How did you get into PR?
As a former Chinese Government official, I was exposed to many PR events and activities. One of my colleagues in B-M recommended me to the company. This opened the way to a wonderful career in PR.
How is the PR industry in your market faring?
Competition is intense as more players enter the market. Most Chinese companies lack understanding on the role of strategic counselling in PR and many PR firms are struggling to provide more fundamental PR services, such as event organising, press release drafting and distribution.
How has the industry changed in the past five years?
Local PR firms are starting to catch up. Some professionals from international consultancies have taken up positions with their local competitors or even set up their own PR firms. This has really helped expand the market.
What do you most/least enjoy about your work environment?
I really enjoy the teamwork at Burson-Marsteller. Each team member has his/her own strengths, which helps us support our clients' work in a very effective manner. No matter how difficult a project, we can always draw on these resources to come up with the best, most creative solution.
Where do you see yourself in the near future?
I will always work for a top company, and hope to be a market leader providing knowledge, methodology and strategic planning tools on behalf of clients.
Which PR market in Asia-Pacific is the most promising and why?
Of course, China. The dynamics of the economy here will attract more and more foreign investment, which will increase demand for quality PR services. Also, in order to complete a transition to a market economy, Chinese companies must open up and enter the international community.
Communication will be key for the success of these companies.