In July 2006, I choose summer courses in Columbia University. There I communicated with a schoolmate in journalism school, I've been overwhelmed by the creative and integrated marketing communication ideas in U.S.media industry. I have made up to study abroad for communication field.
As a radio DJ in campus broadcasting, I initiated a new unique program. Due to it is fresh to audience, so I aware that it is essential for ultimately establishing the image. I didn't use traditional publicity channel like releasing posters and hawk, but I paid more attention to interpersonal communication, telling my friends about my program by face-to-face communication, SMS, social media like face book and blogs, while my friends used theirs to tell more. At last we successfully attracted new foreign anchors and even got twice mensal highest click through rate. Contract to mass communication, I found interpersonal communication is more effective and flexible.
Distinguished the synergy of advertising and other types of promotion, interpersonal communication is easier to convince others. All of these brought me immensely interest in communication field.
Based on professional knowledge of communication, I participated in the Challenge Cup
Competition of Peking University. Via researching an issue about Campus Crisis Public Relations and Reputation Management of Peking University, I found the serious problem was lack of PR strategies, pre-warning institutions and reaction team in dealing with campus emergencies. Based on the CMSS theory from Robert Heath, I independently set up a crisis management shell structure specialized for campus crisis, which included information communication system, strategic decision system and operation system. At last we choose a refectory emergency that is media publicize widely the blame about high price of dishes among students, we found by utilizing monitor system into the emergency, we can avoid some negative coverages and commits from media and public in the beginning. This project won second prize in the Challenge Cup Competition of Peking
University and this experience help me to elevate a lot of academic knowledge in Crisis
Communication.
Due to the interest in PR, I found an intern as a public relations officer in a 4A advertisement corporate, where I identified the right media list is one of the keys to launching a successful publicize campaign. In order to publicize an award ceremony for my client China 4A, the biggest advertising organization, I invested different categories of media. Via price positioning and target public positioning, I choose Web2.0 media like Youtube website, Interstitial and Flash in SINA website, but not traditional advertisement on TV programs or magazines. On the one hand, because the price of new media match the budget of my client. On the other hand, such forms of advertisement match the lifestyles of the target public, using network widely. Through this

experience I got familiar with the media and PR industry, which also aroused my passion in PR field.
After identifying writing skill is an essence of PR officer, I applied an intern as an editor in CCTV global Department. There I wrote 15 soft news that covered abroad public issues like arts, entertainment and lifestyles, which developed my quickly translation ability and strong writing skill.
This is an important quantify for PR industry.
I would like to follow the PR career path, so I want to apply for the Corporate Communications and
Reputation Management program of MBS. The courses like Corporate and Reputation
Communications, Crisis Management, Research Methods and Data Analysis and Marketing
Communications provide case studies and practical examples will give me a practical education mixed with communication and business. I could learn effective methods to help organizations from suffering reputation crisis or sending out the right messages for survival. Second I could learn analytical tools which can be used across all sectors and will give me a competitive edge in marketplace. The program seemed to match my background, interests, and aspirations perfectly.
I hope you will place me among the group of the most passionate pursuers of studies and I have no doubt that the Corporate Communications and Reputation Management program is the most efficient way for me to attain my objective.