On April 14, the campus roadshow for the 10th China University Student Public Relations Planning & Entrepreneurship Competition was held at Zhejiang University, organized by the China International Public Relations Association (CIPRA) and hosted by the College of Media and International Culture. The event was attended by Zhou Hengbin, CIPRA's Executive Vice President and Secretary-General, and Wang Qingwen, Party Secretary of the College, who both delivered opening addresses.

Wang Qingwen emphasized that the public relations discipline is experiencing a renaissance in the AI era, noting how this year's competition theme—AI Empowerment for Integrated Development—aligns perfectly with Zhejiang University's strategic focus on interdisciplinary collaboration. He highlighted the university's proactive role in addressing national strategic needs through digital transformation driven by AI, encouraging participating teams to leverage the institution's research achievements to demonstrate exceptional innovation and practical prowess in the competition.

Zhou Hengbin reflected on the competition's evolution from a modest initiative with about 100 teams to a flagship national event now attracting nearly 2,000 teams, cementing its status as a benchmark for PR education and practice in China. He urged students to harness innovative thinking and emerging technologies to tackle contemporary challenges, using the competition as a platform to refine their expertise and push boundaries. The theme, he noted, resonates with both China's Digital China strategy and global technological trends.

Corporate representatives provided industry perspectives on competition topics: Huang Wei (Corporate Communications Manager, Bayer China), Tong Minyuan (Assistant Manager of Corporate Affairs & Public Engagement, L'Oréal China), and Cai Yanbin (PR Manager, Shanghai Chando Group) each analyzed themes through the lens of their respective corporate cultures and product portfolios.

Chen Yang, Vice President of BlueFocus Digital Marketing Group and Dean of BlueFocus Research Institute, distilled three key insights for crafting winning proposals. He stressed that a compelling theme forms the soul of any meaningful plan, emphasized the need for ingenious and top-tier strategic designs, and illustrated how contemporary campaigns must synchronize with the zeitgeist—citing recent AI and VR applications as vivid examples.

Xie Jingfen, Managing Director of Guangdong Fame PR Management Consultants, offered a masterclass on employer branding, PR-marketing synergies, and integrated communications through case studies. He encouraged students to blend AI-driven solutions with creative storytelling and emotional resonance in their campaigns.

The roadshow brought together competition judge Pan Jianxin (Deputy General Manager of Hylink Digital Solutions), Professor Zhang Yan (Head of the Strategic Communication Department), corporate leaders including Wang Diqiong (Employer Brand Manager, Bayer China) and Han Xueying (Senior Recruitment Specialist), alongside faculty and students from Zhejiang University, fostering a dynamic exchange of ideas between academia and industry.

This event not only set the stage for the national competition but also reinforced the critical role of next-generation communicators in navigating the intersection of technology, strategy, and social impact.