Times Higher Education’s World 100 Reputation Network welcomes Shirley Chong, director of communications and institutional research at City University of Hong Kong, to its committee
Shirley Chong, director of communications and institutional research at City University of Hong Kong (CityUHK), sat down with Fiona Morrison, director of THE World 100 Reputation Network and THE Consultancy, to discuss her role as the newest member of the committee – and the Asian representative – of the THE World 100 Reputation Network (W100), a global network for reputation managers from the world’s leading universities.
Chong’s appointment is a significant milestone in CityUHK’s ongoing efforts to enhance its global reputation while representing the broader Asian higher education community on the international stage.
A personal motivation for joining
For Chong, the decision to join the W100 management committee was driven by CityUHK’s aspirational growth trajectory. “Joining the W100 management committee was a natural step for me,” she shared with Morrison. “CityUHK has had a unique journey – from a polytechnic to a university in 1994 – and we’ve worked tirelessly to establish ourselves as a world-class institution.”
Chong highlighted a common challenge faced by many Asian universities: the historical focus on teaching and research over brand and reputation. “Traditionally, Asian universities have concentrated on academic foundations, often overlooking the strategic importance of reputation management. My goal is to help change that narrative and to showcase the achievements of Asian institutions globally,” Chong explained.
Aligning with CityUHK’s strategic vision
CityUHK’s participation in the W100 network aligns with its broader vision of becoming a world-class global university. “Membership in the W100 network is a testament to CityUHK’s strong performance in various global rankings,” Chong noted. Ranked by THE as the most international university in the world in 2024, CityUHK recognises the immense value of international exchange.
“This network not only reinforces our commitment to global engagement but also supports our mission of becoming a leading international institution,” she added.
The value of international collaboration
Chong emphasised the importance of the W100 network in fostering global collaboration. “This network provides invaluable opportunities for our students and researchers to engage in international exchange and joint projects. It allows us to share best practice and learn from global peers, ultimately enhancing our academic offering and research capabilities,” she said.
Objectives and anticipated impact
Through its involvement in the committee, CityUHK aims to share insights from its own brand development journey. “With just over 30 years of history, CityUHK has developed a strong global reputation. We hope to use our experience to help other institutions navigate the complexities of reputation management,” Chong said.
She acknowledged the competitive nature of the higher education landscape and the challenges young universities face in establishing a unique identity: “CityUHK’s success demonstrates how a young institution can compete globally.”
Looking ahead: new initiatives and partnerships
CityUHK’s involvement in the W100 committee is already paving the way for new initiatives. “We are particularly excited about an upcoming collaboration between CityUHK and the W100, providing a unique opportunity for international exchange. This collaboration will explore innovative strategies to promote Asian universities and strengthen the Study in Hong Kong brand, alongside sharing insights with our Western counterparts,” Chong revealed.
The exciting new partnership – to be announced soon – will serve as a platform for universities across Asia to collaborate on branding strategies and raise the region’s profile as a hub for world-class education.
A new chapter for CityUHK and Asian higher education
As Chong steps into her new role, her vision extends beyond CityUHK. “This is an opportunity not just for our university, but for Asian higher education as a whole,” she concluded. “I look forward to working with my international colleagues to advance our shared understanding of reputation management and to position Asian universities more prominently on the world stage.”
Morrison congratulates Chong on this well-deserved appointment and looks forward to the valuable insights and positive impact she will bring to CityUHK and the global higher education community through her involvement with the W100.
