Public Relations

The Shanghai based China Headquarters of a leading multinational corporation producing performance materials had to update their Public Relations materials after a major rebranding and restructuring.

The client retained Asia Waypoint to assist their in-house communications team during this crucial phase of rebranding.  We worked with them to align their external and internal communications strategy and storyline with the new, independent company profile in China. Based on guidelines from the MNC´s global communications team, key messages for various stakeholders in China were adjusted to reflect the new branding. They were then compiled in key message books to be readily available.

Asia Waypoint also assisted in-house communications with day-to-day PR work during several months of this rebranding phase, including the drafting of a new media plan, the writing and editing of speeches, press releases and news for the company intranet, as well as preparing and managing several townhall meetings to explain the new strategy to the company´s employees in China and Asia.