China is changing. Your communications have to change with it.
Asia Waypoint advises the CEOs of multinational and mid-sized companies and their communications teams in China. CEO positioning, key message books, thought leadership on LinkedIn and other platforms, speeches, talking points for town hall meetings, board visits and crisis communications. Fifteen years of experience on the ground. References on request.
CEOs and company presidents in China and their teams need sound judgment.
As geopolitical tensions grow, political judgment matters more and more in external and internal communications.
Clients are described anonymously as a matter of policy.
Seven years of positioning for several CEOs and company presidents of a leading German technology group in China. Workshops to build a public profile that ties the strengths and values of the CEO to the messages of the company. Key messages and consistent thought leadership campaigns, support for public appearances and change projects.
Messages developed by a multilingual team that also land with Chinese employees and Chinese journalists.
Support for leading Chinese technology groups expanding into Germany and Europe. Strategic communications advice, preparation for important meetings, partner introductions.
Real projects. Client names are never used.
A healthcare multinational with more than ten billion dollars in sales had a new China chief executive who wanted a sharper profile. We benchmarked his visibility against competitors in Chinese media, then ran workshops aligning his strengths with the company’s China strategy. Key messages, media training and thought leadership campaigns followed.
A leading Western pharmaceutical manufacturer opened a new drug plant in China and wanted to communicate its move into local production. Together with the global communications team and the communications team in China we developed the narratives that adapted the global message book to the Chinese context. Editing of press releases and speeches followed, later support with media inquiries.
A performance materials multinational rebranded, leaving its Shanghai headquarters to rebuild its public relations material. We aligned external and internal communications with the new China profile and compiled key messages into message books. Several months of work, covering the media plan, speeches, press releases, intranet news and a run of townhalls.
One of the largest international organizations was looking, through its representation in Beijing, for a communications agency to run a campaign that would improve its image with the Chinese public. Asia Waypoint helped fly in professors from several countries and organized guest lectures at respected universities in Beijing and Shanghai, supported by a media campaign across several channels.
What the China president stands for, communicated consistently and credibly.
Choosing what matters and what should really land.
Publication-ready articles for LinkedIn long-form and bylined pieces for Chinese trade media.
Texts and videos for the room they are meant to impress.
Advice on external communications.
Preparation for crises, outrage management and repairing trust afterwards. Reputation management with AI tools. We are reachable 24 hours a day.
Briefings that deepen the understanding of China.
Market, competitor and stakeholder research.
Usually with an email. First conversations by phone and first meetings are free and carry no obligation. We are glad to explain what we offer.
