Your professional career involves roles in senior consultancy, project management and market and communication operations, particularly within startup environments. Can you tell us more about what you are working on?
Siyuan: I've been primarily based in China, my home country, and I'm proud to say that I'm the founder of my own individual workshop, which encompasses a diverse array of businesses. I conduct independent research on advanced topics such as Environmental, Social, and Governance (ESG) investing and AI-related innovations like ChatGTP, alongside engaging in strategic communications and marketing.
After finishing my MA at King’s, I’ve also been working in services for startups and early-stage companies both locally and internationally, and promoting networking opportunities for investors worldwide, particularly those involved in China's Belt and Road Initiative. I'm also involved in some government projects, such as attracting and promoting investment in the Middle East and fostering collaboration between China, Britain, America and other major global players.
In addition, as climate change emerges as a crucial issue for geopolitics and businesses around the world, I’ve earned a Certificate in ESG Investing from CFA Institute, which allows me to analyse and integrate material ESG factors into my role.
What has been your experience working on projects that involve businesses, investors and governments?
Siyuan: Some of them require facilitating collaboration between businesses, investors and governments, to bring projects to fruition. I was fortunate enough to make contact with local and Hong Kong governments, including the Hong Kong Trade Development Council, commissioned by the Chinese government, which significantly advances the Belt and Road Initiative.
How would you define the field of strategic communications?
Siyuan: In strategic communications, we encounter two pivotal concepts: strategy and communication. Communication serves as the bedrock of human interaction, while strategy becomes imperative, particularly when aiming for goals. Whether short-term or long-term, understanding the past informs the allocation of time and effort towards achieving these goals.
The strategic aspect also lies in tackling the most significant conversations on a global scale. It transcends daily discourse to address the most challenging issues and audiences. Everything I undertake, I approach through the lens of strategic marketing and communication, leveraging principles to foster relationships between entities. Drawing from my time in the UK, particularly at King's, I've accessed invaluable networks and resources, essential for my current project.
Were there any specific skills that you gained at King’s that contribute to your current project?
Siyuan: The international student body is one of the amazing things about studying at King’s because it enriches the learning experience and connects you with people from everywhere.
During my studies, I've gained a considerable understanding of research tools. In a module called Audience Behaviour, I learned about Natural Language Processing (NLP), a tool increasingly utilised by technology companies. It has enabled me to comprehend social media comments, by extracting keywords and other crucial information. You can analyse how people feel about specific productsand what kind of problems people are experiencing so that you can better understand their needs.
What would you advise people wanting to pursue a career in strategic communications?
Siyuan: I would advise students to engage with networking seminars, both online and offline, to maximise their learning opportunities. Networking allows you to connect with speakers, potential mentors, and peers who share your interests, helping you to identify career paths and areas of focus. Adding contacts on LinkedIn post-event can further solidify these connections. So, I strongly encourage students to attend events, including career fairs which offer valuable opportunities to develop skills like interview techniques.
Additionally, my involvement with King’s Entrepreneur Institute provided me with essential entrepreneurial skills applicable to various career paths, emphasising the importance of creativity, resilience and drive in navigating challenges and pursuing innovation.