Just like an individual person, every company or brand also has certain image in public’s eyes, no matter if it is the kind of image you prefer or not. Your company or brand may have already established an image locally, and when you are penetrating the business to the China market, what messages do you want to deliver to the audience there? And what kind of perceptions do you want to establish there? You need to understand the difference between your home market and the China market, clearly craft your key messages, and utilize marketing, public relations, government relations and many other means to help build a positive image for your company or brand in the China market. In this episode, Sheila Shang, PR and marketing expert with a special focus on the US-China cross-border business communications, will share her thoughts and tips to you.
About the Guest
Sheila Shang is currently in charge of PR & Marketing for Sinovation Ventures in North America. Prior to this, Sheila worked for Microsoft for over 17 years and held various senior public relations and marketing roles in China, Asia Pacific region and the United States. She is instrumental in building the brand of Microsoft Research in China and APEC. She has rich experience in public relations, executive communications, image and brand visibility campaigns, government engagement initiatives and programs, and her unique bilingual bi-cultural background has established her as an expert in the US-China cross border businesses and initiatives.