This essay aims to analyze the Lenovo’s public relations campaign on its way to internationalization through the public relations Ten Point Plan model. The objective of this campaign was to establish reputation of the brand from local to the international level. After giving the description of Lenovo, the author will demonstrate Lenovo’s outline tactics, which was called three-step tactics. It included changing the logo, being a TOP of Olympic Games and purchasing IBM global PC business. Every big step of the whole public relation campaign was embedded with strong news value and spreading value, so as to gain excellent communication effects. Following this, the three-step tactics was constituted with many specific strategies in each phase, such as media publicity, event Planning and governmental public relations. Different strategies are designed and delivered for realize different objectives. And, then, the evaluations of the campaign will be given.In order to guarantee the accuracy of the main messages and control the possible negative information, Lenovo did evaluations after each strategy. Finally, this systematic public relations campaign achieved its goal.
To conclude, the basic condition of Lenovo to become an international company owns a global brand. Lenovo grew from the Chinese brand to the international brand successfully. It was the outcome of an efficient dissemination by a series of hot events and well-designed processes. In these processes, the brand tactic and communication activities closely matched with the company's business strategy. The three-step tactic make progress phased and purposefully. Specific tactics, including propagating the connotation of new logo "Lenovo" and propagating signing ceremony with Olympic, etc. were put into effective practice. All these specific strategies were designed and delivered for certain purposes. As the public can see from Lenovo’s statistical data, the outcome of the campaign was measured precisely. People’s image of the brand changed from local to international who can be reflected in the exposure rate, the understanding degree and the approving degree. Internationalization of the brand is the enterprise passport to the international market; finally, Lenovo got it successfully.