Résumé

EDUCATION

Education:
Dual degree master's program | London School of Economics, Global Media & Communications, MSc (High Distinction), 2014-2015
Fudan University (School of Journalism), Global Media & Communications, M.A., 2015-2016

University of Southern California, Los Angeles, May 2011
Graduated cum laude:
+B.A. in Public Relations (Annenberg School for Communication & Journalism)
+B.A. in East Asian Languages & Cultures, emphasis in Chinese (College of Letters, Arts & Sciences)
+minor in Marketing (Marshall School of Business)

Peking University, Beijing, China, Advanced Intensive Chinese Language program, study abroad, Spring 2010                                  

WORK EXPERIENCE

Allison+Partners, Shanghai, China, April 2016-June 2016
Freelance Consultant

  • Provided skilled PR support to the Shanghai team of this fast-growing global communications agency (selected PRWeek Midsize Agency of the Year in 2015), working with Western/US-based brands looking to penetrate and boost share of voice in the Chinese market
  • Wrote and edited media pitches, press releases and bylines, integrating the considerations and preferences of both American clients and Chinese journalists in messaging
  • Clients served: Nike, frog (global design and strategy firm), iRobot (maker of the Roomba vacuum cleaning robot), Textron Aviation (aerospace company producing the Beechcraft and Cessna aircraft lines), University of Chicago Medicine, Bookmark Entertainment

Sepia Communications, London, United Kingdom, Feb. 2015-July 2015
Senior Account Executive (part-time)

  • Conducted media relations within the UK and US, pitching and securing in-person press meetings and coverage across both continents for high-growth consumer tech start-ups based in Europe. Leveraging relationships with Silicon Valley press and developing industry knowledge of UK and European tech and business press, secured media placements and press meetings with: Wall Street Journal, The Independent, International Business Times, Techworld, Forbes, Silicon Angle, AOL, Network World, WIRED, Bloomberg Businessweek

  • Provided client support: advised on US press strategy and enterprise tech press, conducted industry and competitor research, wrote bylines, built media lists and drafted C-suite executive briefing sheets. Noteworthy clients included Accel Partners, Prezi, BlaBlaCar, Deliveroo

Kulesa Faul, San Mateo, CA, 2012-2014
Senior Account Executive

  • Provided public relations service and strategy for enterprise technology start-ups, including clients in big data, cloud computing, cybersecurity, app development, enterprise Wi-Fi and software-defined storage. Noteworthy clients included Inktank (acquired by Red Hat in 2014), Cloudmeter (acquired by Splunk in 2013), Virsto (acquired by VMware in 2013), Aerohive (went public on NYSE in 2014), Apigee (went public on Nasdaq in 2015)

  • Executed media relations, crafting and fine-tuning pitches to align with client business objectives and both corporate and technical messaging. Pitching journalists in technology and business sectors, secured top client media placements including: Bloomberg, IDG News Service, Forbes, Wired, GigaOm, eWEEK, Engadget, Re/Code, VentureBeat

  • Provided messaging and thought leadership counsel for clients, writing various press materials including: press releases, media advisories, contributed articles, high-level messaging documents driving PR strategy, and C-suite executive talking points for key events (including launches and an IPO)

  • Managed high-impact speaking and awards programs, earning prestigious speaking slots at conferences including Interop, Mobile World Congress, Bloomberg Next Big Thing and ISTE
    *Served as assistant account executive 2012-2013, account executive 2013-2014, senior account executive 2014

Hill & Knowlton, San Francisco, CA, 2011-2012
Assistant Account Executive

  • Supported day-to-day public relations activities for Dolby Laboratories, Adobe, Emirates Airlines, McKinsey & Company and Responsys SaaS marketing software; drafting coverage reports, briefing sheets, social media reports and regularly monitoring competitor and industry news to identify new media targets and opportunities

  • Executed media relations; pitching journalists at business, hi-tech, entertainment and trade publications

US-China Today, Los Angeles, CA, 2010-2011
Deputy Editor

  • Led day-to-day editorial operations of an online magazine focusing on U.S.-China relations and trends in contemporary China, managing and mentoring a team of 60 writers, translators and public relations interns

USC Gould School of Law, Los Angeles, CA, 2010-2011
Public Relations Intern

  • Wrote articles and editorial content for the USC Gould School of Law (ranked in the top 15 amongst law schools nation-wide) in an effort to attract prospective students, strengthen alumni relations and internal relations between faculty, staff and current students

Blue Ocean Network, Beijing, China, Summer 2010
Reporter

  • Worked as broadcast journalist at English-language outlet providing content about China to the West, covering stories on topics ranging from high illiteracy rates among a Chinese Muslim minority group to the popularity of group weddings in China

  • Crafted story packages for broadcast in U.S.; researched stories, wrote scripts, conducted man-on-the-street interviews in Chinese, secured footage, recorded voiceovers, translated material from Chinese to English, edited video

US-China Today, Los Angeles, CA, 2009-2010
Reporter

  • Wrote in-depth feature article on evolving attitudes toward homosexuality in China, interviewing sources ranging from LGBT activists to academics as well as those dealing personally with being gay in China. It subsequently became one of the key sources of traffic to the US-China Today site and was the #2 result on Google for the topic "homosexuality in China." Since then, it has been cited in two books and several papers published in academic journals, including:

Lewis PR, San Francisco, CA, Summer 2009
Public Relations Intern

  • Supported several hi-tech accounts, compiling daily coverage scans, monitoring competitor coverage, researching, compiling briefing material, editorial calendars and media lists

AsianWeek newspaper, San Francisco, CA, Summer 2008
Editorial Intern

  • Wrote feature articles for the U.S.’s longest-running and largest Asian-American newsweekly (readership 160,000+)

  • Served as managing editor of a glossy print magazine distributed throughout the U.S. featuring Asian-American Beijing Olympic athletes: delegated tasks to a team of nine; liaised with Olympic committees; interviewed Olympic athletes; researched, edited and fact-checked articles; determined content and layout

Daily Trojan, USC student newspaper, Los Angeles, CA, Jan. 2008-Dec. 2008
Staff Writer, Assistant City Editor, diversity beat writer

  • Wrote articles for news section on two-day deadlines; proactively sought out stories for the diversity beat

  • Expedited production as Assistant City Editor; covered breaking news

  • Key accomplishment: authored a feature on minority students skeptical of media claims that the racial barrier in politics had fallen following President Obama’s presidential election

HONORS: U.S. Department of Education Fulbright-Hays Scholarship, Dean's List, Global Scholar, Presidential Scholar, Renaissance Scholar, Asian American Journalists Association scholarship (2009 and 2010)
SKILLS: Mandarin Chinese, Macromedia Dreamwaver, Associated Press style, content management systems, Adobe Photoshop

©2014-2015 Steffi Lau. All rights reserved.