In 2016, TransComm Group began to provide PR services in connection with AstraZeneca’s internal WeChat platform, mainly in three areas:
- Integration and editing of information due for release, including the optimization of the appeal and readability of the releases through: title font and size adjustments; the addition of introductory forewords; and the utilization of adequate language tone and style.
- Active planning and preparation of featured topics including employee stories, senior management team-related content, top sales practices digests, etc., written in a unique style and released at regular intervals, with the aim to cultivate excellence at both the individual and team levels, give examples of successful business strategies, increase focus on employee development and strengthen employee engagement.
- Creation of strategically planned employee interaction activities in connection with certain holidays and events, including warm-up, implementation, and feedback collection, all with the aim to strengthen employee participation in events and increase their attention to the WeChat platform.
In addition to various types of content, a number of engaging methods are also used to enrich the WeChat platform:
- Design and creation of event-related HTML5 content including e-cards, product presentations, employee benefit introductions, company financial reports and so on.
- Creation of cartoon mascots for all departments, to be used during activities and at the release of important department news, with the aim to energize departments’ image and meet their members’ favor.
- Utilization of infographics as most common method to colorfully illustrate content and increase article attractiveness and readability.
- Shooting of animated films and patient videos to be used as communication material at general staff meetings and to publicize the company’s image.
In conclusion, a variety of methods are used to make AstraZeneca China’s internal WeChat platform more lively and engaging. In 2016, AstraZeneca China’s internal WeChat account was selected as an outstanding case by Tencent’s very own internal WeChat platform and was awarded the 2016 silver medal of excellence for outstanding internal PR communication work.
