Faculty Q&A: Fan Hong
Dr. Fan Hong has been a faculty member at Tsinghua University since 1988 and is one of the original professors in the Tsinghua School of Journalism and Communication, which was founded in 2002. Originally from Chengdu, Professor Fan specializes in city branding, national-image study, place branding, corporate communications, and international communications.
A well-known international academic, she serves as deputy director of the Academic Committee of China Public Relations Association (CPRA), academic director of Tsinghua Public Relations and Strategic Communication Institute, director of international programs of National Research Centre for Cultural Industries at Tsinghua University, executive director of Tsinghua-Ruder Finn CSR Program, senior research fellow of Research Centre for International Communication Studies of Tsinghua University, andconsultant at various state-owned enterprises and international PR companies.
Dr. Fan has been a professor and supervisor in the Global Business Journalism program since its creation in 2007. In a recent interview with reporter Leila Worman of the United States, she shared her insights on the benefits of the GBJ program and future job outlooks for its students. She also offered advice for anyone seeking to live in China.
Q: What courses are you teaching?
A: Two, Corporate Communications [at the master’s level] and undergrad Cross-Cultural Communications. Next semester I am teaching Strategic Communications as a master’s level course, and Global Communications for Ph.D. [students].
Q: What do you hope students who take your class will gain?
A: In general, I want them to gain three skills. One is to understand introductory theories of communication: Corporate identity, branding, and crisis management all have theoretical components but aren't very deep. Also, case studies help me teach practical stuff, and can improve their [students'] critical thinking.
…I want GBJ students to understand China more, by bringing them to different companies, and to have them be taught by professionals at these companies. For example [this past semester] we did four company visits, to visit these companies and see how they are in reality, and to see how they communicate.
I want you to learn from the real-world situation while you are in China, and also from global companies. In general, I want to combine my class, theory, theory-based communication skills training, and on-site, first-hand experience in the job field to prepare students for better job situations.
Q: What advice do you have for GBJ students who want to find jobs after graduation?
A: I think finding jobs in China for GBJ students is not difficult. In my experience, all of my students found good jobs, their ideal jobs. For example, some of my students anchor at CGTN or are journalists in their home country. Many students now work in the corporate communication departments at big state-owned enterprises. I think all of them found good jobs because the GBJ program is well planned, [and] many courses help them increase their journalistic skills: writing critical thinking, sensitivity to current events... Students are very well prepared.
Another reason is society trusts Tsinghua University very much. Also, GBJ students are active and take the initiative by themselves, and most of the students have a global vision. Most of the supervisors help students. And students [can] learn from working with supervisors in real field projects, which helps prepare for job interviews.
So I want to remind GBJ students to make full use of Tsinghua while still here. Learn as much as you can. If you can learn Chinese while you're here, even basic speaking Chinese and the culture, it will help you find a job. Participate in Tsinghua social practice summer practice and you will learn a lot…If you can make full use of this, you will prepare yourself better for the future.
Q: How to adapt?
A: Adapting to living in China is very easy. The first time, you will experience culture shock. This means you might feel uncomfortable, anxious, or depressed. So, the first couple weeks you might feel is very difficult.
How do we get used to this? Number one, Chinese people are very open and friendly. So approach the Chinese people around you. Talk to them, and ask for advice, they are always willing to help you. Chinese people don't actively approach you by themselves but they are warm-hearted. Distance between people in China is shorter, so don't think it's difficult to get close to people.
Second, you must get used to it, because you live here. Never ever compare a culture with your home culture. If you have judgment you’ll never adapt. Watch and see around you and you will gradually learn. You need to have an open mind and open attitude. You can't [decide what’s] good or bad but you gain life experience. Intentionally study Chinese culture and language. To me, I’ve lived in many countries but cultural experiences brought a lot of benefits to myself and my work. You have to have good intentions and be disciplined to learn deeply. Become a good learner of language, society, and culture.
Q: What do you enjoy doing when you aren’t teaching?
A: Every professor is very busy. Before I go to class I spend time preparing lessons, thinking of lecture topics, selecting cases, grading, planning corporate visits, etc. I also supervise many students and have group meetings with the students to plan research and advise them on their theses. I need to [submit] my papers for publishing, and present them internationally. I’m a reader for international journals, and also a professor at Tsinghua. We aim to be like think tanks for Chinese organizations and contribute our thoughts in the field.
I also do consultancy projects for state-owned corporations. Through these projects, my students learn from the real field and then bring stuff to the classroom. Another thing is I need to apply for research grants. Lastly, I am often invited to participate in conferences for branding communication and to give talks. I love sports like running and playing squash, [so] I leave some limited time to do some training for my health and try to travel during winter break.
Q: AI is a hot topic today. How will it change communications?
A: Technology has been changing communications over time. Currently, there's a dramatic change. In the past, physical stores would create a flow of consumers. You didn't have to advertise as much. But now we have e-commerce, so [focus has] shifted to how to get consumers to get online. Now everyone can livestream, and advertisement isn't as necessary. People make a lot of money selling online. For example, Lei Jun only advertised his company's new car on a livestream. We went from TV to print, online to livestream. Many corporate communication agencies have changed into digital marketing agencies.
Now with AI, we don't need to pay people to do things. Videos or brochures, logos, etc., can be designed by AI in a few seconds. AI-driven communications save time and money but you can't let it do everything. AI doesn't know who you are, you need to know who you are, your values, goals, and missions, and connect yourself with the right people.
Corporate communications has been hugely changed by AI. And it will change even more [in the future]. Social media and AI will continue. GBJ kids need to study this. AI is already being used to do what people do.
Komentarze