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EF Education First Economist Intelligence Unit Study China Press Launch

EF Education First Economist Intelligence Unit Study China Press Launch

Briefing

EF Corporate Solutions, an EF Education First company, is the world leader in language training for businesses, governments and the educational sector. EFCS is launching an EIU Research findings as well as policy briefing paper on January 19 at The Education World Forum in London. EASTWEST PR was appointed as EF’s collaborator in China to help organize a press event followed by three 1:1 interviews for EFCS’s spokesperson, CMO Andy Bailey in Beijing on January 22. The key message of the event is to share with the local media the key findings from the EIU research regarding the challenges global firms face for innovation and the role government plays to foster such innovation.

EF China press event CMO Andy Bailey speech

EF China press event CMO Andy Bailey speech

 

EF China press event interviews with CMO Andy Bailey

EF China press event interviews with CMO Andy Bailey

Strategy

EASTWEST PR took a tailored approach to raise EF’s visibility among local media across general business, finance and education sectors, drive media coverage and provide a platform for EF’s spokespeople to deliver the message of EF’s involvement, efforts and solutions in corporate language training globally and in China. This included, but was not limited to:

EASTWEST delegated 3 PR consultants, 1 stenographer and 1 photographer to be onsite throughout the event. The Scope of work included:

Drafted media invite, invited and secured a total of 13 media outlets from general business, finance and education sectors to attend the press event and 1:1 press briefings

Prepared and printed press kits for 13 journalists in attendance, including EF’s backgrounder, factsheet, spokespeople’s bio, EIU report and press release

Spokesperson pre-briefing

Facilities coordination and venue set-up (photographer, interpretation, stenographer, signage and backdrop preparation)

Offered on-site media and event management with the presence of EASTWEST’s bilingual consultants, including media reception, media roundtable hosting, one-on-one interviews facilitation

Followed up with all attending media and monitored ongoing coverage

Results

36 pieces of media coverage were generated within a week following the press event

Out of which, 15 were generated as a result of the press event (including 3 separate interviews), 15 were generated as re-posts of the press briefings, and 6 were generated as a result of press release distribution

1 additional potential editorial opportunity obtained with Business Management Review magazine for a different topic

Top 5 media coverage

People.com.cn

Ifeng

China Daily

China Economic Net

China Business Journal

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