Outstanding Talent
Producing Outstanding Results
- An interview with Zhong
Li, General Manager of Hoffman China
Since its founding
in 1987, The Hoffman Agency has become the fourth-largest PR agency
in the Silicon Valley. As a high-tech industry specialist, Hoffman
has long-term partnerships with many worldwide, well-known high-tech
companies. Hoffman China was established in January 1999.
Reporter: What
contribution has Hoffman made to the Chinese economy?
Zhong Li: Based on our biggest advantage of understanding
high-tech technologies and markets, Hoffman has introduced advanced
western techologies and products to China through unique PR strategies
and execution. We have also been helping to introduce domestic Chinese
companies to the western world.
Reporter: How
do you view the current high-tech PR industry in China?
Zhong Li: I think high-tech PR is a rapidly rising sector.
Why? The coming of age of China’s high-tech industry has provided
rich soil for the vital high-tech PR industry. Compared with other
industries, the information industry needs more PR especially. Within
the current economic slowdown, high-tech PR is one of the few areas
which still sees increasing revenue growth.
However, high-tech PR
faces some problems too. There are many new high-tech shops, and
they rise and fall over night. It is said that in Beijing, every
week, there are new high-tech PR agencies opening and closing. A
landscape dominated by several strong leading players is still yet
to come in the next few years.
I think, to create first
class results in high-tech PR, we must combine the east and the
west through localized internationalization. We need to respect
the local culture and attract talents with high caliber and rich
experience.
Reporter: What
measures does Hoffman have in place to attract and value talent?
Zhong Li: At Hoffman, we have a flexible working hour system
in order to be sensitive to the personal needs of the staff and
their families without sacrificing work. We break the staff into
“lunch groups” across account teams to enhance internal
staff communication. In the Hoffman Buddy Program, HR systematically
matchs up a new staff member with a senior staff member to speed
up the orientation of the newcomers and make sure that they get
some insight and understanding of the company. Lou Hoffman, president
of the company, employs a human resource consulting company to conduct
evaluations of his management and communication techniques with
the staff. We also have spring and an autumn staff offsites.
Reporter: Can
you give some work examples from Hoffman China?
Zhong Li: Sure. In 1998, we contributed to the media activities
for the U.S. high-tech trade delegation to China led by the U.S.
Department of Commerce. In 1999, we conducted the product launch
of Zilog’s V-chip and Zpius and provided strategic consulting
to National Semiconductor’s CEO speech at COMDEX China 1999.
We are also the designated PR agency for China Computerworld Expo
1999, the largest high-tech trade show in China.
Reporter: Finally,
what is Hoffman’s direction of development?
Zhong Li: It is our long-term strategy to develop Asia Pacific
markets. The setup of our Singapore AP headquarters marked the first
time any U.S. high-tech PR agency opened in Asia Pacific. Hoffman
now has operations in Singapore, Japan, Mainland China, Hong Kong,
Taiwan and Korea. We are actively continuing our growth in Asia
Pacific.
Back
to top
|
