August Breakfast Session: Understanding and navigating the Chinese market

Lessons and insights for effective public relations in China.

With more than 2,200 newspapers and 3,000 TV stations, China’s media landscape is remarkable. But the rules of PR practice are different; the concept of public relations is still evolving. Online and social media have mushroomed, adding complexity to an already highly competitive and fragmented landscape. This creates opportunities – and challenges – for corporate communications and PR professionals.

Shufen Tan, General Manager, Strategic Public Relations Group (SPRG) in Shanghai, has over 20 years’ communications experience in China. Shufen will share her insights into China’s PR landscape and discuss the key challenges facing communications professionals.

  • What is the PR landscape like in China?
  • What are the crucial factors behind successful media relations in China?
  • What is the role of social media in China?
  • How do you successfully design and deliver campaigns to the Chinese market?
  • Localisation versus globalisation – tips and advice for positioning your brand with Chinese consumers
  • What are the ‘rules of engagement’ for doing PR in China?

Keynote Speaker

Shufen Tan, General Manager, Strategic Public Relations Group, Shanghai

Shufen has more than twenty years of communications experience in Greater China. She specialises in brand marketing and corporate reputation, integrating media relations, digital and social communications and event management for companies entering and/or expanding their business in China.

Based in Shanghai, Shufen has worked in Beijing and Hong Kong and since 1996 has provided strategic communications and managed major campaigns for leading multi-national and Chinese corporations spanning financial, corporate / B2B, consumer, lifestyle, luxury and hospitality.

Her clients include Fitbit, Hershey’s Company, European Tourism Commission, Baker Furniture, Plaza 66, Trendy International Group, Pringle of Scotland, Capella Hotel, Langham Hotels International, Onyx Hospitality Group, Nestle, Lindt, among others.

Before joining SPRG, Shufen held senior management positions in several leading international PR agencies based in Beijing, Hong Kong and Shanghai and has also assumed senior marketing positions of various global events and conference companies.

Shufen holds an executive MBA from the University of Chicago Booth School of Business and a BA Architectural Studies from the National University of Singapore. She is fluent Mandarin, English and Cantonese.

Shufen Tan is visiting Australia as a guest of icon.pr to help launch Icon’s new China-focussed PR service, Icon China.

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Date: Tuesday 23 August
Time: 7.30am - 9.00am
Location: Icon Agency (icon.pr) 132a Gwynne Street, Richmond
Host: Joanne Painter, Managing Director, Icon Agency
Cost: $35 PRIA members | $55 non-members
CPD Points: 1.5

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Online registration: PRIA event tickets can only be purchased online via credit card payment in advance. Members are required to log into PRIA’s website obtain the appropriate discount and to ensure continuing professional development points are tracked.

PRIA event tickets can only be purchased online via credit card payment in advance. Members are required to log into PRIA’s website to obtain the appropriate discount and to ensure continuing professional development points are tracked.

If you wish to purchase group (more than five) event tickets and require direct deposit details please call (02) 9331 3346 or email info@pria.com.au. Note that cash or credit card payment at an event is no longer available.

Event Location: icon.pr, 132A Gwynne Street, Richmond, Victoria.
Registrations Open: 12th Aug 16 12:00 AM
Registrations Close: 23rd Aug 16 11:59 PM
Price: AU $ 55 (Inc. GST)

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