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BY SARAH LAFFERTY
Hoffman Europe’s managing director provides a look at the challenges many companies face when embarking on PR in the region
Former UK Prime Minister Edward Heath famously said, “Ocean racing is like standing under a cold shower tearing up £5 notes.” As an ocean racer, I can really relate to this sentiment, which is why I would never buy a yacht of my own.
I can relate to this on another level as well. In my role as a European communications consultant, I know that launching an ill-conceived PR programme in Europe is only slightly less lucrative and sensible than
BY EMILY HEMMELGARN
One Denverite shares her experiences as part of Hoffman’s Building Bridges program
Putting your ear to the tram track in Central, Hong Kong won’t allow you to hear your hometown baseball team roaring toward the World Series. In all actuality, it is a very unsafe thing to do. Not that I would know.
Hi, my name is Emily (raising my hand), and I’m a Colorado Rockies fan in Hong Kong.
As part of the Agency’s Building Bridges program, I was sent on assignment from Denver, Colorado to China. Four months in a fast-paced, high-energy Asian environment is much different from snow-capped mountainous, flag-waving, all-American Denver. With this program, I stepped away from what I knew and stepped into something (very, very) new.
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