EastVoice易为公关博客

本文转载自China Daily，原文链接：http://www.chinadaily.com.cn/cityguide/2009-09/29/content_8750581.htm

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Johan Bjorksten, known in Chinese as Da Long, believes you need to be tough,
not clever to learn the Chinese language.

Swede smell of success

The most famous Swedish import in China is IKEA, the furniture and homeware store.

Perhaps the second-most famous is 45-year-old Johan Bjorksten, or Da Long, as he is known in Chinese.

Bjorksten owns Eastwei Relations, a public relations consultancy based in Beijing that provides communications strategies and event services to a list of Fortune 500 clients and smaller enterprises.

The entrepreneur is also well known as the former host of Beijing Traffic Music Station, where he introduced heavy metal music to locals. He has also hosted a cooking show on a local TV station.

Bjorksten is known as Da Long (dragon in Chinese), a name that was given to him by a Chinese guide during his first visit in China, because he was born in the year of Dragon.

"China is big and also a special market, which requires more and more professional public relations experts who have an understanding of the domestic and foreign market," said Bjorksten, who is also the vice-chair of the Swedish Chamber of Commerce in China.

"Language is a necessary tool to approach the Chinese culture, my success wasn't only because I had a western face and could speak fluent Chinese, but also because I could introduce fresh and interesting things to my Chinese audiences."

Bjorksten said that when he first came to Beijing 23 years ago, he had no idea of the successful life that he would find here.

Bjorksten, who speaks six languages including Russian, learned Chinese for one year before leaving Stockholm.

When he began to learn Chinese, he repeatedly listened to the correct Chinese pronunciation and tones in the language lab for hours.

"You don't need a clever brain, but you need a tough butt," he said.

In the summer of 1986, Bjorksten had the opportunity to travel in China.

When he arrived in Beijing, he chose to live in a motel in west Beijing, where he lived with seven people, mostly truck drivers.

"It meant that I had seven Chinese language teachers for free," Bjorksten said.

In 1988, Johan studied chemistry at Peking University. Two years later, he graduated and went back to Sweden for further study.

In 1994, after receiving his masters degree, Johan decided to return to China.

He said that compared to his cold and peaceful country, China held a different charm and greater opportunity.

Bjorksten later registered a company in Beijing that imported mini golf equipment. He later went on to own a record company.

At one point, during a casual conversation with a Chinese friend, Bjorksten, a lover of heavy metal rock who once joined a band when he was in Stockholm, was invited to host a broadcasting program on Beijing Traffic Music Station in Chinese.

His humorous style and abundant knowledge immediately attracted Chinese audiences, and opened a gate to northern European heavy metal music.

In the eight years that followed, Bjorksten was also invited to host a popular cooking show in the local TV station.

Sometimes in his spare time, Bjorksten likes to wander through the IKEA store in northern Beijing, which makes him feel like he is closer to home in Sweden.

But he said he never feels lonely in China's bustling capital and, in his words, has become a pure Beijinger.

      由中国国际公共关系协会公关公司工作委员会举办的2009年度中国公关嘉年华活动已于1月11日在京圆满举行。本次嘉年华也是协会为公司委员会主办的第二届行业年会，期间近40家公关公司共计400多位代表出席了活动。

      本次行业年会共评选出三大奖项，其中行业成就奖三名，年度新人奖四名，年度演讲人奖三名。深谙中外文化，并积极投身公关传媒事业的易为公关创始人大龙，凭借其对公关事业的高度热爱以及乐于与同行分享与讨论的科研精神被协会授予年度演讲人大奖 （奖杯如图）。

      下面是大龙近年来在公关方面的主要事迹：

• 06年6月大龙带领其顾问团队推出《中国式公关》一书，其所倡导的“知识导向型媒体关系”理论在业内引起巨大反响与讨论，经两次追加印刷后，该书繁体版也于07年9月在台湾上市；
• 07年获邀成为CCTV2原《商务时间》栏目长期特邀嘉宾；
• 07年获邀成为CCTV12《大家看法》海外专家；
• 08年奥运期间受湖南卫视邀请，参与奥运特别节目制作，浅谈中国与奥运；
• 08年就三鹿奶粉事件接受香港南华早报参访，以公共关系专家身份深度解析信誉危机下的政府公关和企业公关；
• 08年获邀成为CCTV2《经济与法辩辩辩》栏目长期特邀嘉宾；
• 08年参加CCTV2《对话》栏目摄制；
• 08年参与BTV3《成长在北京》栏目摄制，畅谈创业在中国；
• 08年出任第十八届世界公共关系大会开幕晚宴、颁奖典礼及大会分论坛主持……