Edelman

While interning for Edelman in 2022, I partook in the overseas market entrance of several global tech firms by facilitating tech market research and companies diagnosis, drafting media releases, and assisting account directors across China, US, and UK. My clients are both direct-to-consumers and B2B, including TE Connectivity, Tencent, and CATL.

Working primarily out of Edelman's Shenzhen China department, I mostly worked on its international accounts with respective PR/Media Relations, Global Marketing, and Emerging Product Design teams.

In addition, I also assisted with general housekeeping tasks including scheduling meetings, preparing meeting notes and outlines, and communicating with teams and clients located in North America.

Key takeaways from this internship 🌟

When communicating to diverse audiences, social, geopolitical, and cultural differences need to be acknowledged and addressed through adjusting wording, appropriate symbols, and paying attention to nuanced connotations.
Assimilating and building knowledge bases ahead are crucial. Sharp and acute knowledge of the corresponding industry is vital for successfully communicating with clients and target consumers. It is nice to keep media sweeps as a daily habit 😉.

TE Connectivity

On working for this client, I conducted research on TE Connectivity's domestic and overseas market percentile, consumer needs, and pros and cons associated with its media presences across different platforms in English-speaking markets (its website, FB, and LinedIn). I then cross-compared the findings with a report on Chinese consumer electronics industry, locating main competitors, their primary communication and sales channels, as well as marketing strategies. With this knowledge, I drafted media releases in both simplified Chinese and English to account manager at Edelman, and TE Connectivity's global marketing teams. In a 5-page report, I detailed my recommendations for its communication and marketing towards a transnational consumer base, with a focus on TE's Chinese website and WeChat account. My report was accepted and acknowledged by both supervisors and utilized in TE's global media releases and marketing.

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Tencent

For this top-tier Chinese Internet firm (owner of WeChat, QQ, and Didi, etc.), I helped the overseas product re-energization of its SaaS software, Qidian.

In addition to drafting media releases for Tencent on B2B, c2B, and B2C communications in North America and Europe, I was responsible conducting primary market research and diagnosis, as well as communicating with global marketing and product design teams at Tencent. In my research, I highlighted the need to differentiate Tencent Qidian from similar services such as Google Suite and AWS, through furnishing its product performance with AI, practicality, and customer service as well as UIUX.

For communications and PR, I suggest that Tencent Qidian could focus on small-to-medium-size firms, by providing workshops, real-life events, online campaigns that leveraged its network of CRM services. Consistently collecting media reports on this account, I especially payed attention to resolving negative coverage and elevating consumer engagement on emerging semi-professional social media platforms like Zhihu, Quoura, WeChat, and more.

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Since this position requires protection on the clients' proprietary ownership of sensitive information, I can only provide a slim depiction of my role working with this clients. If you're interested in learning more about my experience working at Edelman or with the clients mentioned, don't hesitate to contact me!

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Tencent