External and cross-border communications involve parallel, overlapping narratives and audience groups that influence each other in ways both obvious and subtle. To be effective, a company needs to have clear messaging and an ongoing dialogue with key stakeholders – employees, investors, media, and customers – both in China and abroad.

OXL’s advantage lies in our experience working with both Chinese and international companies to craft communications that deliver a compelling narrative, while addressing hot-button topics and sensitivities for both sets of audiences. By providing foundational tools, including messaging, training, outreach strategy, bilingual corporate materials and 24/7 strategic counsel, we help companies bring their stories to life and take control in periods of transition.

international media are essential to ensure balanced, knowledgeable reporting. And to ensure consistent coverage companies need to develop storylines and content that are both compelling and timely.

Chinese and international media are becoming increasingly cross-influential, with Chinese media – and public opinion –influenced by reports in international top-tier media and international media more attuned to the increasingly independent – and commercially minded – local media. OXL advocates an integrated approach to media relations to maximize impact by seeking to develop nuanced, parallel storylines that appeal to both Chinese and international readers.

In addition to online and traditional media, social media is playing an ever more important role in shaping media coverage and public opinion, and is a potent amplifier of media coverage. When considering a media relations campaign, social media strategy – knowing who the key voices are & assessing the opportunities and risks around direct & indirect outreach – is central to our planning.

Our bi-lingual professionals have rich experience working with both the Chinese and international media, and clients benefit from our strong relationships with senior editors, reporters, key social media opinion leaders and our ability to develop clear, concise messages that resonate with audiences.

governance, business continuity, corporate image, food safety, IP infringement, litigation or fraud allegations. The public judgement can come swiftly and be very difficult to change after the fact. Whether a social media storm set off by a Wechat post, or a fake news that goes viral for companies, a crisis flashpoint can come from a complicated array of sources, and then spread quickly across the boundaries of language, media and geography. To effectively handle a crisis, companies must weigh the gravity of the situation, the concerns of stakeholders including consumers, government, media and investors as well as cultural factors affecting public opinion – and then be prepared to act fast.

OXL has extensive experience working on the wide range of crisis issues that impact companies. We help clients handle sensitive, industry level issues, and when the unexpected happens we work to analyze the situation, and are available 24/7 to provide messaging and strategy recommendations designed to take back control.

OXL provides customers with tailored market research report and management solutions. To better understand the market development direction, so that the company can manage various commercial risks and seize the opportunities in the fierce market competition. In addition to industry research reports, competitor research reports, feasibility studies and other research reports and consulting services, OXL also works with influential think tanks in Southeast Asia to collect the public opinion analysis and provide current affairs reviews.

brand performance), brand image design (visual element design), brand marketing organization construction (brand management system), brand Communication and promotion (integrated marketing communication strategy, product listing promotion strategy, media strategy, public relations strategy, promotion strategy, product packaging design, display design, print advertising and promotion tool design, film and television creative production), brand marketing plan, brand marketing implementation (Brand barrier, brand story), brand management system (brand management organization, brand management process, brand management system, brand performance management), brand value evaluation and brand asset operation, brand crisis management and treatment, etc.

closer cooperation between China and Southeast Asia. The differences between historical culture and business culture, as well as the increasingly international business environment, all have an impact on outwardly developing companies. They are encountering the challenges of communications with new markets and audiences, and often with specific requirements and unfamiliar “rules of engagement”. OXL works with clients’ internal teams to provide best-practices trainings in IR and media relations, as well as crisis & transaction communications. Our tailored trainings run the spectrum from IR/PR fundamentals to crisis simulations to highly technical capital market situations.

OXL also regularly provides one-on-one training for senior-level executives to hone messages and delivery in preparation for media interviews. Using a combination of theory, case studies and practical exercises, we focus on developing the skills and techniques required to produce confident spokespeople who can remain ‘on message’ in any interview situation. We conduct training sessions in English or Chinese, and cover both international and Chinese-language media other than training skills in media drafting.

investment, technology, suitability, women empowerment etc. We have served the clients including corporate, listed companies, embassy, Non-profit organisations.

From conceptualisation, programme, invites, following-up,  onsite floor management, copywriting, social media management, we are committed to tailor-made and executing management solutions for clients to support their clients’ business and marketing goals, enhance the branding awareness and promote new products, build brand loyalty, open up new markets and inspire them to create top-notch performance. From education to investment, from luxury consumer goods to the real estate industry, from corporate to non-profit organizations, embassies, OXL’s tailor-made solutions to help the clients respond to opportunities and challenges in a specific industry context.

copywriting can not only cleverly convey product and service information, but also enhance the corporate image. Other service include proofreading, content maintenance for social media platform, content produce including text and video etc.

Annie Song is the Founder and Managing Director of OXL Communications & Consultancy Pte Ltd, a start-up focusing at PR and media relation, as well as branding consultancy and events managements. With a solid 15-year experience as a financial journalist, she accumulated entensive financial journalism track record, scored exclusives with listed companies and esteemed business leaders across Singapore, Indonesia, Malaysia and China. As a veteran in the PR circle, she built up an extensive network of media contacts both locally and regionally, and working relationships with big players in the region. Notwithstanding the nascent business stage, Annie has successfully organized major events.

She also created interactive platforms between investors and listed companies, and organized S-REITs roadshows in Singapore and overseas. Some examples include The Future of REITs Forum 2016, REITs symposium 2017, and S-REITs investment forum, Beijing 2018.

Annie Song received her diploma from Zhongnan University of Economics and Law with major in Management Accounting in China, and she also holds two Master degrees, an MBA from Wolverhampton University, and the other in Banking & Finance from University of Loughborough, UK.

Prior to joining OXL, he has worked in the Solid Lubrication Open Room of the Chinese Academy of Sciences, the American Institute of Standards and Technology (NIST), the Singapore Data Storage Institute (DSI), Singapore Unisteel, Singapore SPN International, and Singapore Institute of Manufacturing Technology (SIMTech), 3M Singapore R & D Center.  His posts act as the senior scientist, senior consultant and senior management positions.

Through his 20 years’ experience in applied technology, Dr Zhang has accumulated practical strategy and extensive network resources. He has successfully led the China company with advanced technology acquired from USA and made it growing up into a leading precious manufacturer in China.

He received the EMBA from NUS and the bachelor from Lanzhou University. He obtained his PhD degree in Physical Chemistry from Lanzhou Institute of Chemical Physics in China.

specializing in luxury retail, beauty, fashion, and lifestyle sectors. She has held senior roles in international brands and corporations, leading business development, brand expansion, and market strategies in Singapore, Hong Kong, Myanmar, and beyond. With expertise spanning retail operations, brand management, PR, and team building, she is known for her sharp market insight, consumer understanding, and ability to translate strategy into measurable results.

Throughout her career, Helen has overseen regional retail teams of 400+ staff, managed over 20 brand boutiques, and led market entries for global brands across ASEAN. She has delivered high-impact campaigns including roadshows, product launches, and digital retail integration. Her strengths lie in aligning global brand vision with local execution—collaborating effectively with brand principals, government authorities, developers, and media partners to ensure successful, compliant market entry.

Drawing on her strong regional foundation, Helen has helped clients develop and scale in emerging markets such as Myanmar—building retail frameworks from scratch and driving brand rollout from planning to execution. Her ability to integrate branding, sales, and stakeholder engagement into one coherent strategy makes her a trusted advisor to both international and local clients.

As a Senior Consultant at OXL Communications & Consultancy, Helen focuses on brand storytelling, market entry strategy, investor communications, and integrated campaigns. Her practical experience and strategic mindset strengthen OXL’s capabilities in delivering commercially sound, media-smart solutions that help clients build reputation, trust, and market influence across the region.

she has gained extensive experience ranging from print media, digital media, advertisements and content solutions to campaigns in marketing as well as event management. As the account manager, Jasmine was dedicated in helping clients build up branding awareness by proposing and developing marketing plans. She utilizes her skill in implementing crucial marketing strategies to ensure that all the clients’ requirements are met effectively. Through evaluating media platforms and channels, she keeps communications with clients in order to come up with a proposal that is tailored to them. As a team player and with her talents, Jasmine provides invaluable prowess in supervising and coordinating marketing plans, corporate communications other than commits to fulfill the project target including marketing activities, new launches and events.