SHANGHAI, June 3 /Xinhua-PRNewswire/ -- On May 27th & 28th, public relations leaders gathered at Lnoppen's "Building Proactive Communication in Change Management" event in Shanghai, to discuss how they could aid their businesses' success in the volatile Chinese market.
Leading discussions were leaders from IBM, Dow Chemical, Sina, GolinHarris and others. The question of how public relations is influencing companies in their change management excited a heated discussion in the management circles of MNCs.
Managers in China have always attached great importance to PR management, but with internal restructuring of an enterprise, more heed should be directed to effective communication with staff, which would translate into greater efficiency in the restructuring process, said Boning Yang, who chaired "Building Proactive Communication in Change Management." Over a 20-year public relations career, Mr. Yang served in many of the world's largest companies including Lucent Technologies, Siemens and Motorola.
Successful change management is really careful process management, said Michael Ning, PR Vice President of Dow Chemical, while Victor Kuo, general manager of Corporate Citizenship and Corporate Affairs at IBM, said creating corporate citizens was key to change management.
Other topics discussed at the two-day conference included the impact of new media on change and communications, corporate social responsibilities during natural disasters such as the Sichuan Province earthquake, and how to handle criticism from independent media.
