Public relations plays an important part in the running of any organisation, regardless of their geographic location. International organisations in the recruitment and teaching sector must use PR and marketing as an essential tool to reach their global and diverse target audience. Liam, a PR student at USW, travelled to China to become a vital part of the PR team, alongside teaching English as a second language and v-logging.
International PR has become a relatively new and growing sector within the industry that requires a strong and tailorable brand message. A sector that requires fluidity within audience segmentation and a specific set of skills, strong business acumen and cultural knowledge. International PR has become extremely popular amongst Chinese-based teaching agencies that focus on the recruitment of teachers and English professionals worldwide.
JayRay Oriental Education is a Beijing-based education recruitment agency that scouts the globe to find enthusiastic and well educated degree-holders. Successful applicants would be flown to china and re-located to one of many JayRay locations, including Beijing, Shanghai and Chengdu.
Liam was initially approached for an English teaching job in Beijing, however, after 7 months JayRay Oriental Education uncovered his passion for the PR and Journalism industry. Liam used a variety of PR and marketing tools to create brand awareness, including event speaking, social media marketing and videography.
Public speaking on behalf of an organisation helps to build credibility and resonate with the target audience on a more personal level and creates that level of human interaction that isn’t available through social platforms. Liam was proactive in his search for events that would be beneficial to JayRay Oriental Education. As a Native English speaker, with a confident level of Mandarin vocabulary, and experience in the recruitment and education sector, he was a credible individual that caught the interest of many event participants.
In this day and age, visual storytelling is in high demand and it’s easily accessible through social platforms such as Facebook and Snapchat. Video consumption is easily attainable on a global scale with the help of social sharing that creates a domino effect amongst the online web of connections. Liam, a graduate Multimedia Journalist, was previously trained in creating video content for a variety of clients and used his skillset to create unique and inspiring videos to market JayRay online to potentially increase brand awareness and encourage aspiring teachers to join the team.
With more and more organisations determined to reach a global demographic, international PR is on the incline. Becoming a successful and multi-national company is an aspiration close to many business owner’s hearts but only those with a solid foundation of PR and Marketing employees will reach the very top.