Beijing looks to Hill & Knowlton for global image boost

The agency will monitor international opinions about the city, provide communications planning and strengthen the city's outreach with international media.

The brief is being overseen by the Information Office of the Beijing Municipal People's Government. The appointment comes after H&K handled the 2008 Beijing Olympics global PR account.

"The Beijing Municipality recognises how public relations contributed to the success of the Beijing 2008 Olympic Games," said Beijing information office director Wang Hui. "It's important that China's capital continues to enhance its image globally and we believe Hill & Knowlton has demonstrated the commitment, values and expertise to help the city achieve its goals."

In August, Hill & Knowlton opened an office in Chengdu. The move represents the latest phase of an aggressive pan-China strategy for the public relations agency, which already has offices in four other tier-two cities - Jinan, Nanjing, Shenyang and Wuhan - in addition to its established operations in Beijing, Shanghai and Guangzhou.

Hill & Knowlton is also working with the Bureau of Shanghai World Expo Coordination ahead of the event next year.