University of Sheffield Vice-Chancellor Sir Keith Burnett Shanghai Trip

Briefing

Sir Keith Burnett, Vice-Chancellor of University of Sheffield, a UK’s leading public research university visited Shanghai for a week trip around late September. Besides being a guest speaker at Pujiang Innovation Forum, Sir Burnett also met with some of the University’s Chinese partners in Shanghai and Nanjing to further strengthen the relationship between the two parties, among which, one of the key activities was signing a MOU with Shanghai Academy of Spaceflight Technology (SAST) for aerospace innovation.

EASTWEST PR was appointed to be the local PR consultant to help generate high profile media coverage around the VC’s trip.

The key message of this trip was to position University of Sheffield as the thought leader in leading innovation in the education sector both in the UK and in China. Furthermore, showcase the university’s strong partnership with its Chinese counterparts.

VC Sir Keith Burnett and Professor Guang Meng Vice-Principal of SAST signing MOU

        VC Sir Keith Burnett and Professor Guang Meng Vice-Principal of SAST signing MOU

Strategy

The approach we took was to utilize Pujiang Innovation Forum as the link, highlighting the University’s innovation elements particularly with the launch of its Boeing Advanced Manufacturing Research Centre (AMRC) Factory 2050, pitching and arranging exclusive interviews for the Vice-Chancellor with three high profile business media, including China Business News Weekly (第一财经周刊),China News (中新社 ) and Shanghai Financial News (上海金融报). We also made sure the key activity during this trip reaches to an even broader audience outside of Shanghai by distributing 1 Chinese press release among education, technology and general business online news portals.

University of Sheffield AMRC Factory 2050

                                           University of Sheffield AMRC Factory 2050

EASTWEST PR’s work scope included: localizing and distributing press release; selecting relevant business, education and technology online news portal, story angle development, one-on-one media interview pitching, facilitating and professional photography arrangement, following-up and coverage clipping. The project was delivered successfully within a rather short period of two weeks’ time from the briefing.

Results

3 high profile one-on-one media interviews arranged for the Vice-Chancellor including: China Business News Weekly, Shanghai Financial News and China News.

1 Chinese press release distributed

12 pieces of media coverage were generated from media interviews and press release from both business, education and technology sectors, including:

China News

Global News

Science China

China Education

Guangming Overseas Study