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China industry spotlight: PR (Public Relations)

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China industry spotlight: PR (Public Relations)

Every single industry needs good public relations people and most large companies have an entire PR department to manage their company image. Working in PR not only grants you access to what the top executives at your firm are thinking but you’ll also be the first to know about and help implement changes to company strategies. PR executives focus on how to leverage the media as a way of “free” advertising. Creating a good image or goodwill about the company you work for is very important. You may be in charge of communicating to the media about upcoming community events the company is hosting or charitable donations the company is making. Once the media agrees to support your message, the next step is to ensure that your target market are actually receiving the message.

For example, if your target market is teens between the age of 16-18, but the news airs your piece at 8pm on a Friday night, chances are your target market will not be home to watch it.

China is a great place to do an internship in PR as Chinese companies care more and more about how their company is being perceived. With the proliferation of social media such as Weibo in China, if a company does something wrong, it can be all over the country in a matter of minutes.

Thus, it’s very important for Chinese companies to engage their target market and to occasionally survey if they have a positive or negative company image. As more and more Chinese companies are looking to expand their operations overseas and gain global clients, they are very interested in finding people who can effectively communicate their company image internationally. Thus, they need insight from people who have been abroad and understand how to impress international markets.

Getin2China can help you find an internship in PR and learn more about China’s unique culture along the way with an internship in Beijing or an internship in Shanghai. Internships are the perfect opportunity to test different industries and company environments to learn about what type of career best suits you.


  • Facilitating press interviews and connecting with key media contacts
  • Attending marketing and company strategy meetings
  • Monitoring social media and news about the company
  • Researching competitors’ PR strategy
  • Issues regular press releases
  • Other tasks depending on what industry is chosen

Experience and qualifications

To find an internship in China in PR, communication, speaking and interpersonal skills are required. Research, analysis, problem-solving and writing ability is also desired. A degree in business or communications is preferred but not necessary.

Public-Relations   Branding-China

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