Yin Ching helps both C-level executives and communications professionals to get the right messages across, in both good times and bad. With over 25 years’ experience advising clients in the B2B space, Yin Ching is currently Managing Partner at Ying Communications. Yin Ching specialises in connecting business strategy and priorities with a communications strategy, with a special focus on developing the plans and key messages necessary to create a strong and consistent brand. She has conducted media training for many B2B clients including Cargill, Cisco Systems, General Electric, LANXESS, Motorola Solutions, DSM Dyneema, Red Hat, Tetra Pak and Clariant. In her previous role at IBM, Yin Ching was responsible for corporate communications, media training, product PR and internal communications. She played a significant role in the regional conceptualisation and launch of IBM’s e-business initiative.