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IEEE-SA Media Roundtable Beijing June 2012

IEEE-SA Media Roundtable Beijing June 2012

The Brief

IEEE Standards Association is an organization within the IEEE that is dedicated to developing global standards in a wide range of industries that transform the way people live, work and communicate. IEEE-SA was looking for PR support in China for a Media Round Table taking place June 5th 2012 in Beijing.

EASTWEST Public Relations was appointed by IEEE Standards Association to organize and support the Media Round Table with the goal of generating media interviews and coverage. EASTWEST arranged for 5 bilingual PR consultants and 1 professional photographer for on-site arrangement and media management during the event.


EASTWEST leveraged creative PR strategies to increase IEEE Standards Association’s awareness, liaise with the media for interviews with IEEE-Standards Association’s spokespeople and follow up with media after interviews took place.

  • Recommend trending media topics for IEEE Standards Association executives to comment on.
  • Drafted media invitation, and invited key media to attend the media roundtable.
  • Contacted key media from different sectors and secured 4 one-to-one interviews with the spokespeople of IEEE Standards Association.
  • Coordinated with logistics and necessary facilities needed for the preparation of the event.
  • Organized and conducted media interviews.
  • Contributed on-site media management throughout the event with the presence of EASTWEST’s bilingual consultants.
  • Filmed and produced a 2-minute video interview with IEEE Standards Association’s spokespeople after the media roundtable, which increased positive media exposure.
  • Assisted with material design including a Chinese brochure and booth of this event.
  • Leveraged social media before, during and after the event for more exposure.
  • Media follow-up and coverage monitoring to help client know the ROI of EASTWEST’s efforts.


  • 20 media in attendance to the media roundtable
  • 4 one-to-one interviews arranged for IEEE Standards Association executives including William Ash, Samual Sciacca, Oleg Logvinow, Chuck Adams and Satish Aggarwal.
    • Global Times – Ms. Zhao Qian, Reporter
    • Power magazine & State Grid Magazine – Mr. Chen Peng, Editor; Ms. Gao Jing, Reporter
    • China Power News ( – Mr. Zhao Fei, Mr. Li Jia, Reporters
    • Control Engineering China – Mr. Zhu Xu, Editor
  • video interviews carried out with IEEE Standards Association’s spokespeople William Ash, Chuck Adams and Ning Hua.
  • 7 press articles published after the media roundtable
  • media confirmed to publish news/articles in June or July.
  • Published Real-time posts on the Weibo account of IEEE Standards Association. Weibo posts were re-Tweeted and replied with positive comments.
  • Attended media list

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