SAN JOSE—Silicon Valley-based technology public relations firm The Hoffman Agency has opened its second China office in Shanghai. The firm opened in Beijing more than a year ago, and now has offices in seven Asian IT markets, including Hong Kong, Seoul, Tokyo and Singapore.
“China’s entry into the World Trade Organization will mean a large number of western companies will enter the China market, or increase investment there in a short time,” says agency president Lou Hoffman. “This will create a high demand for public relations consulting and services by companies that want to establish a positive and differentiated image. With offices in both Beijing and Shanghai, we are now better positioned to tap the huge opportunities represented by the Chinese high-tech market.”
Shanghai is a major finance and trade center in China and is developing into an important high-tech hub, particularly in software and applications development and production, semiconductor production and information services.
“It is critical that we expand our presence to take advantage of the tremendous market prospects that will be available, particularly after China joins WTO,” says Zhong Li, founder of Hoffman China. “Shanghai is a natural and strategic choice for us. With its sophisticated infrastructure and large market potential, it plays a crucial role in the national economy. We also see many western companies moving their Asia Pacific headquarters to Shanghai.”
To promote the expansion of its Asian operations, Hoffman will host a complimentary breakfast seminar titled, “China after WTO: Building a Strong High-tech Brand in a More Crowded Space,” on December 14, led by Zhong Li and taking place at the company’s headquarters in San Jose.
Says Li, “To be successful in China, U.S. companies must adopt a Chinese mindset. Learning about the dos and don’ts in working with the media in China is the first step. Through the seminar, The Hoffman Agency aims to provide companies with the right approaches about formulating effective strategies to establish a differentiated and positive brand image in China.”