This course will be delivered in Chinese. PPT won't be shared.

For most enterprises, the daily promotion and PR activities have become a routine. While relevant employees may feel that there are more restrictions on creativity and planning, which is difficult to break through.

We always see some marketing articles announce that newsjacking can help you break the internet. While, what is the reason behind? Can newsjacking be applied to all industries rather than just FMCG (fast moving consumer goods)? Hotspot marketing, also known as newsjacking, should not be limited to FMCG industry since the word hotspot is a general term, which occurs in every fields. The rules in hotspot marketing is a strategic methodology which can be a guideline in various situations.

By following the 10 rules, the branding department can keep pace with the hotspots and use them wisely. Meanwhile, these rules will also solve many practical problems in marketing and promoting.

Who Should Attend?

This course is suitable for junior and senior employees in marketing, PR and advertising departments who are responsible for budgeting, planning, operation, and implementation, for instance, marketing managers, PR managers and market specialists. Relevant working experience will be beneficial for understanding the course.

Course Outlines:

Session 1: Find the point with responsive chord of people

  • The hotspot should be the trigger point
  • How to arouse sympathy
  • Stimulate the resonance of the audience
  • Lead an interaction
  • Learn from the feedback

Session 2: Right-on-time

  • Timeline is the key point
  • Catch the hotspot of regular festivals
  • Methods for newsjacking
  • Case study: Using the tactics in real life.

Session 3: Be consistent with your branding strategy

  • The newsjacking should always respond to branding strategy
  • Case study: Using the tactics in real life.

Session 4: Be relevant to your brand

  • Be relevant to your brand.
  • Whether the hotspot is relevant to your brand.
  • [Quiz]: Applied mentioned rules into practical cases.

Session 5: Find connection

  • Find connection between brand and hotspot
  • Mind the audience: How to expand your target?
  • Case study: Using the tactics in real life.
  • [Quiz]: Applied mentioned rules into practical cases.

Session 6: Find links

  • Creative ideas with strategy
  • Talk to the audience in the trade shows
  • Interacting with business partners

Session 7: Have some fun

  • Give a reason for the audience
  • Arouse audience's feelings
  • Interact with audience
  • Get the feedback from the audience

Session 8: Be creative

  • Create something meaningful

Session 9: Write a story

  • Tactics for a good copywrite
  • Play with words
  • Humor is necessary
  • Short, flat and fast
  • Focus on a point

Session 10: Let people spread the story

  • Story is spread by people.
  • Build a calendar to spread the story
  • Some tactics on spreading the story.
  • [Quiz]: Applied mentioned rules into practical cases.


8:45 AM - 9 AM
9 AM - 12 PM
Morning Session
12 PM - 1 PM
Lunch Break
1 PM - 5 PM
Afternoon Session


  • Ulan Tuya

    Ulan Tuya

    In 2014, Wulan Tuya founded Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd. Since 2018, she has served as an MBA professional tutor at Peking University National Development Institute. Wulan joined the Newell Public Relations in 2003, after that she served in the world's leading companies and agencies in public relation field such as Fleishman Hillard and the American Chamber of Commerce in China.

    Over the 15 years, she contributed to public relations, marketing, brand building. She has served both Chinese and foreign clients all over the world, from Global Fortune 500 companies to domestic start-ups. She has served in leading companies in a variety of industries, including Caterpillar, Emerson, PepsiCo, Copenhagen Fur, Cochlear, NBA, Mercedes-Benz, Colgate, Mori Hamada & Matsumoto, Siebel Systems, Juniper Network, Nyenrode Business University, and University of Chicago Booth School of Business.

    In China, through the establishment of public relations and brand awareness, using cutting-edge marketing and digital marketing techniques, she is committed to helping more local companies to open the market quickly through establishing brands.

    Recent years, based on the local media environment and mass communication characteristics, Ulan Tuya has developed a series of public relations and marketing courses. These courses improve the PR and brand literacy and practical capabilities of enterprises which aim at building brands and expanding markets within Chinese audiences.

    Ulan earned her bachelor’s degree in English from Beijing International Studies University. She graduated from the National Development Institute of Peking University with an MBA and received an MBA from the Leuven Business School in Belgium.

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Employee of Member Company

Please register and pay by December 11.

Standard Price RMB 2,000

Please register and pay by December 11.

Standard Price RMB 2,300

Cancellation Policy

If you cannot attend a training for which you have registered, please cancel your registration no later than five business days prior to the training. If you fail to notify AmCham China of your cancellation in a timely fashion, you will be charged for training costs. To cancel you can: 1) email training@amchamchina.org, or 2) cancel online if you registered for the training through the website. Your cooperation in this matter supports AmCham China in maintaining the quality of its trainings and is appreciated by your fellow members and the organization.


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AmCham China Washington Room

3F, Gate 4, Pacific Century Place, 2A Workers' Stadium North Road

Beijing, Chaoyang District, China

If you have any questions please contact Caroline Wang

Contact Organizer

+86 108519-0892

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