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  • Building bridges across and beyond the Hoffman offices

    By Karuna Tsang, Associate Account Director “Welcome to San Francisco. The local time is 10:45 p.m. …” announced the captain. Finally, after a 12-hour flight, I arrived in the United States. It had been a while since I visited the U.S., and what excited me the most was that I would be working in our company’s headquarters in San Jose-Silicon Valley, the heart of entrepreneurship and technology. Thanks to the agency’s Building Bridges Program, I received the opportunity to fulfil my aspiration to work in the U.S. for two and a half months. This experience would not have been possible if Lou, Steve B, Lydia and Caroline had not reactivated this wonderful program. Also, a special thank you to Heather, Kathy, Brenda and Helen for taking care of me and arranging the details of this journey. The U.S. team’s warm welcome, trust and support helped me settle down quickly in the new environment. By collaborating closely with my new teammates, I learned a lot of day-to-day basics at the office. Following comprehensive internal briefings of the clients that I would support (including Nokia and NXP), I was soon developing media lists, pitching different media for attending a major event and making byline contributions. Backed by my teams’ guidance and confidence in me, I later tracked media coverage, developed press releases and conducted competitive analysis. I found that one of the key takeaways of media pitching is whether you work in the U.S. or Hong Kong, you need to conduct research, create a relevant story for the press and present the idea concisely. This may seem obvious, but sometimes we are too eager to share too much information with journalists and forget about the basics. Another difference I observed was that media pitching/outreach to tech journalists in the U.S. starts in the morning, while in Hong Kong, we usually reach out to tech journalists in the afternoon. Besides learning from client work, I also received pointers from teammates at lunches, coffee chats and sharing sessions regarding case studies of other accounts, social media knowledge, the overall U.S. media landscape, leadership skills etc. Leveraging the company’s culture of knowledge sharing, I hosted a casual presentation, “East Meets West: PR Scene in China and Hong Kong,” covering some of the common practices and tips for doing PR in these markets. I was glad that the team’s active participation made the session an interactive one. Indeed, I considered the fruitful Q&A discussion as one of the most memorable learning experiences in the U.S., as we covered topics such as comparing ways of approaching media and building media relationships in the U.S. and Hong Kong. For example, in Hong Kong, it’s relatively common to invite journalists for coffee or lunch catch-ups to build relationships and gain insights from them. This isn’t such a common practice in the U.S. Coincidentally, about two weeks after my presentation, Jason Cao, our general manager of Hoffman China visited the U.S. and conducted another sharing session highlighting industry trends, the China team’s “Big Tech” business strategy in expanding Informative Tech, Innovative Tech, and Industrial Tech clients and their excellent work. In particular, I was intrigued by the China team’s creative cartoon infographics that tell interesting B2B tech stories. Moreover, I found the strong business momentum of the China team motivating. I would love to see similar sessions across the APAC offices in the future to give us a chance to learn from one another. Jason Cao, general manager of Hoffman China, visited the U.S. and conducted another sharing session highlighting the China team’s business focus, the clientele and the team’s excellent work. I was also blessed with opportunities to

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Chicken Rice for the Soul more

  • Giving Credit Where Credit is Due

    Above photo: Mark Plungy, in one of his more celebratory moods during his days at Hoffman. 20 years? Can it really be 20 years since The Hoffman Agency opened its first office in Singapore? It seems like just yesterday that Lou was announcing to the Agency his vision for how one agency could truly deliver […] The post Giving Credit Where Credit is Due appeared first on Chicken Rice for the Soul.

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Ishmael’s Corner more

  • An Apology for Departing 20 Seconds Early, Bad Look for PR and Fooling the Reader

    The Art Of Storytelling In Business Communications And Public Relations. Techniques For Effective Business Communications. I continue to come across shards of content that amuse, surprise or teach. As individual content, each one doesn’t necessarily frame a post. Which is why I invented the grab-bag post. Coming at you …   Japanese Train Apologizes for Departing 20 Seconds Early That’s not a typo in the headline.   . A Tokyo ...more The post An Apology for Departing 20 Seconds Early, Bad Look for PR and Fooling the Reader appeared first on Ishmael's Corner ~ Storytelling Techniques For Business Communications.

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Slideshare more

The emphasis on visuals combined with words makes for crisp storytelling


Infographics

In a content mad world, visuals can cut through the clutter
infographics