We bring your story to success through strategic communication
“Every company has a wonderful story to tell. Yet in the face of the growing geopolitical complexity and the challenging economic environment, delivering on that opportunity depends on creating positive perceptions both at home and in international markets, to get your business, your people, and your role in bringing the positive changes to the world understood.
Communications are essential in doing so; from delivering a compelling corporate narrative, to sidestepping reputational risks, and leveraging the impactful channels, your story is at the heart of all that you do.“
Yina Zhao-Mayer
Founder, Lunarstone Communications
About Lunarstone
Lunarstone is an independent consultancy and provides tailormade communication advisory.
Founded in 2024 in Munich, Lunarstone benefits from over 20 years experience of its Founder, Mrs. Yina Zhao-Mayer, who worked in leadership positions at top-tier international communication firms in both Germany and China.
“My purpose is to help design and implement corporate communication strategy and manage impactful stakeholder relationship. I will apply my expertise to enable your voice to be heard, win the attention and support from your stakeholders, make positive impacts on your reputation, and manage the critical situations”.
Corporate Communications
The right corporate and leadership positioning is not something “nice to have” but enables your company to stand out in the industry competition and allows your narratives to reach to the heart of your key stakeholders.
It is not tactical moves, but should be a collaboration among internal communication teams, business functions and external advisors to define the advantages, take roles and speak to your uniqueness. I have extensive experience in advising senior executives of multinational companies on corporate communications, helping clients to formulate communication strategy and leading the implementation.
Digital Communications
Communication evolves with trend. Digital reach plays a vital role for corporations to communicate, connect and make impact. I am convinced that communications in the digital formats will intensify in the future. I possess strong digital skills to offer consolidated communication advisory.
With myself being a vlogger, I am the go-to expert for advice on both the international and Chinese social media platforms, social media management and the influencer culture. I offer digital strategy development, content creation and account management support.
Crisis Communications
For more than 20 years I have managed critical situations for clients. From commercial bribery investigations, change of business plan, food poisoning scandal, supply chain disruptions, factory fire and facilities explosion to the dispute of interests between business partners, I worked tirelessly together with clients to help them navigate the complex issues and rebuild the reputation post the crisis.
Every situation was intense and unique. Along the way I learnt together with clients and led the difficult crisis communication scenarios. I can apply the expertise accumulated to future cases and defend clients’ interests.
Sustainability Best Practice
Operating the business in a sustainable way is no longer a superficial standard but is the basic expectation towards a company. Engaging with all the key stakeholders across the entire value chain is essential for corporations to meet their goals.
More and more companies are putting sustainability in the center of their business focus. However, getting the communications in this area right isn’t that easy – there are so many potential pitfalls, further complicated by the geopolitical tensions and new regulations. I am passionate about diving deeply into clients’ business and working with them to help create value across the stakeholder universe.
Corporate Affiars, Regulations and Insights
Political and social headwinds in both home and global markets generate challenges that most corporate leaders have to deal with in their effective working time.
Having the political acumen and keeping close track of regulations and public affairs will create a dividing difference when it comes to the corporate affairs efforts. With my solid experience I support clients with policy research and interpretation, mapping potential risks and hosting workshops on high-profile topics, especially on China.
Corporate Services
Strategic far-sight in combination with efficient down-to-earth implementation brings success. It is as simple as that, but precision is the focus point to reach to the right stakeholders at the perfect timing.
I help clients to execute campaigns, draft and edit corporate content including press materials and digital content, manage video shooting projects and provide on-site management as well as language interpretation service.
About me
Yina Zhao-Mayer
Founder
My experience in the communication consultancy industry spans over 20 years. Prior to founding Lunarstone Communications, I served as a Director at Kekst CNC Munich office, an international communication consultancy. During my time there, I established the China-Europe Desk and was responsible for the related client advisory, being also actively involved in global digital communication and crisis communication working groups.
Before joining Kekst CNC, I first worked at Finsbury (now rebranded as FGS Global) in China, where I established and managed the China operations. In April 2021 I transitioned to Hering Schuppener in Germany (now an integrated part of FGS Global) as a Managing Director in Frankfurt. Over the course of my career, I have also held leadership positions at Brunswick Group and Citigate Dewe Rogerson in Beijing.
My areas of expertise include corporate, strategic, and digital communications, crisis communications, executive profiling, change communications, corporate affairs and sustainability communications. I am a strong promoter of thought leadership and possess excellent consulting and copywriting skills.
A graduate from Tsinghua University with a Master of Arts degree in Foreign Linguistics and Applied Linguistics, I am native in Chinese Mandarin, speak near-native English and am proficient in German.
In my free time, I enjoy Chinese calligraphy, reading, music, table tennis, cycling, trekking and traveling.
Insights
Do I See a Totally Different China? Chinaforum Bayern’s Stefan Geiger on His Trip to China
Do I See a Totally Different China? Chinaforum Bayern’s Stefan Geiger on His Trip to China After 5 years without one single trip to China,
China’s stimulus plan failed to meet the expectations of the investors. What’s next?
China’s stimulus plan failed to meet the expectations of the investors. What’s next? On October 8th, China’s top economic planning agency, the National Development and
How to get well-prepared for CIIE?
How to get well-prepared for the participation in the China International Import Expo (CIIE)? #China #Global Enterprises in China #Industry and Exhibition #CIIE China International
What distinguishes a good communication advisor?
What distinguishes a good communication advisor? Disclaimer: Below observations are from my 20+ years of experience in the communication industry, during which I worked in
Food security in China – opportunities or challenges for Western companies
Food Security in China, Opportunities or Challenges for the Western Companies The demand of more innovative food offers and higher safety standard by the Chinese
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YOUR STORY IS AT THE HEART OF ALL THAT YOU DO