THE man who coined the phrase Project Fear for Better Together is to work on the Hong Kong government's PR drive as its crackdown against the pro-democracy movement continues.

Rob Shorthouse came up with the Project Fear title in 2013 while working on communications for the No campaign.

He has now landed a role working on the multi-million pound global PR campaign for Hong Kong government as leaders there attempt to move on from the prolonged pro-democracy protests that drew international attention.

Images of violence meted on peaceful protestors by police drew global outcry.

The state introduced sweeping new security laws in late June that greatly increase its powers against citizens in an attempt to regain full control.

Journalists and students are amongst those to have been arrested since that change was enacted, while the UK Government is to allow up to 3million Hong Kong citizens to settle in Britain.

Chief Executive Carrie Lam, Hong Kong's pro-Beijing leader, said the law will "restore stability".

Now leaders are trying to also restore Hong Kong's international standing.

The Relaunch Hong Kong initiative will attempt to repair damage to its business interests.

It will be carried out by the agency Consulum, which has taken the contract after other firms declined.

Shorthouse is one of three senior staff the company has hired three senior staff to work on the drive, as revealed by industry site PRovoke.

Shorthouse, who has been named as a partner, joins the agency after a spell as director of strategy and communications at Hong Kong's English Schools Foundation. Previous roles in Scotland include with Scotrail and Strathclyde Police, as well as with the Scottish Government during Jack McConnell's time as First Minister.

The campaign will target key influences, media, investors, think tanks and industry leaders across Europe, the US and the Asia-Pacific region.

Defending its reputation, Consulum told PRovoke: "We operate at the pinnacle of our industry and with the highest standards and integrity, which is the very basis upon which Consulum was founded."

The National has approached the agency for further comment.