Yang Xing has over 16 years’ corporate communications & public affairs experience in China. She has spent most of her communication career with global PR agencies such as Weber Shandwick and Burson-Marsteller, after working in-house at government agencies early in her career.
She has a solid understanding of China’s political, business and media environment, and marketing challenges faced by both multinational companies in China and Chinese companies expanding overseas. Agriculture, food and education are her focus sectors, in which she has built extensive networks.
She can provide strategic counsel to clients from a holistic perspective, and also develop practical program suggestions to advance clients’ communications and public affairs objectives. She is strong in implementation and can advise clients on details that may otherwise be overlooked.
She has led several stakeholder engagement and advocacy programs for multinational clients, which have built alliances and strengthened their image as industry thought leaders. For example, she played a major role in Microsoft’s efforts to build its relationship with the Chinese government as well as educating the public on the importance of IP protection.
In 2017, she co-authored a research report, “The Licence That Matters: Beyond Foreign Investment Review Board Approval”, which provided valuable insights into best practice for Chinese investment in Australian agribusiness. The report received wide coverage from both Australian and Chinese media.
Some of her past clients include: U.S. Soybean Export Council, Australian Agricultural Consortium (Dairy Australia, Hort Innovation, MLA, Wine Australia), Bayer, Monsanto, Syngenta, U.S. Dairy Export Council, Microsoft, Haier, GE, 3M, University of Wollongong, and World Innovation Summit in Education/Qatar Foundation.
Xing was one of 10 Chinese recipients of the Australian Government’s Endeavour Asia Award in 2007. Xing holds a Master’s Degree in Strategic Public Relations from the University of Sydney and is a native speaker of Chinese and fluent in English.