒有那麼排斥。所以，公關人可以從第三者角度為合作企業塑造形象，提高企業及其品牌的認知度、美譽度，以及知名度為目標。 7. 可控性的差別從創意角度來說，公關行業和廣告行業都是需要創意的，公關行業的創意體現在為合作企業擴大知名度的方法和手段上，廣告公司的創意體現在廣告的設計上。然而，廣告公司能夠控制自己的創意和內容，可以大致遇見後期的反響，公關在這一點上卻比較被動，無法控制媒體如何傳播你的信息，或者是否願意採納你的信息。利用輿論發聲，就存在被輿論反噬的可能性。 從理論上講，傳統的廣告公司是包含公關業務的，便是廣告公司裡面不同的部門。 儘管公關和廣告是獨立的學科，但如今，這兩塊內容漸漸地在不斷融合互補，企業可以結合公關和廣告以擴大覆蓋範圍。平均而言，客戶需要五到七次印象來記住您的產品，因此您需要獲得的所有覆蓋範圍，包括賺取和付款。 如果您只是剛起步或經營規模不大，建議您先從PR開始。這是一項長期戰略，但仍然可以幫助您快速獲得勝利。一旦您的產品吸引了人們的注意力，並且您有能力做廣告，就可以開始涉足。只需確保您在付費渠道上進行投資即可獲得最大的投資回報。廣告和公關可以共同幫助您更快地實現目標。它們確實有一些相似之處，但實際上，每種方法對您的品牌都有不同的含義。選擇適合您的品牌和目標來佔領市場的組合。  Picture | cuspera.com
 Picture | Google.ca PR agencies and advertising agencies have many similarities and are often confusing to many. In 7 aspects, we guide you through the differences between advertising and public relations.
Technically, a traditional advertising agency includes PR, which is a different department within an advertising agency.
Today the two components are gradually becoming more integrated and complementary, and companies can combine PR and advertising to expand their reach. If you are just starting out on a small scale, it is recommended that you start with public relations first. This is a long-term strategy, but it can still help you gain popularity rapidly. Once your product has captured people's attention and it is time to start stepping into advertising. Just make sure you're investing in paid channels to get the most out of your investment. Together, advertising and PR can help you achieve your goals faster.  "Chef Denice Wai with Zoom callers watching and cooking with her. PHOTO BY ARLEN REDEKOP / PNG"
Too often, people complain about Zoom fatigue or lack of attraction for people to stay in front of their computer or device for longer than the average attention span (which is shrinking as we speak). At Everything Goes Virtual, we think interaction is key! The first-ever Virtual Charity Chinese New Year Cooking with Chef Denice Wai took place online while streamed live from a physical venue. It attracted much media attention because they appreciate the intricacy of it. Due to the pandemic, it is difficult for families to celebrate the arrival of the Year of the Ox together. Grandparents, parents, and grandchildren were not able to get together for the traditional new year eve dinner or other forms of celebration if they were not from the same household. EverythingGoesVirtual.com is a platform that enables different parties to stay connected. While it is mainly for business use, such as hosting of webinars, workshops, or fund-raising events, it is also perfect for celebrating festivities. Chef Denice demonstrated two traditional Chinese New Year dishes, with a healthy twist. Participants interacted with her and asked questions, much like in a physical setting. She provided feedback and advice in real time! The spots in the Zoom Room were literally filled within hours. Participating families were from different backgrounds including Canadian, Chinese, Vietnamese, and Japanese. Apparently, they all shared a passion for Chinese cooking, food, and culture. Of note is that a grandmother in Richmond, BC was joined by her daughter and three grandchildren in Alberta, AB. It makes this charity cooking event truly multicultural and multi-generational – to stay connected, although apart. The event was made possible with the generous support of Aspac Developments in providing the filming venue and Lansdowne Centre in supporting the chef’s participation and providing the ingredients to all participants. The event was free to join. Participants and the public are encouraged to donate to Richmond Cares, Richmond Gives at https://www.rcrg.org/Donate. The cooking show was archived for viewing. 12/11/2020 Be Mindful of Zoom Fatigue In pandemic times, especially with the social gatherings restrictions extended to January 8, 2021, it is more important than ever to stay connected with your colleagues, clients, friends, and families. Celebrate those special moments together, apart.
There are Zoom events that you want to exit after the first five minutes. And it’s easy to do on a virtual platform. Don’t pretend, I know you’ve done it before. You don’t have to excuse yourself or find the right time to leave, it’s just a click away for joining and leaving, and no one will notice especially if it is a big group. There are also Zoom events that are engaging and you want to stay. What makes the difference?  Source: The Canadian Press and Leger's Weekly Survey, October 5, 2020 In times of pandemic, do we give up the chance of getting together with clients, business associates, colleagues, and staff over the holiday season? Absolutely not! It is an annual occasion when we tell our clients how much we appreciate their business and our staff how much we love them and thank them for their efforts.
Under the new normal, there are ways to celebrate together, apart – in style! Here are some ideas and tips from far and near:
There are ways to put together a hybrid event meaning a combination of live, pre-recorded, and interactive elements. There can be many combinations and everything can be tailor-made to your vision. Food and wine can be delivered to your guests’ doorstep, complete with goodie bag and more. Online entertainment can also be arranged and all the guests need to do is to appear in front of their computer or laptop to take in the festivities. It is a great way to build relationship, just in a different environment. Christmas is just around the corner, start planning today and https://www.everythinggoesvirtual.com/ is THE solution to your next memorable experience.  Photo credit: Freepik 2020 is a game changing year for the event industry, and perhaps the most significant year to virtual events in history. The pandemic speeds up the process of integrating virtual elements into events, yet without it, virtual events will still be the hottest trends in the next decade.
 Photo credit: Freepik During the time of crisis, it is important for us to take extra care of ourselves, physically, mentally and spiritually.
Try one of the activities per day to stay healthy, and share love and positivity to people around you. Visit this useful guide for more information about how to improve mental health during the COVID-19 pandemic.  Did the tank actually drive down Décarie Blvd. on a Sunday in Montreal? Was the family getting fined at Port Coquitlam a few weeks ago trying to do something good to the community or making a profit out of this crisis?
While staying informed and current is crucial at this special period of time, many of us may also feel like being dragged down to the rabbit hole with a mix of useful information, fake news and alternative facts. 3/27/2020 KINDNESS V.S. COVID-19 ENTER CONTESTAre you missing dining at your favourite restaurant on a Saturday night or sipping on a perfectly brewed cup of coffee at your neighbourhood cafe yet?
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