Carbo Yu

Regional Executive Director

A seasoned PR professional in Asia-Pacific, Carbo drives integrated communications and storytelling strategy across the regional Sinclair portfolio, and has a stellar record of directing communications for consumer brands and corporates across industry and sector. A true partner to clients, Carbo’s priority lies in enabling them to achieve and exceed their business goals. To do this, she utilises her sharp insights and quick thinking – qualities that saw her named Campaign Asia’s Women to Watch APAC in 2022 and China in 2021. She was also named PR Professional of the Year (Agency) by PR Awards Asia 2021 and Asia-Pacific Account Person of the Year – 1st Runner-up by Campaign Asia in 2016. Her leadership has contributed to her key clients’ successes and resulted in many award-winning campaigns.

Carbo is committed to driving industry-wide change and educating PR peers to drop AVE as a metric – she is an avid practitioner and supporter of the AMEC method of reporting. Carbo promotes the PR value proposition at every business and client opportunity, maintaining that measurement is what proves the worth of the industry to stakeholders and the C-suite.

Carbo sees purpose-led communications as the key driving force of the industry. A strong supporter of “PR for good”, she understands the positive impact PR work can have for communities, for PR practitioners, and for fostering morale within the sector.

Carbo holds a Bachelor’s Degree in Communication Studies from the University of California, Los Angeles. She is certified in Digital Marketing (Squared Online powered by Google) and Measurement and Evaluation of Communications (AMEC). She is fluent in Cantonese, English and Mandarin. Carbo currently serves as the Chairperson at PRHK.


My guilty pleasure is… “Cracking open a pack of sour cream and onion chips first thing on a Saturday morning as breakfast!”

If I had a superpower, it would be… “Speed running, so I could travel and see the world in no time.”

The advice I would give to someone thinking about working in PR is… “Be curious and ready to learn something new – every single day.”


Storytelling with the Right Content and the Right Context

‘Content is King’ was once a buzzing catchphrase among communications agencies and PR professionals. Then came ‘Context is Queen’. Are these ‘rules’ still relevant in marketing strategy today?

Carbo Yu · 19 Jul 2021

Let’s get emotional

Emotions are the primary driver for most consumer actions, so it is crucial to put your brand in the right context and connect with customers through understanding their mind-set.

Carbo Yu · 28 Aug 2020

PR for Good: Contribute to the community with purpose

Since the start of the COVID-19 pandemic, a question from within ourselves has constantly arisen: what can we do to help our local communities, especially if we’re not frontline workers?

Carbo Yu · 5 Jul 2020
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