Keeping pace with dazzling rate of change
banks, we also have a lot of former journalists. The most important thing is fostering collaboration in that culture. That’s very hard to replicate from a competitive standpoint.
Are you optimistic about business in China?
Yes, I am optimistic. If you look at the public relations industry overall, there’s been tremendous growth over the last five years. My view is that we will continue to escalate our growth over the next couple of years.
Currently a quarter of our clients are Chinese companies, up from merely 5 percent a decade ago. We may see lower growth rates, but there are always challenges in managing any business — and we think we see a lot of opportunities here, notably in areas like healthcare, consumer, and technology. We continue to evolve our model and we continue to bring in new talents.
We are also seeing a maturing trend in the industry. Clients used to hire PR firms for perhaps something very specific, like a product launch or a new service offering. Now companies look at their partnerships with the agencies much more holistically and in much broader terms. They have big aspirations, such as in trying to consider what their overall narrative is, or in shaping what their key message is to all the stakeholders, etc.
In terms of PR, what are your suggestions for Chinese companies going overseas?
We’ve seen Chinese companies naturally become much more acquisitive on the global stage, much more aggressive in establishing a major presence. And the great thing we see about Chinese clients is that they are much quicker and adopt a more scientific process in decision-making than they used to. I have two suggestions.
The first is about adaptation: understanding the media environment that is changing all the time and getting immersed in the culture. Storytelling is the dominant model of communications in most Western markets. Chinese companies need to understand the way local audiences consume information and what will attract their attention. Another big trend is to focus on employee engagement.
Companies increasingly recognize that employees are the ambassadors for their company. We are supporting them on how to communicate to their employees first, so that they are able to carry the same message to customers and out into the market.
What is your biggest achievement as CEO?
The biggest achievement is spearheading Weber Shandwick’s transformation and continuing drive to become the leading international public relations and communications firm built for the digital age.
I started as a journalist and I always had an interest in communications even before starting my career. If you are an intellectually curious person, you want to learn about issues and the job gives you the opportunity be exposed to different types of industries and companies. But the thing that I enjoyed the most is building a great team and a great culture, and that’s where we’ve had a lot of success.
How has the Belt and Road Initiative affected your business and market opportunities? How has globalization benefited your business?
This ambitious platform will create many opportunities for Chinese companies and for multinationals looking to expand their businesses across Asia and Europe. We are currently assisting a growing number of Chinese organizations to deepen their overseas involvement in sectors that will benefit from this sweeping push, and look forward to providing communications and strategic support to new and existing clients as the program unfolds.
What are your hobbies during leisure time?
One of my favorite activities is kayaking. It is great exercise and mirrors what life is about: sometimes the wind is behind you and you are moving fast, sometimes you are paddling hard and not advancing much but considering the possibilities, and at other times with a light wind you sense you are drifting along and know you must paddle harder.
Courier Times in Pennsylvania
1980-81: Part-time sportswriter at The Trentonian in Trenton, New Jersey
Education: Bachelor of Arts, College of New Jersey
Family: Married with two children
What is your management philosophy?
Lead by example, with a strong work ethic, a collaborative spirit and a people-centric style. I think it’s critical to get perspectives from the team. I do a lot of listening.
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