Connecting across cultures: GBJ alumna Maria Rincon shares communication strategies

Rick Dunham
Apr 25
3 min read

Updated: Apr 27

Maria Rincon is a 2021 graduate of the Global Business Journalism program at Tsinghua University. — Maria Rincon: “We want to understand our audience because this helps our message land and be more impactful and effective."

By MARIA ARKHIPOVA

Global Business Journalism reporter

Effective cross-cultural communication depends on understanding your audience and listening empathetically to what they have to say, international communications expert Maria Rincon told Global Business Journalism students on April 15.

Rincon, a public speaking consultant whose personal journey spans continents and cultures, drew from her own experiences in media, international consulting and coaching as she delivered an online masterclass on speaking with confidence across cultures. Raised in a Colombian-Chinese household in Canada and now based in Sweden, she has sharpened her skills in bridging cultural gaps and empowering non-native English speakers.

“Growing up in a multicultural household was a gift but also felt very lost in the sense of cultural identity,” Rincon confessed, reflecting on her personal journey.

After earning a bachelor's degree from Simon Fraser University in Vancouver, Rincon moved to China for four years, earning a master's degree in the Global Business Journalism program at Tsinghua University in 2021. During her time in China, she also worked as a presenter on Hunan TV, made appearances on CCTV 1 and Jiangsu Television, and completed a communication internship at the United Nations. These experiences provided the solid foundation for her expertise in global communication and her passion for helping others communicate effectively across cultures. Now, Rincon works with professionals from Fortune 500 companies like Instagram, Amazon, Edelman, and ABB, as well as entrepreneurs in Sweden’s thriving startup scene.

Her masterclass for Global Business Journalism students focused on practical techniques to enhance presentation skills, adapt messages for diverse audiences, and communicate with confidence in a global setting. When communicating across cultural lines, she encouraged students to consider their audience’s background, values, and preferred mode of communication before crafting their message.

“We want to understand our audience because this helps our message land and be more impactful and effective,” she emphasized.

Rincon also highlighted the significance of empathetic listening, a crucial skill for successful communication. By putting themselves in the shoes of their audience and listening with an open mind and heart, journalists can build stronger connections and foster better understanding, she said.

“Empathetic listening has helped me go from a mediocre journalist and reporter into someone that can actually connect very deeply with audiences,” she shared.

In a world increasingly shaped by AI, Rincon stressed the importance of soft skills like empathy and active listening. Citing a World Economic Forum survey, she noted that while AI and data skills are crucial, empathy and active listening remain highly valued by employers who are navigating the complexities of cross-cultural communication.

Maria Rincon introduces herself in this YouTube video.

Rincon also delved into the nuances of virtual communication, offering practical tips for making a good first impression online. She emphasized the importance of turning on the camera, framing the shot professionally, using sufficient lighting, and choosing a pleasant background. Referring to a study on virtual first impressions, she noted that plants and book backgrounds tend to score highly in terms of trustworthiness and competence.

Beyond the technical aspects of communication, Rincon emphasized the importance of mindset. She encouraged students to shift from a perfectionist mindset to a giver’s mindset, focusing on serving their audience and helping them learn something valuable.

“This is what the giver’s mindset is about,” Rincon explained. “Really, and authentically, genuinely wanting to serve your audience. Helping them learn something.”

Rincon encouraged students to embrace versatility, adaptability and understanding of our interconnected world. Effective communication is more than just the words you use, she reminded the students. It’s about connecting with people.

"Mastering these skills helps you stand out in a competitive global atmosphere," she told the Tsinghua audience.