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1、PersonalStatement??Interestinglyenough,infilingmyapplicationforyourMaster’sprograminJournalismandMassCommunication（focusingonPublicRelations）,IfindthatmyapplicationisinextricablyrelatedanumberofqualitiesthatcanbecapturedbythosewordsfeaturingtheinitialalphabetC.CreativityT
2、heFive-RingOlympicemblem,representedbyfivedifferentseriesofcarsinfivedifferentcolors,againstthebackgroundofhundredsofGM（GeneralMotor）employeeslettingflyhundredsofwhitedoves,thispictureofgreatbeautyandharmonyappearedintheleadingChinesemedia（includingtheiroverseaseditions）t
3、hemorningimmediatelyafterBeijingsucceededinitsbidtohostthe2008OlympicGames.Inthenextfewdays,asthispictureanditscorrespondingtextsfoundtheirwayintoevenmoremedia,theXXGMsucceededinacampaignofitsown—creatingandpromotingitscorporateimageasthefirstmultinationalcorporationthatr
4、eactedmostswiftlytoaninternationalsensationthathaswideandfar-reachingimplicationsforacountrythathas13billionpopulation.BehindthismajorsuccessofpublicrelationswerethecreativeconceptualizationandexquisitejournalisticplanningthatmyteamandIcontributed,withmeasthemastermindoft
5、heproject.AscustomermanageroftheProjectDepartmentofXX,IledmyteammemberstoundertakeadetailedstudyofourclientandbyemployingmodernPRapproaches,wehelpedachieveanenormousmediaeffectforXXGMwithintheshortesttimeandatthelowestcost.Themessagewaseffectivelycommunicatedandthegeneral
6、public’srecognitionoftheGMasabrandwasenhanced.AsinallsuccessfulPRundertakings,creativityhasbeenthekey.Career&CourageTheforegoingPRcaseisbutoneofnumerouscasesthatImastermindedduringmy6-yearcareerinPublicRelations.SincemygraduationfromtheSchoolofBusinessofUniversityofXXIhav
7、ebeenworkingatseverallocaltop10PRcompaniesandhavehandleddozensofPRcases,involvingmorethan100celebratedinternationalbrands.FromSept.1998toOct.2000,IservedasassistantmanageroftheProjectDepartmentofXXBetterwayMarketDevelopmentCompany（XXBranch）.Expandingthebranchofficeintoa10
8、-personorganization,weprovidedservicestoclientslikeP&G（China）thatoperateinhair-care,skin-careand
