Shilei Wang

Journalism and Media Writing Projects
University of New South Wales | 2024–2026

• Conducted interview-based reporting projects focused on local cultural and social issues, including interviews with Sydney street musicians and independent creatives.
• Developed PR campaign analysis skills by examining Burger King’s 2024 public relations campaign, with a focus on how user-generated content (UGC) was used to increase audience participation, brand engagement, and online visibility.
• Produced a media pitch, news release, and media plan for an Animals Australia campaign promoting an AI-powered empathy initiative for pet owners, developing skills in media writing, audience targeting, campaign messaging, and strategic communication planning.
• Conducted a case study analysis of BHP’s media relations and corporate communication strategies, examining how the organisation used media engagement, public messaging, and stakeholder communication to shape brand reputation and public perception.
• Analysed Stanley’s cross-cultural social media campaign strategy, examining how the brand used influencer marketing, audience engagement, and lifestyle branding to expand its popularity from North America into the Chinese market.