Culture and CareerHow does cultural background help to define your career

Manxi LiuColumbia University

Warm Up-Chinese language

Warm Up-Chinese language

你好 谢谢 再见ni hao xie xie zai jianHello Thank you Good-bye

What color is the continent of my country?

Where is China

People’s Republic of China

• Population: over 1.3 billion• Capital city: Beijing• Territory: the 3rd largest

country of the world• Language:Mandarin,Cantones

e

• 56 ethnic groups• 2nd largest economy

AND MORE…

Self introduction

• Born in Chongqing, reside in Beijing• Love travel, food, reading, sports• Came to Columbia University in

2005 for graduate study and then worked for Ogilvy Public Relations

Public Relations (PR)

Definition?

Answer: Public relations helps an organization and its publics adapt mutually to each other.

- Public Relations Society of America (PRSA)

Public Relations (PR)My Definition? Communication and branding

What’s a brand?

• Brand = product? No!• A brand is a relationship between a

consumer and a product• Almost anything can be a brand• Examples?

– Consumer product– Service– Location (video)

– Individual

What do PR people do? (Ogilvy PR)

• Messaging and Planning• Media Relations• Event Planning• Crisis Management• Internal Communication• Government Relations

What does it look like?

My personal story•How did I get into public relations?

AtlantaBostonBrasília Buenos AiresCaracasChicagoDenverLos AngelesMexico City

New YorkRio de JaneiroSacramentoSan FranciscoSan SalvadorSantiagoSão PauloTegucigalpaWashington, D.C.

AthensBarcelonaBrusselsBucharestDublinDüsseldorfFrankfurtHelsinki

IstanbulKievLisbonLondonMadridMaltaMilanMoscowMulheim

ParisPragueSevilleStockholmSt. PetersburgViennaWarsawZurich

AmmanBeirutCairoCasablancaDar Es

SalaamDubai

BangaloreBangkokBeijingChennaiGuangzhouHo Chi Minh

City

Hong KongHyderabadJakartaKolkataKuala LumpurManilaMumbaiNew Delhi

SeoulShanghaiSingaporeTaipeiTokyo

CanberraSydneyIkeja Lagos

JeddahJohannesburgKuwait CityManamaNairobiRiyadh

Yellow dot indicates an Ogilvy PR Affiliate

THE AMERICAS EUROPE AFRICA ANDMIDDLE EAST

ASIA AUSTRALIA

Make connections with home culture/country

Be a local ambassador to bridge different cultures

EXERCISECreate your own PR campaign

• Choose a “product”. It can be your school, community, home country, or even yourself!

• Create a PR plan to promote this product– What’s the goal of this campaign?– How do you want people to view this product?– What’s the key message(s)?– Who is your audience?– Can you create a logo or slogan?– What kind of events or promotion channels can be

effective to convey your key message?– Any negative image about it? Crisis management!– BE CREATIVE!

Any questions?

Thank You! Good-bye!

Xie Xie! Zai Jian!