Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Asian Media Relations: Increase Your Profile and Image in China > NetSparsh - Viral Content you Love & Share

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But many companies have little understanding of how to harness the power of the media in the world's most populous country.

The following are ten points to consider when embarking on a media relations strategy in the Chinese market and identifying with the Chinese media.

1. Understand cultural differences.

Be sensitive to local communities and understand the complex and varied structures of the Chinese media. They are not uniform and often controlled at a local, provincial and national level. Improve your cultural literacy by understanding the culture and history of those you're doing business with. Respect these differences and don't impose your own values and perceptions on how the local media should treat you. Never make assumptions, do your research.

2. Use a local spokesperson.

Depending on the news value of the story, you will have a better chance of gaining media coverage the more Chinese you make your message. Using a local spokesperson will give you greater credibility. For example in PR campaigns for Nokia and IBM in China, they use local Chairmen who are Chinese because they are well respected and have deep Chinese roots.

3. Know your point of difference - what you do in your own backyard you also have to do in new markets.

Find out what makes you or your service or product unique in the Chinese marketplace? How will it stand out from the competition. In the past cultural differences have been used as an excuse for dubious practices not acceptable back home. This has changed. Be accountable as your actions will automatically be associated with your company's offices regardless of their location.

4. Clarify your communication objectives?

What do you want to achieve? To inform or entertain? To provide information? To build a profile? To influence public opinion? Personal marketing? Marketing or launching a new product or service? How will cultural diversity and differing news values influence this? News values differ in China. Often issues will be reported one or two days later and not with the urgency or timeliness of the Western media. By understanding your objectives you are more able to set tasks to achieve them accurately and will gain a better understanding of the processes involved.

5. Define your target audience?

Who is your target audience? General public? Customers? Competitors? Suppliers? What age are they, what level of education, what beliefs and values, geographical location, how do they use the local Chinese media? How credible is the media your target audience uses? Does it still have credibility even though it is controlled? The media is evolving and becoming more respected. Never assume similarities between similar markets in different countries, do your research, this not only helps define your objectives but offers cultural insight.

6. Identify the best channels of communication.

What is the best way to reach your target audience? TV, Radio, Internet, newspapers - local or national? Do your homework on how news is structured and gathered. Investigate who is reporting on what. Find out the nuances. TV has the highest penetration, while the Internet is growing amongst younger Chinese. Each market will be different and it is important to be specific and focused on these individually as well as collectively.

7. What is your key message?

The media is becoming more competitive and market driven. They need readers and viewers to stay viable in the new economy. How can you make your message appealing and newsworthy? Distil what you want to say into three key points. Always check translations of media releases. Have them retranslated back into English to check for accuracy. Be careful with tenses and cultural influence particularly when using humour.

8. Build your case.

When building your case look for the China angle. What are the features, advantages and benefits of your message for your Chinese targets? What evidence do you have that is seen as credible and independent within their cultural belief system? Always use a local angle, even for an international venture.

9. What is the China hook?

What will make your message or news release stand out from the rest and appeal to the values of Chinese journalists? You are not successful in China until the local market tells you. Giving money to Chinese journalists is no longer acceptable. Use more legal and ethical incentives such as providing transport, lunch or a gift or souvenir item. This isn't to be used as a bribe however, rather a hook, something to capture their interest and should be mutually beneficial.

10. Develop long-term relationships with the media.

Visit and meet journalists face to face. Network, get to know them and involve them in the story. There is now a focus on the interactive brand experience. For example in one successful mobile phone campaign local journalists were involved in trialing the product prior to launch. They were asked for their feedback and engaged proactively in its development providing them with ownership of the product and subsequent story. Relationships and personal connections, or guanxi, are very important in China and especially so in cultivating good media contacts.

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries. You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The New Republic

The White House P.R. “Nightmare” That Never Came | The New ...
The New Republic
On June 20, the Trump administration released a report some officials hoped would never see the light of day. The draft study from the Agency for Toxic ...

and more »

MLB.com

Much like '97 Midsummer Classic, island well represented this season
MLB.com
You would not have known it in that moment, but the 1997 game was Puerto Rico at its big league peak. Soon after, the sport began to see a steep decline in the impact of Puerto Rican players. Whether that decline could be traced back, as some argue, to ...
Get the mobile appMLB.com
Home Run Derby | MLB.comMLB.com
MLB (@mlb) • Instagram photos and videosInstagram

all 760 news articles »

North America Public Relation Robots Market to 2025
PR Newswire (press release)
The "North America Public Relation Robots Market by Product, Application and Country 2014-2025: Growth Opportunity and Business Strategy" report has been added to ResearchAndMarkets.com's offering. North America public relation (PR) robots market is ...

and more »

Hanergy Takes 42nd on World Brand Lab's 'China's Top 500 Most Valuable Brands' 2018 List
PR Newswire (press release)
BEIJING, July 17, 2018 /PRNewswire/ -- Hanergy Holding Group, a pioneering multinational clean energy company continues to strengthen its foothold in the global market. The company has recently taken 42nd on the 2018 list of 'China's 500 Most Valuable ...


Minneapolis / St. Paul Business Journal

PR firm Lola Red plots move within Warehouse District
Minneapolis / St. Paul Business Journal
Public relations firm Lola Red will move this fall to space above the long-shuttered Bootlegger's bar at the corner of Fourth St. and First Avenue North in Minneapolis, several blocks from its current location in the Warehouse District, just above ...


US Virgin Island Based Non-Profit Project Promise Appoints Issa PR as Agency of Record to Showcase Humanitarian ...
PR Newswire (press release)
NEW YORK, July 16, 2018 /PRNewswire/ -- Luxury strategy and public relations agency Issa PR will lead communications efforts for Project Promise, a St. Croix, U.S.Virgin Islands based non-profit dedicated to improving the lives of at-risk youth ...


Forbes

What You Can Expect From The Future Of Public Relations
Forbes
The guiding principle of public relations revolves around the use of news and content to put forth a message about anything -- a product, a business, an organization, an endeavor -- using just about any effective medium of reach. Through the years ...


Jack O'Dwyer's Contributions to the PR M&A World
O'Dwyer's PR News
I met Jack O'Dwyer in 1987 when he launched his monthly magazine, O'Dwyer's PR Services Report. Jack approached me to write a monthly PR agency management column. At the time, I owned a general NYC-based CPA firm. I had one client, Creative ...


O'Dwyer's PR News

Then and Now: The Changing PR Landscape
O'Dwyer's PR News
Fifty years ago, in 1968, Barbara Hunter, the eventual Founder of Hunter Public Relations, was setting her sights on taking over Dudley-Anderson-Yutzy. She achieved this ambitious goal in 1970 when she and her sister, Jean Schoonover, purchased the ...


The Holmes Report

Q2 2018: Omnicom PR Firms Up 2.7%
The Holmes Report
On an organic basis, PR outpaced the group's advertising agencies, which saw a 1.6% lift, and its CRM execution and support division, whose revenues dropped 4.4%. PR firms, however, lagged behind the CRM consumer experience division, which grew by ...
Omnicom PR revenue up 2.7% in Q2PRWeek

all 70 news articles »
Google News

Preparing For Your Media Interview

Media interviews are an important part of an overall public... Read More

PRs Big Bang Theory

Lots of theories out there about public relations.Everything from "publicity's... Read More

Permanent Press: Using Press Releases to Keep Your Company in the News

When is your best advertisement not an advertisement? When it's... Read More

Think Like a Reader, Viewer, or Listener to Get Great Publicity

About a year ago I read a feature story in... Read More

Is This Any Way to Run Your PR?

You bet!Especially for business, non-profit and association managers who REALLY... Read More

Are There Secrets to Gaining Media Coverage?

Are there secrets to gaining media coverage or is it... Read More

Hispanic Media Training: How It Can Benefit You

How can media training help you create a successful Hispanic... Read More

Media Relations: Minority Media Matters

Your boss just stopped by your office. He tells you... Read More

Are You Dissing Public Relations

If you leave a star player sitting on the bench,... Read More

Killing Them Softly

The world has woken up to ethical issues in corporate... Read More

The Press Pack Is Chasing You - Give Them Room

There's good news for public relations execs, marketing professionals and... Read More

How to Get $1000 worth of Advertising for $60

©2004 Jeffrey DobkinSixty dollars doesn't go a long way in... Read More

Financial Planners Publicity - Dont Wait, Media Folks Want Your Free Publicity

Looking to get your name into a magazine? You need... Read More

Right PR Focus A Powerful Advantage

Powerful is a strong word. But it fits here. As... Read More

Media Relations: When Numbers Lie

NUMBERS, NUMBERS EVERYWHEREYou just placed a terrific story on the... Read More

Tactics Vs. Endgame - Endgame Wins

It took me a while to see just HOW crucial... Read More

Asian Media Relations: Increase Your Profile and Image in China

China's media is booming creating opportunities for marketing-savvy businesses. But... Read More

Public Relations Writing: Write Better Press Release Headlines With More Impact in Less Time

Public relations writing when writing press releases can be a... Read More

Media Contact Lists and How to Build a Fantastic One

I got the latest issue of Internet Works in the... Read More

The Right Hook

Have you fantasized about spreading word of your business on... Read More

What People Believe Can Bring You Success

Just think about it.If I come to believe that you... Read More

Business Growth for Financial Planners in Five Easy Steps

Attracting new business: sometimes it happens by luck, sometimes by... Read More

What is News?

What may be the more appropriate question is: What makes... Read More

Ready For A Business Recovery?

Who wants to face the challenges of a business recovery... Read More

The Feeding Tube for Your Business

There are a lot of things that make a business... Read More