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UNIVERSITY OF VIRGINIA: OPENING OF THE SHANGAI OFFICE

Challenge

From March 6 to 7, 2015, in order to celebrate the opening of Shanghai Office, University of Virginia (UVa) organized a conference on Chinese urbanization and an opening ceremony in Shanghai. NSB was hired to take care of the public relations to publicize the event in China and also to raise awareness of the school in China.

This was a very important event for UVa, which wanted to maximize press coverage. UVa has sent a delegation composed by several deans and the Executive vice president. UVa wanted to invite top-tier Chinese journalists from the architecture and economic press to attend the conference and interview the faculty members.
This event is held one week after the Chinese New Year, so it’s quite tricky to invite the journalists. Everyone has a one-week holiday for the Chinese New Year, however, many people will leave for vocations one week before the holiday or come back to work one week later after the holiday.

Solution

NSB analyzed the event program and the profiles of the professors capable of giving interviews. NSB then invited key national media outlets to interview the professors on specialized topics during the event.
In order to attract more journalists to attend this event, NSB has sent the invitations in two rounds: the first round at the end of January/beginning of February, to introduce the event; the 2nd round after the one-week holiday of Chinese New Year, to confirm with the attendance of journalists and schedule the interviews.

Results

In total, more than 12 media outlets attended the 2-day event, and 5 one-to-one interviews, plus 2 email interviews were organized by the Agency. As of April 24th 2015, 70 press clippings were published in leading media.

Services

press relations, press trip, interview organisation, invitation to the event ,

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  • Press Relations
  • Press Conference
  • Interviews

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