Confucius Institute Directors External Communications Workshop

Sep 15 - 16, 2018 · Washington, DC

Confucius Institute Directors in the US today face an extraordinary challenge: how to articulate the value of the many contributions that CIs make to their students, universities, and local communities, and respond to the negative and uninformed stories about Confucius Institutes in the media and elsewhere.

The Confucius Institute U.S. Center, at its 2018 People-to-People Award Gala, invites you to a workshop to develop an action plan to address these challenges.

At this workshop, you will:

  • Learn external relations strategies and develop a communications plan to engage with your local community and tell stories of student achievements
  • Share communications and marketing strategies and collateral
  • Discuss current challenges with other CI directors and enhance the CI network in the US

At the conclusion of this workshop you will have developed an action plan and value proposition to empower your Confucius Institute to engage your university community to further Chinese language and culture education in your local community.

The People-to-People Award Gala is an annual CIUS Center showcase that celebrates the Confucius Institutes’ core educational value—the achievements of our students. Ten exemplary honorees selected from throughout the United States will receive high-level recognition and share their CI learning stories before policymakers, corporate leaders, and educators.


Friday, September 14 - Capital Hilton Hotel

 7:00 pm | Welcome Dinner
Capital Hilton - Statler Room

Saturday, September 15 - CIUS Center - 
Workshop/National Press Club - Gala

7:45 am | Group Departure from the Capital Hilton to the CIUS Center

8:30 am | Welcome and Opening
Gao Qing, CIUS Center Executive Director

9:00 am | The Value of CIs from the University Perspective
Matt Salmon, Vice President for Government Affairs,
Arizona State University;
Former U.S House of Representatives (R-AZ)

9:30 am | CI’s Communication Strategy and Approach
from the University’s Perspective
Rick Custer, Former Associate Vice President for
Communications and Marketing,
George Mason University

10:45 am | CI’s Position and Message within the Current Climate
James Heimowitz, President of China Institute

11:30 am | Updates on Hanban’s New Website
and Information Communication 

12:00-1:30 pm | Catered lunch

1:30-3:30 pm | Breakout sessions
Value propositions

5:45-6:00 pm | Group departure from the Capital Hilton 
to the National Press Club

6:00 pm | National Honors Gala Reception and Awards Ceremony
National Press Club

6:15 pm | Group Photo at National Press Club

Sunday, September 16 - CIUS Center

8:30 am | The University's Expectations for CIs
and Maximizing the CI Value
Daniel Julius, Provost, New Jersey City University
8:45 am | Media Relations and Defining Public Image
Tony Culley-Foster, CEO of CFCO International

9:15 am | Messaging and Addressing Media Inquiries 
Bill McCarren, Executive Director,
National Press Club
10:30 am - 12:00 pm| Simulation Critique and Discussion:
Conducting TV Interviews 

Credit to the Confucius Institute at Purdue University
Andrea McCarren, TV Journalist
12:15 pm | Catered Lunch
Discussion with Andrea McCarren - Social Media 101
2:00 - 3:00 pm | Reflections, Reporting, and Discussion

Guest Speakers

Rick Custer

Rick Custer is a Communications and Marketing consultant with the Confucius Institute U.S. Center. Rick has a master’s degree from the University of Chicago.

James B. Heimowitz

James Heimowitz, President of China Institute, brings 35 years of experience in building trust and understanding between China and the U.S.

Daniel J. Julius

Dr. Daniel J. Julius is the Senior Vice President and Provost at New Jersey City University and Adjunct Professor in the Higher Education Program at New York University.

Andrea McCarren

Andrea McCarren brings more than 30 years of experience in local and national television news to her media training sessions with corporate executives and diplomats.

Matt Salmon

Rep. Matt Salmon, who represented the 5th District of Arizona for five terms in Washington, joined Arizona State University as Vice President of Government Affairs.

Tony Culley-Foster

Tony Culley-Foster, Founder and President of CFCO International, brings 40 years of  experience in branding, cause marketing, and strategic communications.


The host hotel for this event is the Capitol Hilton. Please reserve your room before August 15, 2018, to receive a special CIUS Center rate. 

Please noted: the reserved rooms are limited and please make your reservation as soon as possible. You can also book any other hotel if you prefer.


Cheyenne Boyce
Senior Program Manager 
(202) 763-7204