Shirley Chong
Professor, Director of Communications and Institutional Research , City University of Hong Kong
Professor (Ms.) Shirley Chong joined City University of Hong Kong (CityUHK) in 2016 and is currently Director of Communications and Institutional Research (DCIRO). She leads the university’s communications and ranking strategies, with expertise in internationalisation, marketing, and reputation management. In 2024, she was elected Visiting Fellow at Lucy Cavendish College, University of Cambridge, recognising her leadership in higher education communications. She also serves as an Adjunct Professor in Media and Communication at CityUHK. Active in the Times Higher Education W100 Reputation Network, she contributes to global reputation initiatives and training, particularly in branding and reputation.
Sessions
Workshop 2: Unlocking the Power of Branding for Universities
PCST Symposium 2025 Tokyo / Japan SciCom Forum 2025
Abstract: Join us for an engaging workshop titled "Unlocking the Power of Branding for Universities," designed for communications practitioners. This session will provide essential insights into effective branding strategies that can attract international students, faculty, and funding. Participants will engage in small group discussions about their universities, learning how to craft a compelling brand narrative and maintain consistency across all communications. We’ll also explore innovative engagement techniques and methods for measuring brand effectiveness. By the end of the workshop, attendees will be equipped with actionable strategies to elevate their institution's brand in a competitive educational landscape.
Facilitated by Kasuhiro Sekiguchi, Project Professor, Headquarters for Co-Creation Strategy, National Institutes of Natural Sciences. Supported by Research University Consortium (RUC)