Forum on International Communication Practice Explores Pathways for Building Global Engagement Skills

 

By He Xinyi

Translated by Guo Yishun

The School of Journalism and Communication of Shanghai International Studies University held a thematic exchange forum on international communication practice and talent development on December 19, focusing on communication needs and challenges faced by Chinese companies going global and on how universities can enhance students’ cross-cultural communication skills through practice-based training.

The forum was attended by Yi Yonggang, Member of the University Party Committee and Vice President; Wu Ying, Dean of the School; Fan Juan, Party Secretary of the School; Jing Feipeng, Deputy Party Secretary of SJC. They engaged in discussion with Zhu Yinghua, Director of the Public Service Center of the Hongqiao Business District Administrative Committee, and Huang Yuanpu, researcher on outbound business, author of The New Wave of Going Global, and recipient of the Shanghai Youth May Fourth Medal.

Huang Yuanpu shared insights from his experience in international communication practice, noting that companies operating overseas increasingly need “bridge-type” professionals who understand both China and global contexts and can communicate across cultures. He argued that the main shortage lies not in content writing alone, but in practical communicators who understand local cultures, communication dynamics, and cross-cultural challenges. He also introduced projects such as Unpacking China and China Innovation Journey as reference models for student participation in international communication practice.

From a regional industry service perspective, Zhu Yinghua noted that many outbound enterprises face difficulties in brand storytelling and lack talent in building international teams and designing localized communication strategies.

Vice President Yi Yonggang emphasized the university’s commitment to integrated cooperation among government, industry, academia, and research. He encouraged journalism and communication students to engage directly with enterprises through field research and content production, highlighting the importance of learning through practice. Dean Wu Ying noted that Huang Yuanpu’s professional experience could contribute methodological and technical support to student engagement in international communication.

During the forum, the School and Huang Yuanpu reached a preliminary agreement on jointly developing practice-oriented courses in international communication. Participants also discussed cooperation on student internship and training programs.

The School of Journalism and Communication stated that it will continue to optimize curricula and expand practice platforms, with a focus on strengthening students’ practical capabilities in international communication and supporting talent development for global engagement.