Increasing numbers of public relations professionals are handling China-related work but the country’s government, media and business environment are often a mystery. What is the current state of play in China and how is that affecting global companies operating there?
Top companies of all sizes know they need to be successful in China, if they plan on being leaders in their industry or niche tomorrow. However, the world's second largest economy has been hard on many global brands lately, and questions surround its current reforms and restructuring. At the same time, consumer tastes and B-to-B markets are evolving and growing quickly. How do companies win in China, and why do some struggle or even strike out?
In this session, you will learn why, when it comes to China, there is an entirely different prism to look through in order to make well-informed strategic communications decisions, and to work as effectively as possible in the market with your China-based communications teams.
Matthew Wisla, former vice president, communications, American Chamber of Commerce in China
Wisla recently returned from nine years in China, helping American companies succeed in one of the world's most demanding and challenging markets. He co-founded the Marketing, Advertising and Public Relations Forum for the American Chamber of Commerce in Beijing, and later served as the organization's vice president of communications. Previously, he worked in the United States and Beijing for the leading global communications consultancy Fleishman-Hillard. His expertise includes brand building, managing corporate reputation, issues and crisis management, and policy communications.
Steve Zenofsky, APR, Fellow PRSA, assistant vice president and manager of public relations, FM Global
With more than two decades of experience in corporate, nonprofit and health care, Zenofsky oversees public relations strategy, execution and reputation management for FM Global, one of the world’s largest business property insurers. He is immediate past chair of PRSA’s Corporate Communications Section and sits on PRSA’s Accreditation Marketing Committee. He also serves on the Conference Board’s Council on Corporate Communications Strategy II executive committee.